Shoppable TV’s Moment Has Finally Arrived—And It’s Bigger Than QR Codes
For years, shoppable TV felt like one of those things that was just around the corner—close enough to get some buzz at CES, but never quite catching on in the real world. Sure, you’d occasionally see a QR code pop up during a commercial break, but nobody was really scanning them outside of a few curious early adopters. It all felt a little forced.
But that’s changing. And fast.
According to a new report from LG Ad Solutions, 63% of connected TV viewers say they discover new brands or products through TV ads, and nearly half—47%—have actually made a purchase after seeing one in just the last three months. That’s a big shift in behavior, and it speaks to something deeper: consumers are finally treating their TVs the same way they treat every other screen in their lives.
It’s Not Weird Anymore
One of the big psychological hurdles for shoppable TV used to be that it just felt… odd. People didn’t associate their TVs with buying things. That’s what phones and laptops were for. But habits have changed. We shop off Instagram posts. We shop from TikTok videos. And since the pandemic, everyone knows how to use a QR code.
That’s why shopping from a screen—any screen—isn’t weird anymore. It’s normal. And that normalization is what should finally make shoppable TV viable. According to the LG report, 70% of viewers are open to scanning a QR code to check out on their mobile device. 67% would save a product to a wishlist directly on their TV. And a surprising 62% say they’d use their voice to add an item to a cart through a smart speaker or the TV itself. That’s not theoretical interest—it’s active willingness.
TV Has Entered the Targeting Era
One of the reasons this is all clicking now is that TV is a lot smarter than it used to be. With ACR data, household graphs, and advanced targeting built into platforms like LG’s, advertisers can now deliver messaging that actually feels relevant. That’s key—because, as the report also shows, the number one reason viewers don’t interact with a QR code is that they’re simply not interested in the product. Not because the tech doesn’t work, but because the message doesn’t resonate.
In other words, shoppable TV isn’t a standalone strategy. It’s what happens when you combine well-done creative, relevant offers and precise targeting—all delivered on the biggest screen in the house. That’s what gets people leaning forward with a remote in one hand and a phone in the other.
Will People Really Buy a Refrigerator from Their Couch?
Let’s pump the brakes a little, though. While consumers are more open than ever to interacting with their TV in ways that lead to purchase, I’m still not sold on the idea that people are going to buy big-ticket items like dishwashers or designer handbags straight from an ad.
And that’s fine.
Because the real opportunity here isn’t about moving $2,000 refrigerators. It’s about letting small and mid-size businesses use the power of TV the way they use social media—to sell directly and efficiently. Think about a local restaurant offering a time-sensitive promotion, or a niche e-commerce brand targeting specific users in specific geos with special offers. These are performance plays, not awareness campaigns.
That’s a sea change for TV.
TV as a Performance Medium
The big shift here is that shoppable TV turns television into even more of a performance channel. When a viewer scans a code or clicks a remote to land on a custom page with product demos or testimonials, that’s a trackable action. It’s a signal. It’s attribution. And that opens up a whole new level of accountability for TV advertisers—especially the ones who aren’t working with Super Bowl-sized budgets.
For years, digital has owned the performance space. Now, shoppable CTV is giving TV a shot at playing that game too. It’s not just about reach anymore. It’s about results.
The Bottom Line
Shoppable TV isn’t going to become the default way people buy things overnight. Behaviors change slowly, especially when it comes to how we interact with something as familiar as the living room TV. But what we’re seeing now is a growing willingness to try. According to LG’s report, nearly half of viewers have already made a purchase after seeing a TV ad in just the past three months, and 60% say they wish they could shop online directly through their TV. That kind of intent matters.
.And as more brands—especially smaller ones—start offering shoppable options, and as consumers realize they can save a product to a wishlist, scan a code, or even complete a purchase without ever leaving the couch, the market will grow. Slowly, maybe. But steadily. And this time, it feels like it’s here to stay.
