Shoppable CTV Powered by SmartCommerce: Bringing Retail Results to the CTV Home Screen
Connected TV has the attention.
More than 85% of U.S. households are streaming. CTV now represents 45% of total TV viewership. And U.S. CTV ad spending is expected to grow to $41 billion by 2027.
But attention is only the first step.
Research from AVCA and Tobii shows that relevance matters in CTV: contextually targeted ads attracted 4x more attention and made 42% of viewers more interested in the brand and products shown.
The takeaway is simple: when CTV is relevant, people pay attention.
Now brands need a better way to turn that attention into action.
The Gap: CTV Engagement Needs a Commerce Path
A viewer sees a product on screen. A QR code appears. They scan.
That scan should not be the end of the media experience. It should be the start of a clearer path to cart.
But too often, the path from CTV engagement to purchase is still disconnected, hard to measure, or too many steps away from where the shopper can actually buy.
That is the gap Shoppable CTV powered by SmartCommerce is built to close.
What Shoppable CTV Powered by SmartCommerce Does
Shoppable CTV gives the QR code a job beyond engagement.
With SmartCommerce technology behind the placement, brands can move consumers from a scan or link into retailer cart experiences built around the products in the campaign.
That means CTV can do more than capture attention. It can create a shorter, more measurable path to cart.
With Shoppable CTV, brands can:
Turn CTV QR codes and links into cart-connected experiences
Guide shoppers to participating retailer purchase paths
Support campaign-specific product and multi-product carting
Measure engagement and cart-level actions from CTV-driven traffic
The media experience stays with the brand, agency, retailer, or media partner. SmartCommerce powers the commerce path behind it.
Why It Matters
CTV is being asked to do more than build awareness.
Brands, shopper teams, ecommerce teams, sales teams, agencies, and media partners all need clearer signals that media-driven intent is moving closer to purchase.
Shoppable CTV helps create that connection.
For viewers, it reduces the steps between interest and cart.
For brands, it connects premium viewing environments to product engagement, retailer selection, availability signals, and cart activity.
For media partners, it makes CTV campaigns more actionable without changing how the media is planned, bought, or activated.
Proven in Market
SmartCommerce’s role in CTV commerce activation has already been recognized through an ADWEEK Media Plan of the Year-recognized campaign with Kargo and Attain.
The campaign connected premium CTV media experiences with Click2Cart® path-to-purchase technology and verified purchase measurement.
The results showed what can happen when CTV has a commerce path behind it:
10.5% conversion rate
8.48% new buyer lift
4x higher conversions vs food campaign benchmarks
The Future of CTV is Commerce-Enabled
Modern commerce does not happen in one place. Consumers are discovering products across streaming media, retail media, social platforms, creator content, QR codes, owned channels, and emerging shopping journeys.
For brands, the opportunity is clear: make those discovery moments easier to act on.
Shoppable CTV powered by SmartCommerce helps brands shorten the path from Connected TV engagement to cart, giving viewers a faster way to take action and giving brands a clearer way to connect streaming discovery to results at retail.
CTV already has the attention.
Now it can have a path to cart too.
See Shoppable CTV in Action
Make your next CTV campaign easier to act on.
See how SmartCommerce helps connect QR codes and campaign links to shoppable, measurable cart experiences powered by SmartCommerce.