By E.B. Moss
Shoppable will be a hot topic at ScreenShift, coming up on October 14. We asked Julie Haleluk, Global Head of Growth, Amazon Shopping Videos, for a preview of the insights likely to emerge from her panel, Watch. Want. Buy: The Promise of Shoppable TV.
What do you think are the biggest questions on the minds of brand marketers today about maximizing shoppable?
How do we make the second screen experience feel natural rather than forced? We found that 47% of Amazon shoppers are already browsing while watching TV – so the behavior exists, but the experience needs to be seamless.
How do we measure impact across the entire funnel? With shoppable TV, brands need to understand both immediate conversion and longer-term brand impact.
How do we create content that drives both entertainment and commerce? Brands want to understand how to tell their stories while making products discoverable and purchasable while being authentic to a leaned back experience.
How has the evolution of shoppable and the state of the industry/media marketplace changed your role or how you advise customers?
The evolution of shoppable TV has fundamentally shifted our creative approach. Traditionally, TV ads relied heavily on direct call-to-actions – that ‘buy now,’ ‘shop here’ urgency. But what we’re seeing with retail-tainment is the freedom to prioritize authentic storytelling while maintaining commerce capabilities. This has changed how I advise brands: let your stories breathe. When customers can instantly shop what they see, you don’t need to be as prescriptive with messaging. We’ve found that 79% of Amazon Live shoppers say shopping events are enjoyable and entertaining – they’re there for the experience as much as the products. The beauty of shoppable video is that it creates this seamless bridge between content and commerce, letting customers discover and purchase when they’re ready, which frees up the creative to focus on building those meaningful connections.
What do you hope attendees will take away from your panel?
I hope attendees walk away understanding that shoppable TV isn’t just about adding commerce to content – it’s about reimagining the entire viewing and shopping experience. Looking at themes like AI innovation and cross-platform measurement that we’ll discuss at ScreenShift, it’s clear that success requires thinking beyond individual touchpoints to create truly connected experiences. We’re seeing this in our results – when brands create these seamless experiences, combining engaging content with intuitive shopping moments, they can achieve significantly higher engagement and conversion rates.
