In an era where digital storefronts are just a click away, the lines between media and commerce are blurring.

As consumers lounge in their living rooms, their favorite shows may soon double as the latest shopping platform.

“Imagine you’re watching a TV show and someone was wearing a red dress and you want to purchase that dress,” posits Amie Owen, US Head of Commerce at UM Worldwide. “You’re able to interact with the actual screen to actually purchase.”

See the full interview on Beet.TV.