Consumers want to order products on their TVs

Forget Uber, DoorDash and other ways to order products on your smartphone.

A new study from LG Ad Solutions indicates that consumers want more features that would allow them to shop for products on the connected TVs and that many consumers are already using their CTVs to find and buy products.

While mobile devices still play a central role in online shopping, “The Shoppable TV Report: 2025 and Beyond” found that 70% of CTV viewers indicated they'd save products in a wishlist on their TVs to check out on another device.

The study’s results also reveals a transformative shift in how viewers approach commerce, signaling that consumers are looking for innovations that would simplify the path to purchase on the biggest screen in the home, the researchers said.

“While secondary screens like mobile devices remain integral to shopping and the broader advertising ecosystem, it’s clear consumers want more when it comes to TV,” said Monica Longoria, head of marketing insights at LG Ad Solutions. “Emerging technologies are set to drive this next wave of innovation – eliminating friction and paving the way for a more seamless, intuitive shoppable TV experience.”

More to come on this...