Samsung and InMobi-owned Glance have partnered to integrate a generative AI-powered shopping platform into the Tizen OS on Samsung smart TVs. The rollout targets smart TV models manufactured in 2020 or later, enabling viewers to navigate and purchase products directly via voice commands.
This partnership shifts smart TVs from passive display devices to active commerce terminals, a move that challenges the traditional second-screen shopping model. By embedding 'agentic' commerce directly into Tizen, Samsung bypasses the need for QR codes or external mobile apps, capturing consumer intent at the point of inspiration. This reflects a broader trend among OS owners—including Roku and Amazon—to own the full transactional funnel within the living room. Watch for conversion rate data comparing voice-activated TV purchases against mobile-toggled shoppable ads, as this will determine if 'native' commerce can deliver the performance lift advertisers demand.
Samsung has been building out Tizen as a commerce and advertising platform well before the Glance integration. Samsung TV Plus surpassed 88 million monthly active users and now offers nearly 700 channels, giving any native commerce feature on Tizen an immediate addressable audience without requiring app downloads or external hardware.
In the competitive landscape of TV-based commerce, Samsung is not alone in pursuing native transactional experiences on its own OS. Roku launched its shoppable ad format in 2023 and has since expanded it across its platform, while Amazon Fire TV has integrated shopping directly into its interface through its retail flywheel. Samsung Ads Canada reported that a Porter Airlines campaign using home-screen and in-stream CTV ads delivered a 550% lift in website visits compared to unexposed audiences, demonstrating the platform's ability to drive measurable lower-funnel action. Samsung owns 40% of the smart TV market share in Canada according to a spring 2025 Media Technology Monitor report, and its ACR technology enables granular targeting based on what content is on screen, a data foundation that the Glance shopping integration can build upon.
On the technology side, voice-driven commerce on TV screens remains an emerging category with limited public conversion data. Samsung Ads published a July 2025 report titled "Conversion TV: TV's future is lower funnel," surveying 1,000 U.S. smart or connected TV users to quantify how CTV is moving beyond awareness into consideration and conversion. The absence of benchmark data comparing voice-initiated TV purchases against mobile-second-screen flows is a gap that advertisers and agencies will likely press Samsung and Glance to fill as the feature matures beyond its initial rollout.
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