'I Want What Joan's Wearing': eBay Debuts TV Commerce App

eBay moves into TV commerce with a mobile app launched yesterday that will allow TV viewers to buy products they're watching on TV -- like a dress worn by Christina Hendricks on "Mad Men," say.

However, while the technology is already there, it seems eBay must do more relationship-building before the ecommerce giant can provide a sizable inventory of merchandise.

"Getting cooperation from Hollywood may be the biggest challenge for eBay," writes Danielle Kucera. "To succeed in the TV commerce market, it will need access to wardrobe and prop data, said Ken Sena, an analyst at Evercore Partners Inc.  in New York. While the concept of making it easier to buy items shown on TV has been discussed for years, no one has pulled it off yet."

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Tags: mobile, tv
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