JioHotstar Introduces Links Content to Commerce, Introduces ‘Shop the Look’

JioHotstar forays into in-stream commerce with NEWME as the first commerce partner, a first-of-its-kind contextual commerce experience. Currently available exclusively on mobile, designed to integrate discovery and purchase seamlessly into the viewing journey, it allows audiences to explore and shop in real time - without disrupting playback or leaving the app. 

The entire flow – from discovery to payment and address confirmation – is completed within the JioHotstar ecosystem, ensuring a smooth, uninterrupted viewing experience.

While fashion is the first category to go live, Shop the Look has been engineered as a scalable, modular product, built to support additional adjacencies such as beauty, accessories, food and grocery, allowing JioHotstar to evolve this capability across diverse content environments as audience behaviour and use cases expand. 

By embedding commerce directly into premium content, the platform ensures that shopping remains intuitive and optional, activated only when viewers choose to engage, preserving the integrity of storytelling while enabling real-time interaction.

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.”

Sumit Jasoria, Co-founder & CEO, NEWME, added, “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.”

For brands, Shop the Look introduces a new way to participate in the viewing journey, as relevant extensions of what audiences are already engaged with.