Mimicking shoppable social media content, the network is offering an app feature that uses video content to inform viewers about products as well as let them purchase immediately

Online shopping has changed how consumers discover and purchase products, as well as upped their expectations of immediacy. Home television retailer QVC is aiming to keep up with current shopper behavior, launching an app called Q Anytime that allows customers to buy goods through a dynamic shoppable video content feed.

The app shows a number of five to eight-minute videos that highlight different products. If a viewer wants to buy the featured item or learn more about it, they just have to tap the video. Shoppers can also customize their feeds by category and build playlists of their favorites to return to. The shoppable content is designed as a complement to the company's current flagship app.

QVC plans to create more content for the feature, including episodic series and other extras to drive engagement with its video-first mobile experience. By merging content with commerce, QVC is mirroring the style of product ads on Instagram and Facebook, catering to the way younger shoppers prefer to discover and purchase.

Watch the new campaign for the app below:

QVC

Online shopping has changed how consumers discover and purchase products, as well as upped their expectations of immediacy. Home television retailer QVC is aiming to keep up with current shopper behavior, launching an app called Q Anytime that allows customers to buy goods through a dynamic shoppable video content feed.

The app shows a number of five to eight-minute videos that highlight different products. If a viewer wants to buy the featured item or learn more about it, they just have to tap the video. Shoppers can also customize their feeds by category and build playlists of their favorites to return to. The shoppable content is designed as a complement to the company's current flagship app.