Online business system

Abstract

An online commerce system in which a content server provides media content to a content viewer, and the content viewer displays the received media content. The content server provides commerce data to the content viewer that can be used to cause the action call indicia associated with the item for sale to be displayed with the media content. The commerce application is arranged to implement a user interface such that a user can interact with the user interface to purchase an item in response to a selection of an action call flag. The commerce application facilitates access to an online commerce platform for an action to purchase an item using the commerce application. A commerce management system interacts with a commerce application to receive item purchase data indicative of purchasing an item, and interacts with at least one online commerce platform to effect a purchase of the item using the item purchase data.

Description

Technical Field

[0001] The present invention relates to an online business system for users to purchase products and services online. Background Art

[0002] It is known to provide an online commerce system that facilitates the online purchase of products and services by displaying a call-to-action tag near displayed media content and by directing a user to a webpage associated with an e-commerce store when the user clicks the call-to-action tag, allowing the user to purchase the item.

[0003] However, while this arrangement enables users to purchase items mentioned or shown in media content, the efficiency of the process and the user experience are poor. Summary of the Invention

[0004] According to a first aspect of the present invention, there is provided an online commerce system comprising: a content server; and a content viewer associated with a user computing device, the content viewer being in data communication with the content server and being arranged to implement a commerce application. The content server is arranged to provide media content to the content viewer, and the content viewer is arranged to display the received media content; the content server is further arranged to provide commerce data to the content viewer, the commerce data being usable to cause a call-to-action tag associated with at least one item for sale to be displayed at the content viewer along with the media content; the commerce application is arranged to implement a user interface, such that in response to selecting the call-to-action tag, a user can interact with the user interface to purchase the item; and the commerce application is arranged to facilitate access to a commerce management system for performing an action to purchase the item using the commerce application.

[0005] In one embodiment, an online commerce system includes a commerce management system in data communication with a content viewer and at least one online commerce platform. The commerce management system includes at least one software interface component configured to: interact with a commerce application to receive item purchase data indicating a purchase of an item; and interact with the at least one online commerce platform to use the item purchase data to facilitate the purchase of the item.

[0006] In one embodiment, the at least one software interface includes at least one application programming interface (API). In this embodiment, the at least one API includes: a shopping cart API configured to interact with at least one commerce platform to manage the placement of items in a shopping cart at the at least one commerce platform; a checkout API configured to interact with at least one commerce platform to manage the checkout process; a shipping API configured to interact with at least one commerce platform to manage the collection of shipping details; and / or a payment API configured to interact with at least one payment gateway to manage the payment process.

[0007] In one embodiment, the system includes catalog data indicating a plurality of catalog items associated with a call-to-action tag displayed with media content, the catalog data being derived from data stored at at least one commerce platform and stored online separately from the at least one commerce platform, wherein the catalog data is accessible via a commerce application such that the indicated items are available for sale and information associated with the call-to-action tag is readily usable via the commerce application.

[0008] In one embodiment, the catalog data is stored at a business management system.

[0009] In one embodiment, an online commerce system includes an embedded commerce creator usable to associate items available for purchase on at least one commerce platform with media content, such that a call-to-action tag is viewable on a content viewer and the item is purchasable using a commerce application.

[0010] In one embodiment, the embedded commerce builder is stored at the commerce management system.

[0011] In one embodiment, the commerce data includes data indicative of a commerce application for execution via the content viewer.

[0012] In an alternative embodiment, the business application is stored at the user computing device.

[0013] In an alternative embodiment, the commerce data includes data indicative of an online location from which data indicative of a commerce application and / or data usable to induce a call-to-action tag associated with the at least one item for sale is to be retrieved.

[0014] In one embodiment, the commerce data includes an application script, which may include JavaScript code that can be executed on the user computing device, such as using a JavaScript engine associated with a content viewer.

[0015] In one embodiment, the content server comprises a web server.

[0016] In one embodiment, the content server comprises an advertisement content server, wherein the advertisement server is arranged to provide advertisement media data and commercial data in a VAST / VPAID format in response to an advertisement unit request from a content viewer.

[0017] In one embodiment, the content server comprises a data server associated with an application executable on the user computing device.

[0018] In one embodiment, the content viewer comprises a web browser.

[0019] In one embodiment, a content viewer includes a component arranged to display advertising content.

[0020] In one embodiment, the content viewer is incorporated into an application running on the user's computing device. The application may be a social media application.

[0021] In one embodiment, an online commerce system includes an analytics component arranged to generate analytical data including shopping interaction information and / or transaction information.

[0022] In one embodiment, the user interface is displayed as an overlay on the displayed media content.

[0023] In one embodiment, the media content includes video content, image content, and / or text content.

[0024] In one embodiment, the call to action indicia includes an icon and / or text.

[0025] According to a second aspect of the present invention, a content server for an online commerce system is provided. The content server is in data communication with a content viewer and is arranged to: provide media content for display at the content viewer in response to a request for the media content from the content viewer; and provide commerce data to the content viewer, the commerce data being usable to cause a call-to-action tag associated with at least one item for sale to be displayed at the content viewer along with the media content, wherein the commerce data is usable by a commerce application associated with the content viewer to facilitate accessing an online commerce platform and purchasing the item using the commerce application.

[0026] According to a third aspect of the present invention, a business management system for an online commerce system is provided. The business management system is in data communication with a content viewer and at least one online commerce platform, wherein: the content viewer is associated with a user and is configured to implement a business application that causes a call-to-action tag associated with at least one item for sale to be displayed along with media content; the business application implements a user interface for receiving item purchase data instructing a purchase of the item; and the at least one online commerce platform is usable to purchase the item. The business management system includes at least one software interface component configured to: interact with the business application to receive the item purchase data; and interact with the at least one online commerce platform to use the item purchase data to facilitate the purchase of the item.

[0027] According to a fourth aspect of the present invention, a method for purchasing an item online is provided, the method comprising: providing a content server; and providing a content viewer associated with a user computing device, the content viewer being in data communication with the content server and being arranged to implement a commerce application; providing media content from the content server to the content viewer; displaying the received media content at the content viewer; providing commerce data from the content server to the content viewer, the commerce data being usable so that a call-to-action tag associated with at least one item for sale is displayed at the content together with the media content; displaying the media content and the call-to-action tag associated with at least one item for sale at the content viewer; facilitating a user to select the call-to-action tag; receiving item purchase data from the user, the item purchase data indicating an item that the user desires to purchase and is associated with the selected call-to-action tag; and using the item purchase data to communicate with an online commerce platform to perform an action of purchasing the item using the commerce application. BRIEF DESCRIPTION OF THE DRAWINGS

[0028] The present invention will now be described, by way of example only, with reference to the accompanying drawings, in which:

[0029] Figure 1 is a schematic block diagram of an online business system according to an embodiment of the present invention;

[0030] Figure 2 yes Figure 1 The schematic block diagram of the online business system shown shows the functional components of the business management system of the online business system;

[0031] Figure 3 It shows the use of Figure 1 and Figure 2 A flowchart of a method for purchasing products or services in an online business system as shown in ;

[0032] Figures 4 to 8is a representation of an overlay screen presented to a user during a purchase process in a video purchase embodiment;

[0033] Figures 5 to 11 is a representation of an overlay screen presented to a user during the purchase process of a text-based purchase embodiment;

[0034] Figures 12 to 16 is through Figure 1 and Figure 2 a representation of a screen displayed to a user by the embedded commerce creator of the system shown in ;

[0035] Figure 17 is through Figure 1 and Figure 2 a representation of a summary table of analysis reports generated by the analysis component of the system shown in ; and

[0036] Figure 18 is through Figure 1 and Figure 2 A representation of transaction reporting information displayed to a user by the analysis component of the system shown in FIG. Specific embodiments

[0037] In this specification, for ease of reference, it should be understood that an "item" available for purchase is intended to mean a product available for purchase and / or a service available for purchase.

[0038] With reference to the accompanying drawings Figure 1 , which shows an example online commerce system 10 according to an embodiment of the present invention.

[0039] Unlike heretofore known online commerce systems, the present online commerce system 10 is arranged to enable users to purchase items when viewing online media content without being redirected to a website of an e-commerce system, such as a website of an e-commerce system associated with a provider of the item. The online media content may be in the form of one or more of online video content, online image content, and online text content.

[0040] Using this online commerce system 10, a user can view online media content and select a call-to-action icon displayed near an item mentioned or displayed in the media content to initiate the purchase process for the item. This purchase process is managed by a commerce application, which implements a commerce user interface as a media overlay, displayed above the media content in this example. The user interacts with the commerce user interface, and the commerce application, in this example, indirectly interacts with a remote e-commerce system and a remote payment system through a commerce management system 30 to facilitate the purchase of the item without requiring the user to be directed to or visit a website associated with the seller of the item. This provides the user with a seamless item purchase and checkout experience while consuming online media content.

[0041] The online commerce system 10 facilitates the purchase of items from e-commerce platforms 12 associated with sellers of the items, and in this example, each e-commerce platform 12 stores records 13 associated with multiple items available for purchase from one seller. However, it is understood that e-commerce platforms storing item records for multiple different sellers are contemplated.

[0042] To facilitate the purchase of items, the online commerce system 10 also interacts with a payment gateway 14, which is arranged to manage the process of receiving payments from users, such as receiving payments from credit cards.

[0043] In this example, the online commerce system 10 includes a content server 16 that is arranged to provide content to a user computing device 22 when requested by the user computing device 22 .

[0044] The content provided to the user computing device 22 by the content server 16 includes media content 18, which may include any one or more of video content, image content, and textual content, and commerce data 20 that can be used to cause a call-to-action tag associated with at least one item for sale to be displayed at a content viewer 26 along with the media content.

[0045] Commerce data 20 may include data indicative of a commerce application that is executed at a user computing device, for example, via content viewer 26, to manage an online purchase process using an overlay user interface. In this example, the data indicative of the commerce application is in the form of a commerce application script, such as JavaScript code, that is executable on user computing device 22, for example, using a JavaScript engine.

[0046] In an alternative arrangement, rather than providing data indicative of a commerce application from the content server 16 to the user computing device 22, the commerce application may be stored at the user computing device, and the content server 16 arranged to provide commerce data for use by the commerce application, the commerce data indicating one or more items associated with the provided media content 18, the one or more items being available for purchase using the media content.

[0047] In another alternative embodiment, commerce data 20 includes data indicative of an online location from which data indicative of a commerce application and / or data indicative of related item(s) to be made available for sale will be retrieved.

[0048] In this example, the content server 16 is a web server and the content viewer 26 is a web browser including a JavaScript engine 28 arranged to run JavaScript code, although it will be appreciated that any suitable content server, content viewer is contemplated.

[0049] For example, if the content to be provided to the content viewer 26 is advertising content, an advertising unit including advertising media data in VAST / VPAID format and business data 20 (e.g., including JavaScript code) can be provided from the advertising server in response to an advertising unit request from the content viewer (which may include a web browser or an application such as a social media application). In this way, the online commerce system can be integrated with the viewable online content by incorporating a call to action in the provided advertising content.

[0050] The web browser 26 receives media content 18 from the web server 16 and displays the media content 18 in the web browser. The web browser 26 also receives a JavaScript commerce application script that is used by the JavaScript engine 28 to implement the commerce application, which: causes a call-to-action associated with an action to purchase an item to be displayed; implements a user interface, in this example as an overlay on the displayed media content 18, that enables a user to interact with the commerce application; and, in this example, indirectly facilitates access to an online e-commerce platform, enabling the user to purchase the item using the overlay user interface.

[0051] In this example, content server 16 communicates with user computing device 22 over a wide area network, such as the Internet 24 .

[0052] The user computing device 22 may be any suitable computing device, such as a smartphone, tablet, personal computer, or laptop computer, that is capable of accessing content online and implementing a commerce application that uses an overlay user interface to manage online purchases.

[0053] Content server 16 may be any computing device capable of acting as a content server, such as a dedicated server computing device or a personal computer configured for server functionality.

[0054] In this example, the commerce application implemented by content viewer 26 implements an overlay user interface and communicates with a remote commerce management system 30 that interacts with commerce platform 12 and payment gateway 14 to enable the purchase of items.

[0055] In this example, business management system 30 is implemented using a suitable computing device having a processor 32 , a data storage device 34 for storing a program 36 to be executed by processor 32 and program data 38 used and generated by program 36 , and memory 40 .

[0056] refer to Figure 2 , shows a representation of an online commerce system 10 including functional components 50 implemented by a commerce management system 30 .

[0057] Functional component 50 includes at least one API 51, which is arranged to communicate with the commerce application and interact with commerce platform 12 (in this example, through commerce platform integration component 62) and payment gateway 14 (in this example, through payment gateway integration component 64). This API 51 differs from conventional APIs in that it is not intended to access a database, but rather to dynamically integrate with APIs associated with commerce platform 12 and payment gateway 14.

[0058] In this embodiment, the functional components 50 include: a product API 52, which is arranged to interact with the commerce platform 12 to obtain information indicating items for sale, which is used by the commerce application to display item information on the overlay user interface, such as the product stock keeping unit (SKU), title, description, variant(s), and price for the item; a shopping cart API 54, which is arranged to interact with the commerce platform 12 to manage the placement of items in a shopping cart at the commerce platform 12; a checkout API 56, which is arranged to interact with the commerce platform 12 to manage the checkout process; a shipping API 58, which is arranged to interact with the commerce platform 12 to manage the collection of shipping details; and a payment API 60, which is arranged to interact with the payment gateway 14 to manage the payment process.

[0059] The functional component 50 also includes access data 66 necessary to enable the API 51 to access and interact with the business platform 12 and the payment gateway 14, the access data 66 including, for example, encryption keys and connection data, which may include information indicating the host domain, store ID, merchant ID, etc.

[0060] In this example, API access to commerce platform 12 is enabled because commerce platform 12 utilizes a headless API that facilitates interaction with commerce platform 12 .

[0061] It is understandable that there may be differences between the business platform APIs and / or payment gateways 14 , so it may be necessary to provide an API 51 specific to each business platform 12 and / or payment gateway 14 at the business management system 30 .

[0062] Functional component 50 also includes catalog data 68, which includes, for example, information indicating a plurality of catalog item records 70. Each catalog item record 70 may include basic data associated with an item available for sale in commerce platform 12, such as text describing the item, a visual representation of the item, and a purchase price for the item.

[0063] It will be appreciated that catalog data 68 is data derived from commerce platform 12, and as such, at least a partial mirror image of the item catalog present on commerce platform 12 is stored at commerce management system 30. This enables commerce applications at user computing device 22 to efficiently access information indicating that items are available for sale and display that information on the overlay user interface. Commerce management system 30 can be arranged to periodically refresh catalog data 68 stored at commerce management system 30, so that commerce management system 30 always has an up-to-date record of items available for sale at commerce platform 12, and importantly, information indicating that items are not currently available for sale at commerce platform 12 is not displayed on the overlay user interface. In contrast, with conventional e-commerce systems associated with online media content, it is possible to display an item purportedly for sale to a user, but after clicking on a call-to-action tag and being transferred to a commerce-related website associated with the item, the user is informed that the item is not, in fact, available for sale, e.g., because all such items have been sold.

[0064] The functional component 50 also includes an embedded commerce creator 72 that can be used to add items available for purchase on the commerce platform 12 to the online content so that information indicating the items is displayed on the content viewer and can be purchased using the commerce application.

[0065] The functional component 50 also includes an analysis component 74 that is arranged to generate analysis data 76 associated with the item purchase, which in this example indicates:

[0066] -Call to action clicks;

[0067] - Items added to the shopping cart;

[0068] - The user's shopping cart view;

[0069] - Shopping cart items updated;

[0070] - View terms and conditions;

[0071] - Checkout starts;

[0072] - Checkout closed;

[0073] - Transportation calculations;

[0074] - Shipping options; and

[0075] - Checkout completed.

[0076] Figure 17 An example analytical report summary table 180 including store interaction information 182 and transaction information 184 is shown in FIG. Figure 18 An example of transaction reporting information 190 associated with a transaction completed using the online commerce system 10 is shown in FIG.

[0077] Now about Figure 3 The flowchart 80 shown in FIG. Figures 4 to 8 An example method of purchasing a product or service using an online commerce system is described with reference to a diagrammatic representation of an overlay screen presented to a user during the purchasing process shown in FIG.

[0078] This example is described with respect to purchasing a product shown in a video displayed to a user on a web browser.

[0079] As indicated in steps 82 and 84, using the computing device 22, the user first accesses the website by providing the website address to the web browser 26, and in response, the web server 16 associated with the website provides data indicating the media content 18 and the business data 20 in the form of a business application script to the web browser 26. Then, as shown in FIG. Figure 4 As shown, the web browser 26 displays the media content 104 and, as indicated in step 86, runs the business application script to implement the business application including the overlay user interface. Then, as indicated in steps 88 and 90 and as shown in FIG. Figure 4 As shown, the commerce application retrieves data indicating items associated with, for example, media content and available for purchase at the commerce management system 30 using the catalog data 68 and displays call-to-action indicia 106 , 108 in the overlay user interface.

[0080] When a user views media content 104 (video content in this example), as indicated by step 92, if the user wishes to purchase an item associated with a displayed call-to-action indicia 106, 108, the user selects the associated call-to-action indicia, for example, by clicking a shopping icon 106 or a store button 108 with a mouse, in this example in the form of a shopping icon 106 and a store button 108. In response to selecting an item by selecting a call-to-action indicia 106, 108, the commerce application communicates with API 51 at commerce management system 30, in this example via Internet 24, to retrieve and provide data indicating the selected item to the commerce application for display in the overlay user interface. Then, as indicated by steps 94 through 98, the commerce application facilitates the purchase of the item through user interaction with the overlay user interface, interaction of the commerce application with API 51, and interaction of API 51 with commerce platform 12 and payment gateway 14.

[0081] Specifically, if Figure 5 As shown, after the user selects a call to action associated with an item they wish to purchase, the overlay user interface displays a payment screen 109 showing item information 110, such as a picture of the item, descriptive text for the item, and the item price; and a payment details field 112 that the user can use to enter payment details, such as credit card details. After the user has reviewed and completed the payment details field 112, the user selects a confirm payment details button 114.

[0082] like Figure 6 As shown, after confirming the payment details, the overlay user interface displays a buyer details screen 116. Using the buyer details screen 116, the user enters personal details into the personal details fields 118 and selects the confirm personal details button 120.

[0083] like Figure 7 As shown, after confirming the personal details, the overlay user interface displays a detail review screen 122. The detail review screen 122 displays the payment details and personal details entered, and the user confirms the payment details and personal details by selecting a confirm purchase button 124.

[0084] like Figure 8 As shown, after the user has confirmed the purchase, the overlay user interface displays a confirm purchase screen 126 .

[0085] Although the above examples are described with respect to video content, it will be appreciated that the present invention is applicable to any online content, including image content, text content, and combinations of video content, image content, and / or text content.

[0086] For example, Figures 9 to 11An alternative example is shown in , where the media content 18 provided to the content viewer 26 is text or primarily text.

[0087] Figure 9 and Figure 10 The text 132 displayed in the content viewer 26 (a web browser in this example) is shown, along with the item information 134 and associated call to action 136 in the user interface overlay. Figures 3 to 8 As in the embodiment shown in FIG, selection of the call to action tag 136 causes the business application to implement an overlay user interface 140, such as Figure 11 As shown in FIG, the overlay user interface 140 displays item information 142 and enables the user to interact with the commerce application to provide purchase details and personal details and complete the purchase of the item. Figures 3 to 8 As with the embodiment shown in , the purchase process is conducted using API 51 that interacts with the commerce application, commerce platform 12, and payment gateway 14.

[0088] It will be appreciated that while the above examples are described with respect to a content viewer 22 in the form of a web browser, it will be appreciated that alternative content viewers are contemplated. For example, the content viewer 22 may be implemented as part of an application, such as a portion of an application running on a smartphone or personal computing device. The important aspect is that the content viewer 22 is capable of displaying received media content 18 and running a commerce application that manages the display of call-to-action markers, facilitates interaction with the user using the user interface, and interacts with the remote commerce management system 30 to facilitate the purchase of items using the remote commerce platform 12 and the remote payment gateway 14.

[0089] It will also be appreciated that while the above examples are described with respect to delivering media content 18 and business data 20 from a web server, it will be appreciated that other sources of media content are contemplated. For example, content server 16 may be associated with a source of advertising material such that the media content includes video, images, and / or text associated with an advertisement to be displayed on a web page or in an application (e.g., a social media application). With this arrangement, the web page or social media application may use the VAST / VPAID protocol to obtain and display advertisements on the web page or in the application.

[0090] Now refer to Figures 12 to 16 describe Figure 2 The functionality of the embedded commerce builder 72 component of the commerce management system 30 is shown in FIG.

[0091] In this example, a user who desires to add embedded purchasing functionality to media content associated with the user accesses the embedded commerce creator 72, such as using a web browser. After user authentication, the user is presented with an embedded content creation user interface.

[0092] like Figure 12 As shown, after selecting the relevant media content (a video in this example), the add interaction page 150 of the creation user interface is displayed. Using the add interaction page 150, the user selects the add shoppable pin button 152 and selects the location on the media content where the call to action mark 154 will be displayed. After selecting the call to action mark location, as shown in FIG. Figure 13 As shown, a settings page 156 is displayed. Since the media content in this example is a video, the settings page 156 enables the user to select the timing of the appearance and disappearance of the call to action mark 154 using a time bar 157 that can be manipulated by the user to select a start timing position 158 and an end timing position 160 for the call to action mark 154.

[0093] Using the settings page 156, the user can also select an item to be associated with the call to action markup 154 ​​by selecting the item browse link 162. Figure 14 As shown, selection of the item browse link 162 causes a catalog selection screen 164 to be displayed. Using the catalog selection screen 164, the user can select a relevant catalog for the item 166 and then, using the Figure 15 Item selection screen 168 is shown, where the user can select an item 170 to be associated with the call to action tag 154. After selecting the item 170, the setup page 156 is again displayed with the associated item 170 identified in the selected product box 172. The item selection is confirmed and saved using the save button 174.

[0094] It will be understood that if any prior art publication is referred to herein, such reference does not constitute an admission that the publication forms part of the common general knowledge in the art, in Australia or any other country.

[0095] In the following claims and the foregoing description of the invention, unless the context requires otherwise either explicitly or by necessary implication, the word "comprise" or variations such as "consisting of" or "composed of" are used in an inclusive sense, i.e. to indicate the presence of the recited features but not to exclude the presence or addition of further features in various embodiments of the invention.

[0096] Modifications and variations obvious to those skilled in the art are intended to fall within the scope of the present invention.

Claims

1. An online business system comprising: Content servers; a content viewer associated with a user computing device, the content viewer being in data communication with the content server and arranged to implement a business application; as well as a business management system, the business management system being in data communication with the content viewer and at least one online business platform; The content server is arranged to provide media content to the content viewer, and the content viewer is arranged to display the received media content; The content server is further arranged to provide commerce data to the content viewer, the commerce data being usable to cause a call-to-action indicia associated with at least one item for sale to be displayed at the content viewer along with the media content; the commerce application being arranged to implement a user interface such that, in response to selection of the call-to-action indicia, a user can interact with the user interface to purchase an item; The commerce application is arranged to facilitate access to the commerce management system so as to perform an action of purchasing the item from the online platform using the commerce application; and The business management system includes: At least one software interface component, the at least one software interface component being arranged to: interacting with the commerce application to receive item purchase data indicative of a purchase of the item; and Interacting with the at least one online commerce platform to implement the purchase of the item using the item purchase data.

2. The online business system according to claim 1, wherein: The at least one software interface includes at least one application programming interface API.

3. The online business system according to claim 2, wherein: The at least one API comprises: a shopping cart API arranged to interact with the at least one commerce platform to manage placement of items in a shopping cart at the at least one commerce platform; a checkout API arranged to interact with the at least one commerce platform to manage a checkout process; a shipping API arranged to interact with the at least one commerce platform to manage the collection of shipping details; and / or A payment API is arranged to interact with at least one payment gateway to manage the payment process.

4. The online commerce system of any preceding claim, comprising catalog data indicating a plurality of catalog items associated with a call-to-action tag displayed with the media content, the catalog data being derived from data stored at the at least one commerce platform and being stored online separately from the at least one commerce platform; in, The catalog data is accessible by the commerce application such that information indicating items are available for sale and associated with the call-to-action indicia is readily usable by the commerce application.

5. The online business system according to claim 4, wherein: The catalog data is stored at the business management system.

6. The online commerce system of any preceding claim, comprising an embedded commerce creator operable to associate an item available for purchase on the at least one commerce platform with the media content, such that the call-to-action indicia is viewable on the content viewer and the item is purchasable using the commerce application.

7. The online business system according to claim 6, wherein: The embedded commerce builder is stored at the commerce management system.

8. An online business system according to any one of the preceding claims, wherein: The commerce data includes data indicating the commerce application for execution through the content viewer.

9. The online business system according to any one of claims 1 to 7, wherein: The business application is stored at the user computing device.

10. The online business system according to any one of claims 1 to 7, wherein: The commerce data includes data indicative of an online location from which data indicative of the commerce application and / or data usable to cause a call-to-action tag associated with the at least one item for sale is to be retrieved.

11. An online business system according to any one of the preceding claims, wherein: The business data includes application scripts.

12. The online business system according to claim 11, wherein: The application script includes JavaScript code that is executable on the user computing device.

13. The online business system according to claim 12, wherein: The content viewer includes a JavaScript engine to run the JavaScript code.

14. An online business system according to any one of the preceding claims, wherein: The content server includes a web server.

15. An online business system according to any one of the preceding claims, wherein: The content server includes an advertising content server.

16. The online business system according to claim 15, wherein: The ad server is arranged to provide advertisement media data and commerce data in a VAST / VPAID format in response to an ad unit request from the content viewer.

17. An online business system according to any one of the preceding claims, wherein: The content server includes a data server associated with an application running on the user computing device.

18. An online business system according to any one of the preceding claims, wherein: The content viewer includes a web browser.

19. An online business system according to any one of the preceding claims, wherein: The content viewer includes a component arranged to display advertising content.

20. An online business system according to any one of the preceding claims, wherein: The content viewer is incorporated into an application running on the user computing device.

21. The online business system according to claim 20, wherein: The application is a social media application.

22. An online business system according to any one of the preceding claims, wherein: The online commerce system includes an analysis component arranged to generate analysis data.

23. The online business system according to claim 22, wherein: The analysis data includes shopping interaction information and / or transaction information.

24. An online business system according to any one of the preceding claims, wherein: The user interface is displayed as an overlay on the displayed media content.

25. An online business system according to any one of the preceding claims, wherein: The media content includes video content, image content and / or text content.

26. An online business system according to any one of the preceding claims, wherein: The call to action markup includes an icon and / or text.

27. A business management system for an online business system, the business management system being in data communication with a content viewer and at least one online business platform, wherein: the content viewer being associated with a user and arranged to implement a commerce application that causes a call-to-action indicia associated with at least one item for sale to be displayed with the media content, the commerce application implementing a user interface for receiving item purchase data indicative of a purchase of the item; and The at least one online commerce platform is usable to purchase items; The business management system includes: At least one software interface component, the at least one software interface component being arranged to: interacting with the commerce application to receive the item purchase data; and Interacting with the at least one online commerce platform to implement the purchase of the item using the item purchase data.

28. The business management system according to claim 27, wherein: At least one API includes: a shopping cart API arranged to interact with the at least one commerce platform to manage placement of items in a shopping cart at the at least one commerce platform; a checkout API arranged to interact with the at least one commerce platform to manage a checkout process; a shipping API arranged to interact with the at least one commerce platform to manage the collection of shipping details; and / or A payment API is arranged to interact with at least one payment gateway to manage the payment process.

29. A commerce management system according to claim 27 or claim 28, comprising catalogue data indicating a plurality of catalogue items associated with a call-to-action tag displayed with the media content, the catalogue data being derived from data stored at the at least one commerce platform and being stored online separately from the at least one commerce platform; in, The catalog data is accessible by the commerce application such that information indicating items are available for sale and associated with the call-to-action indicia is readily usable by the commerce application.

30. The commerce management system of any one of claims 27 to 29, comprising an embedded commerce creator operable to associate items available for purchase on the at least one commerce platform with the media content, such that the call-to-action indicia is viewable on the content viewer and the items are purchasable using the commerce application.

31. A method for purchasing items online, the method comprising: Provide content servers; providing a content viewer associated with a user computing device, the content viewer being in data communication with the content server and arranged to implement a business application; providing a business management system for data communication with the content viewer and at least one online business platform, the business management system comprising at least one software interface component; providing media content from the content server to the content viewer; displaying the received media content at the content viewer; providing commerce data from the content server to the content viewer, the commerce data being usable to cause a call-to-action indicia associated with at least one item for sale to be displayed at the content along with the media content; displaying the media content and a call-to-action indicia associated with at least one item for sale at the content viewer; Promoting a user to select the call-to-action tag; receiving item purchase data from the user, the item purchase data indicating an item that the user desires to purchase and that is associated with the selected call-to-action indicia; as well as Using the item purchase data to communicate with the business management system so as to use the business application to perform an action of purchasing the item; The at least one software interface component is arranged to: interacting with the commerce application to receive item purchase data indicative of a purchase of the item; as well as Interacting with the at least one online commerce platform to implement the purchase of the item using the item purchase data.

32. The method according to claim 32, wherein The at least one software interface includes at least one application programming interface API.

33. The method according to claim 33, wherein The at least one API comprises: a shopping cart API arranged to interact with the at least one commerce platform to manage placement of items in a shopping cart at the at least one commerce platform; a checkout API arranged to interact with the at least one commerce platform to manage a checkout process; a shipping API arranged to interact with the at least one commerce platform to manage the collection of shipping details; and / or A payment API is arranged to interact with at least one payment gateway to manage the payment process.

34. The method according to any one of claims 32 to 34, comprising: storing catalog data indicating a plurality of catalog items associated with a call-to-action tag displayed with the media content, the catalog data being derived from data stored at the at least one commerce platform and stored online separately from the at least one commerce platform; as well as Access to the catalog data is facilitated through the commerce application so that information indicating that items are available for sale and associated with call-to-action indicia is readily available through the commerce application.

35. The method of claim 34, comprising: The catalog data is stored at the business management system.

36. A method according to any one of claims 31 to 35, comprising: An embedded commerce creator is used to associate an item available for purchase on the at least one commerce platform with the media content, such that the call-to-action indicia is viewable on the content viewer and the item is purchasable using the commerce application.

37. The method of claim 36, comprising: The embedded commerce builder is stored at the commerce management system.

38. The method according to any one of claims 31 to 37, wherein The commerce data includes data indicating the commerce application for execution through the content viewer.

39. A method according to any one of claims 31 to 37, comprising: The business application is stored at the user computing device.

40. The method according to any one of claims 31 to 37, wherein The commerce data includes data indicative of an online location from which data indicative of the commerce application and / or data usable to cause a call-to-action tag associated with the at least one item for sale is to be retrieved.

41. The method according to any one of claims 31 to 40, wherein The business data includes application scripts.

42. The method according to claim 41, wherein The application script includes JavaScript code that is executable on the user computing device.

43. The method according to claim 42, wherein The content viewer includes a JavaScript engine to run the JavaScript code.

44. The method according to any one of claims 31 to 43, wherein The content server includes a web server.

45. The method according to any one of claims 31 to 44, wherein The content server includes an advertising content server.

46. ​​The method of claim 45, comprising: The advertisement server is arranged to provide advertisement media data and commerce data in a VAST / VPAID format in response to an advertisement unit request from the content viewer.

47. The method according to any one of claims 31 to 46, wherein The content server includes a data server associated with an application executable on the user computing device.

48. The method according to any one of claims 31 to 47, wherein The content viewer includes a web browser.

49. The method according to any one of claims 31 to 48, wherein The content viewer includes a component arranged to display advertising content.

50. The method according to any one of claims 31 to 49, comprising: The content viewer is incorporated into an application running on the user computing device.

51. The method of claim 50, wherein: The application is a social media application.

52. A method according to any one of claims 31 to 51, comprising: The user interface is displayed as an overlay on the displayed media content.

53. The method according to any one of claims 31 to 52, wherein The media content includes video content, image content and / or text content.

54. The method according to any one of claims 31 to 52, wherein The call to action markup includes an icon and / or text.

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