NBCUniversal is expanding its shoppable ad formats with a new checkout feature that will allow consumers to purchase items directly within a piece of content, instead of being re-directed to a retailer’s website.

The move is a play for direct-to-consumer brands that don’t typically advertise on TV.

The new functionality comes as retailers grapple with shuttering stores amid COVID-19 and are forced to rely on e-commerce models for sales. NBCU will waive technology and cart fees through the end of the year in an effort to help those brands struggling in the current environment. 

”As some physical doors close temporarily, we’re helping retailers explore new commerce avenues,” says Josh Feldman, exec VP, marketing and advertising, NBCU.

NBCU’s checkout feature allows any local or national business to set up shop in one place and reach the peacock’s audiences. Retailers' branded article or video can become clickable, allowing consumers to buy featured items without interrupting the content. People watching NBCU networks can scan the code on their TV screen and add products to a universal cart. Brands can also feature items within editorial content, such as seasonal buying guides from the ”Today” show that can be purchased directly from the article page.

Feldman says the functionality is designed to be used by all different-size retailers, from direct-to-consumer to big-box stores. But he expects it will be especially appealing to d-to-c brands because it means they don't have to buy national TV inventory to connect with NBCU’s audiences. ”We are not insisting upon a national TV campaign to take advantage of this,” he says.

NBCU introduced its shoppable ad format last year, giving viewers the opportunity to scan a product code while watching TV, which then sends them to the retailer’s website to purchase the item.