Retail media is no longer confined to ecommerce sites and digital shelves. As the channel matures, it is evolving into a more immersive, content-rich experience — one where video, streaming, and interactive formats merge with commerce to create shoppable media. From connected TV (CTV) to livestreams and QR code-enabled content, the next wave of retail media is all about collapsing the funnel and turning awareness into action in real time.
What is shoppable media?
Shoppable media refers to content formats that allow consumers to purchase products directly from the media experience. These can include:
- Shoppable video ads on CTV or streaming platforms
- Livestream shopping events
- Social commerce posts with embedded product links
- Interactive display ads with “buy now” functionality
The idea is to make media transactional. Instead of directing users elsewhere to complete a purchase, shoppable formats aim to reduce friction and close the loop within the content itself.
Amazon, Walmart, and TikTok are leading the charge globally, and now UK retailers are beginning to experiment more seriously with shoppable formats.
CTV: The big screen gets the retail treatment
Connected TV is emerging as one of the most exciting frontiers in retail media. CTV enables advertisers to reach large, lean-back audiences in a premium environment — with the added bonus of interactivity and data integration.
Retailers are increasingly partnering with streaming platforms or integrating CTV into their RMNs. In the UK, Tesco, Sainsbury’s, and Asda are all piloting or expanding their CTV capabilities. Tesco, for instance, is working with The Trade Desk to extend Clubcard audience targeting into video environments.
The key value proposition is simple: use first-party data to target CTV viewers, deliver engaging brand messages, and connect exposure to actual sales. This approach combines TV-scale branding with the precision and accountability of digital advertising.
Livestream shopping and social video
Livestream commerce is another format gaining traction, particularly on platforms like TikTok and Instagram. While adoption in the UK still lags behind China, the trend is accelerating. TikTok Shop is fuelling interest in short-form, influencer-led live shopping events that drive immediate purchases.
For retailers, livestreams offer a chance to create entertainment-driven shopping moments. For brands, they provide a direct path from engagement to conversion, especially among younger, mobile-first audiences.
The numbers behind the trend
- 38% of US ad buyers say they plan to increase focus on shoppable formats in 2025
- Nearly 30% of US internet users will make at least one shoppable media purchase in 2025
- QR codes are now widely recognised as a gateway to shoppable experiences, with only 31% of viewers reporting annoyance
- Livestream shopping is projected to surpass 60 million US buyers by 2028
While these stats focus on the US, the implications for the UK are clear: the infrastructure is in place, the consumer interest is growing, and the opportunity is there for early movers.
Why shoppable media matters for retail
Shoppable formats offer a number of benefits for retailers and RMNs:
- Collapsing the funnel: Merges awareness, consideration, and purchase in a single interaction
- Data collection: Enables real-time insights into consumer behaviour, drop-off points, and conversion triggers
- Content monetisation: Allows retailers to turn video and social assets into performance media
- Cross-channel synergy: Bridges paid media, owned content, and shopper marketing
Shoppable media also helps retailers create new revenue streams while enhancing the customer experience. It brings ecommerce functionality into entertainment formats, meeting consumers where they are — watching, scrolling, and streaming.
Challenges and considerations
Like all innovations, shoppable media comes with challenges. Attribution is still a work in progress, especially across devices and platforms. Standardisation is also lacking, making it harder to benchmark performance.
Moreover, not every product or campaign is suited to shoppable formats. For example, complex or high-ticket items may require more research and comparison than a single video interaction can provide.
Advertisers must match the format to the audience and objective — whether it’s driving impulse purchases, building awareness, or amplifying seasonal campaigns.
What brands should do next
To make the most of shoppable media, brands should:
- Work with RMNs that offer CTV and social integrations
- Test QR codes and overlays in existing video creative
- Collaborate with influencers or creators for livestream events
- Use first-party data to personalise shoppable content
- Build measurement frameworks that track from view to conversion
Retailers, meanwhile, need to ensure their platforms can support seamless transactions, user-friendly interfaces, and clean data handoffs between media and commerce teams.
Looking forward
As video, social, and commerce continue to converge, shoppable media will play a bigger role in how consumers discover and buy products. Retail media’s future lies not just in placing ads, but in building experiences that entertain, inform, and convert — often all at once.
In the next article, we’ll shift gears and explore the technology platforms that are powering the UK’s retail media boom, from clean rooms to campaign orchestration tools.
