Shopatainment is the natural evolution of e-commerce and where it’s going. In the past, videos were supported only by advertisements that interrupted the video’s flow. Sometimes this came in the form of pop-up advertisements, other times it came in the form of redirection to a landing page for purchasing.

However, what these approaches had in common, is that they formed an adversarial relationship between video and ad. This is where shopatainment comes in.

Instead of working against one another, shopatainment makes it so that consumers can simply click on products they like within a video to purchase them, all without interrupting the flow of the original video. Companies like droppTV are making this possible.

That way it fits better with the new sensibilities of modern consumers, who tend to hate insincerity. This way, the characters within a video can fully like a particular set of clothing, or whatever else it is, without making it seem like they are only doing so to monetize the video. Modern audiences have little patience for manipulation in bullying tactics like what may have happened in the past when you spoke with a salesman.

It’s a new world, and companies like droppTV are flowing with it. They are creating a platform that new content producers can use to both publish their content, and allow for advertising at the same time, all without the usual awkwardness associated with this combination. Many people are making music videos on the platform that have this kind of model.

As a result, people can simply purchase items from the video if they would like to do so. Nobody needs to do it, however, and consumers who just want to see the video can watch the whole thing without any kind of interruption. However, at the same time, the marketers supporting the video still have the ability to reach their audience directly and get a sale immediately, rather than relying on statistics to demonstrate to original retailers that the money invested actually resulted in more sales.

DroppTV has made inroads to this approach by making partners with companies like Agenda Show for marketing their clothing line in these new ways, as well as extending the idea to all corners of possibilities, such as in-person shows, allowing for people to easily make purchases based on what they are seeing in any context, all on their own volition and without any outside pressure.