Inspiration meets opportunity, connecting content and commerce

Imagine this: A viewer is watching their favourite cooking show and they see a sleek set of kitchenware on screen and think, “I need that.” In the past, that moment of inspiration might have faded away. Today, it’s a click away from becoming a purchase.

Welcome to the new era of Shoppable TV, where Bell Media is transforming passive viewing into active shopping experiences. Powered by Shopsense AI, this innovation bridges the gap between content and commerce, creating a seamless journey from inspiration to transaction inside trusted, premium Canadian content environments across English and French-language markets.

How it works

Bell Media’s Content-Curated Storefronts turn shows like The Good Stuff with Mary Berg, The Social, etalk, and TSN game day broadcasts, as well as high-affinity French-language programming via Noovo and RDS, into retail destinations. Featured products from the show are shoppable directly through a seamless, mobile-led experience, no searching, no friction.

From Shop the Commercial activations to immersive content sponsorships, brands can now integrate into storytelling in ways that feel natural and are designed to deliver measurable outcomes without disrupting the viewing experience or editorial integrity.

Imagine watching The Good Stuff with Mary Berg and instantly buying the cookware or tuning into The Social, TSN, or The Amazing Race Canada and being able to shop the hosts’ style without leaving your couch. The same experience is now expanding into Québec with Nuls en Chef, where audience loyalty to local talent creates powerful conditions for commerce. Bell Media closes the gap between seeing and buying by activating attention at the moment of inspiration.

The second screen isn’t a distraction; it’s your conversion engine.

• Retail media is exploding: With social commerce projected to grow to a $144.52 billion market in 2027 in the U.S., (per a September 2023 EMARKETER forecast), RMNs are becoming a cornerstone of modern media plans.
  
  
• TV’s untapped potential: Bell Media reaches 31.5 million viewers*, shaping consumer decisions tied to approximately $1.17 trillion in annual spending. TV isn’t just for awareness anymore, it’s a full-funnel powerhouse, especially when paired with mobile-first commerce behaviours.
  Source: Bell Media reaches of 31.5M Canadians* (~81% of the population) applied proportionally to projected total Canadian consumer spending (IBISWorld, 2025). *Numeris, Total Canada, Fall-Winter-Spring 2024-25, Comscore Q1 Average, COMMB Winter 2024​
  
  
• TV drives real discovery: According to recent Shopsense and eMarketer findings, 62.7% of viewers discover new products or brands through TV content, reinforcing TV’s role as a powerful inspiration engine across lifestyle, entertainment, and live environments.
  
  
• Mobile-First Shopping: according to Shopsense, 54% of viewers say they’d shop from a TV show’s online store.

Modern viewers already multitask. They watch TV with a phone in hand, ready to act on inspiration. Shopsense’s research confirms mobile is the preferred device for shopping products seen on TV, making it the perfect bridge between content and commerce, whether viewers engage in the moment or return later through on-demand viewing.

Bell Media’s commerce ecosystem

Bell Media is leading the charge with a curated, multi-layered commerce platform that brings together curated storytelling and real-time shopping at national scale:

• Content-Curated Storefronts: Dedicated online stores The Social, etalk, The Good Stuff, and TSN with expansion across French-language brands and platforms including Noovo and RDS.
• Shop the Commercial: Turn traditional ads into instant shopping opportunities.
• Sponsored Collections: Align with trending themes, seasonal moments, and talent-led picks.
• Immersive Content Integrations: Seamlessly embed products into storylines and formats.
• Social Amplification: Extend shoppable moments beyond the screen with co-branded social content and paid targeting, transforming a single content moment into a multi-platform retail opportunity.

These aren’t just new formats. They’re intentionally designed experiences built within trusted environments — and they convert.  By tapping into Bell Media’s commerce ecosystem, you can:

• Activate audiences where they already spend time: across TV, streaming, social, and mobile.
• Pair retail media with premium content for a true full-funnel approach.
• Turn viewer engagement into real transactions with AI-powered shoppable solutions.

As inspiration and transaction move closer together, brands that embrace shoppable content early will lead the market.

The big picture

For years, moments of inspiration inside premium content have been powerful but difficult to measure or activate. As inspiration and transaction move closer together, brands have a new opportunity to turn attention into meaningful consideration and measurable action, without disrupting the viewing experience.

The future of advertising isn’t just about clicks or immediate conversion. It’s about connecting brands to moments that spark interest, influence perception, and guide decision-making. Bell Media and Shopsense are helping brands bridge inspiration and intent by bringing discovery closer to the content Canadians already trust and love — from daily lifestyle programming to premium scripted worlds and live sports moments.

When brands show up in the right context, awareness deepens and consideration strengthens.

Explore Bell Media’s shoppable solutions and discover how premium content can drive influence across the full funnel.

• “It’s inevitable that inspiration and transaction are going to move closer together.” — Chief Content Officer, eMarketer