Roku, Inc. ROKU shares popped Tuesday. The company announced a partnership with Shopify SHOP through which viewers will be able to purchase products from Shopify merchants directly from their TV.
What To Know: The move represents the first commerce integration for independent Shopify merchants on TV streaming, bringing a new advertising channel for merchants.
"Bringing a Shopify purchase experience to television for merchants is an industry first, and innovation opportunities like these are precisely the reason I came to Roku," said Peter Hamilton, Senior Director of Ad Innovation at Roku.
"Roku democratizes access to TV advertising, and now, we're collapsing the funnel for Shopify's merchants. This is a great example of Roku's unique platform position to make advertisers unmissable across the streamer's journey, from power on to purchase complete."
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ROKU Price Action: Shares of ROKU were up 11.6% at $75.71 at the time of publication, according to Benzinga Pro.
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