JioHotstar has launched ‘Shop the Look’ , a new contextual commerce feature designed to bridge the gap between video streaming and online shopping. Available exclusively on the mobile app, the feature allows viewers to discover and purchase items seen on-screen in real time without exiting the playback interface.
This development marks a shift in the platform’s strategy, moving beyond passive content consumption to facilitate “intent-led interaction” directly within the viewing environment.
Launch and Initial Partnership
The feature has debuted in collaboration with the fashion brand NEWME, coinciding with the premiere of the latest season of MTV Splitsvilla on January 9.
During episodes, apparel and looks featured on screen are identified and surfaced via a dedicated shopping layer. Viewers interested in a specific style can browse the exact items or curated alternatives. Crucially, the feature is designed to be optional; the shopping interface is activated only when the user chooses to engage, aiming to preserve the narrative flow for those who prefer a traditional viewing experience.
Native Integration and User Experience
Shop the Look is built as a native product capability within the JioHotstar ecosystem. This integration ensures that the entire customer journey occurs within the app.
Key functionalities include:
- Uninterrupted Playback: Users can browse products without stopping the video.
- In-App Checkout: The complete transaction flow, including payment processing and address confirmation, is handled within JioHotstar, eliminating the need to redirect to external websites or third-party apps.
Future Scalability and Brand Implications
While the initial rollout focuses on fashion, JioHotstar describes the product architecture as modular and scalable. The platform intends to expand the capability into other categories, such as
- Beauty and Personal Care
- Accessories
- Food and Grocery
For advertisers, this tool introduces a new method of participating in the viewer journey. By placing products contextually during moments of high engagement, brands can potentially leverage immediate viewer intent. This approach positions commerce as an extension of the storytelling rather than a disruptive ad break.
JioHotstar indicates that this release is part of a broader effort to combine technology, content, and commerce, creating a more interactive infrastructure for the future of streaming.
Commenting on the launch, Bharath Ram, Chief Product Officer – JioStar said:
Shop the Look is a product innovation built around one clear principle: the viewing experience should always come first. Our teams focused on designing a system that feels effortless for viewers – where discovery, decision-making, and checkout happen naturally within the flow of content. While fashion is the starting point, the product has been architected to scale across categories, formats, and future use cases. This is a foundational step in how we imagine the possibilities of streaming, not just as a place to watch, but as a platform that responds intelligently to audience intent.
Speaking about the feature, Sumit Jasoria, Co-founder & CEO, NEWME, said:
Shop the Look represents a meaningful shift in how content and commerce come together. What stands out is how seamlessly JioHotstar’s and NEWME’s product teams have embedded commerce into the viewing journey—meeting audiences at the exact moment inspiration strikes, without disrupting the experience. By removing friction through intelligent, in-stream discovery and native checkout, the platform turns relevance and timing into real outcomes. We are excited to be the first brand to partner with JioHotstar on a thoughtfully built, scalable feature that opens up powerful new ways to engage with our audience.