Roku Partnership Enables Purchases Directly from Shoppers’ TVs

(Photo credit: Renata Sattler -

Roku and Shopify have partnered to let viewers purchase products from Shopify merchants directly from their TV through Roku Action Ads. Shoppers who see an ad for a Shopify Merchant can press “OK” on their Roku remote to learn more about the product and purchase it directly from their screen.

Payment and shipping details are prepopulated using the customer’s Roku Pay information, allowing the order to be placed with the push of a button. Upon purchase completion, the viewer returns to their programming and an email confirmation with shipping and other details is sent directly from the merchant.

Initial brand partners utilizing the service include men’s apparel brand True Classic, game-based connected rowing machine Ergatta and wellness brand Olly.

“Offering a great purchase experience for customers and having sound channel measurement are critical to True Classic’s success,” said Paige Decker, VP of Growth at True Classic in a statement. “Roku Action Ads address both these needs, providing a frictionless path to purchase for customers while allowing us to measure the impact of this strategy with the end-to-end Shopify integration.”


Roku Action Ads are designed to provide a number of down-funnel actions, including sending a text, providing a QR code or making a purchase. Other retail and commerce partners leveraging Roku Action Ads include Walmart and DoorDash, both of which have deepened their relationships with Roku in other ways as well:

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