Dive Brief:

• Home shopping retailer QVC is partnering with Apple TV on an app that lets shoppers purchase on-screen products with a click of the remote.                                                                                                    

• After downloading the QVC app from the App Store for Apple TV, QVC customers will be able to view live programming on QVC and sister channel QVC PLUS.
• A “speed buy button” shown on screen during programming will allow registered customers to view product details and purchase the item being showcased with a single click or a tap of their finger, without having to enter their credit card and shipping information. Customers can also browse through a product carousel at the bottom of the screen to view additional details and purchase items previously featured on-air.

Dive Insight:

The QVC/Apple TV partnership reflects retailers’ overarching efforts to insert themselves into the (still-unfolding) ways shoppers take in content in the digital era — and monetize it.

It follows a nearly identical initiative by Amazon. The e-commerce giant just announced plans to incorporate its shopping platform and product placement into its Fire TV streaming devices. It’s also developing its own shopping network with on-screen ordering that’s scheduled to launch next year, Geekwire reported. And just weeks ago, Amazon said that it will stop selling Apple TV as it competes with Amazon’s Fire TV on its website. 

 “As consumers continue to view television programming in new and diverse ways, we are excited to leverage the video and commerce capabilities of Apple’s TvOS to help our customers further engage with the QVC community,” said Alex Miller, senior vice president, digital commerce at QVC.

At press time, QVC said QVC for Apple TV will be sold upon the release of the new Apple TV, which launched today.