Samsung Electronics has partnered with Delivery Agent to offer owners of its Samsung Smart TV a new television-commerce option that will allow viewers to shop for show products while they are watching.

“Television shows and entertainment have been setting consumer trends and shopping wish lists for decades,” says Mike Fitzsimmons, chief executive officer, Delivery Agent. “The industry has always needed a solution to take the friction out of the buying process in order to harness and monetize the consumer demand. What Delivery Agent has developed, in partnership with Samsung, solves the technology, rights and supply chain issues that, to date, have held the t-commerce industry back.”

The new t-commerce shopping platform taps into Delivery Agent’s database of products mapped to television content from more than 350 media brands including 20th Century Fox Consumer Products and Showtime.

The new technology allows viewers to purchase items like clothing and décor that they see on their favorite shows, as well as licensed products, while watching the show. Throughout the broadcast, viewers can choose to receive unobtrusive messages about shopping options. They can then use their remote or go to the “Shop the Shows” app online to see product options.

Delivery Agent’s t-commerce platform will launch for Samsung Smart TV owners this year.