Online commerce system

Abstract

The online commerce system includes a content server and a content viewer that displays media content. The content server provides commerce data to the content viewer that can be used to display a call-to-action associated with an item for sale along with the media content. The commerce application is configured to implement a user interface such that a user can interact with the user interface to purchase the item in response to selection of the call-to-action. The commerce application facilitates access to an online commerce platform to fulfill the purchase of the item using the commerce application. A commerce management system interacts with the commerce application to receive item purchase data indicative of the purchase of the item and connects with at least one online commerce platform to fulfill the purchase of the item using the item purchase data.

Description

[Technical Field]

[0001] The present invention relates to an online commerce system that facilitates users to purchase products and services online. [Background technology]

[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 adjacent to displayed media content and, upon clicking on the call-to-action, directing the user to a web page associated with an e-commerce store so that the user can purchase the item.

[0003] However, while this arrangement allows users to purchase items referenced or displayed within the media content, the efficiency of the process and the user experience are lacking. Summary of the Invention

[0004] According to a first aspect of the present invention, A content server; a content viewer associated with the user computing device, in data communication with the content server, and configured to implement a commerce application; An online commerce system is provided, comprising: the content server is configured to provide media content to the content viewer, and the content viewer is configured to display the received media content; the content server is also configured to provide commerce data to the content viewer, the commerce data usable to cause the content viewer to display, along with the media content, a call-to-action associated with the at least one item for sale; the commerce application is configured to implement a user interface such that a user can interact with the user interface to purchase the item in response to selection of the call-to-action display; The commerce application is configured to facilitate access to an online commerce platform for effecting a purchase of an item using the commerce application. In one embodiment, the online commerce system includes a commerce management system in data communication with the content viewer and at least one online commerce platform; The business transaction management system is at least one software interface component, interacting with a commerce application to receive item purchase data indicative of a purchase of an item; Connecting with at least one online commerce platform to execute purchases of goods using the goods purchase data. The method includes at least one software interface component configured to:

[0005] 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 cart API configured to interface with at least one commerce platform and manage placement of items in a purchase cart at the at least one commerce platform; a checkout API configured to interface with at least one commerce platform to manage the checkout process; a shipping API configured to interface with at least one commerce platform to manage the capture of shipping details; and / or A payment API configured to connect with at least one payment gateway to manage the payment process Includes:

[0006] In one embodiment, the system includes catalog data indicating a plurality of catalog items associated with a call-to-action display displayed with the media content, the catalog data being derived from data stored in at least one commerce platform, the catalog data being stored online separately from the at least one commerce platform; The catalog data is accessible by a commerce application to indicate items available for sale, and information associated with the call to action is readily available to the commerce application.

[0007] In one embodiment, the catalog data is stored in a commerce management system.

[0008] In one embodiment, the online commerce system includes an embedded commerce creator that can be used to associate items available for purchase on at least one commerce platform with media content, thereby making calls to action viewable on a content viewer and making the items available for purchase using a commerce application.

[0009] In one embodiment, the embedded commerce creator is stored in a commerce management system.

[0010] In one embodiment, the commerce data includes data indicative of a commerce application to be executed by the content viewer.

[0011] In an alternative embodiment, the commerce application is stored on the user computing device.

[0012] In an alternative embodiment, the commerce data includes data indicative of a commerce application and / or data indicative of an online location where data usable to associate a call to action with at least one item for sale can be found.

[0013] In one embodiment, the commerce data includes application scripts, which may include JavaScript code executable on the user computing device, for example, using a JavaScript engine associated with the content viewer.

[0014] In one embodiment, the content server comprises a web server.

[0015] In one embodiment, the content server includes an advertising content server, which may be configured to provide VAST / VPAID formatted advertising media data and commerce data in response to advertising unit requests from content viewers.

[0016] In one embodiment, the content server comprises a data server associated with an application running on a user computing device.

[0017] In one embodiment, the content viewer includes a web browser.

[0018] In one embodiment, the content viewer includes a component configured to display advertising content.

[0019] In one embodiment, the content viewer is embedded in an application running on the user computing device, which may be a social media application.

[0020] In one embodiment, the online commerce system includes an analytics component configured to generate analytics data that may include shopping interaction information and / or transaction information.

[0021] In one embodiment, the user interface is displayed as an overlay to the displayed media content.

[0022] In one embodiment, the media content includes video content, image content, and / or text content.

[0023] In one embodiment, the call to action comprises an icon and / or text.

[0024] According to a second aspect of the present invention, there is provided a content server for an online commerce system, comprising: the content server is capable of data communication with the content viewer; providing the media content for display in the content viewer in response to a request for the media content from the content viewer; and configured to provide commerce data to the content viewer, the commerce data usable to cause the content viewer to display, along with the media content, a call-to-action associated with at least one item for sale; The commerce data is usable by a commerce application associated with the content viewer to facilitate access to an online commerce platform and purchase of goods using the commerce application.

[0025] According to a third aspect of the present invention, there is provided a commerce management system for an online commerce system, comprising: The business transaction management system is a content viewer configured to implement a commerce application associated with a user and to cause media content to be displayed with a call to action associated with at least one item for sale, the commerce application implementing a user interface for receiving item purchase data indicating a purchase of the item; At least one online commerce platform that can be used to purchase goods; Data communication is possible, The business transaction management system is Interacting with a commerce application to receive product purchase data; Connecting with at least one online commerce platform to execute purchases of goods using the goods purchase data. The method includes at least one software interface component configured to:

[0026] According to a fourth aspect of the present invention, there is provided a method of purchasing an item online, the method comprising: providing a content server; providing a content viewer associated with the user computing device, in data communication with the content server, and configured to implement a commerce application; providing media content from a content server to a content viewer; displaying the received media content in a content viewer; providing commerce data from a content server to a content viewer, the commerce data usable to cause the content to display a call-to-action associated with at least one item for sale along with the media content; displaying a call to action associated with at least one item for sale in a content viewer along with the media content; facilitating a user's selection of a call-to-action display; receiving product purchase data from the user indicating a product desired for purchase by the user and associated with the selected call-to-action; communicating with an online commerce platform using the product purchase data to effectuate a purchase of the product using the commerce application; Includes:

[0027] The invention will now be described, by way of example only, with reference to the accompanying drawings, in which: [Brief explanation of the drawings]

[0028] [Figure 1]1 is a schematic block diagram of an online commerce system according to one embodiment of the present invention; [Figure 2] 2 is a schematic block diagram of the online trading system shown in FIG. 1, illustrating the functional components of a trading management system of the online trading system. [Figure 3] 3 is a flow diagram illustrating a method for purchasing a product or service using the online commerce system shown in FIGS. 1 and 2. [Figure 4] 10A-10C are diagrams of overlay screens presented to a user during the purchase process of an in-video purchase embodiment. [Figure 5] FIG. 10 is a diagram of another overlay screen presented to a user during the purchase process of an in-video purchase embodiment. [Figure 6] FIG. 10 is a diagram of yet another overlay screen presented to a user during the purchase process of an in-video purchase embodiment. [Figure 7] FIG. 10 is a diagram of yet another overlay screen presented to a user during the purchase process of an in-video purchase embodiment. [Figure 8] FIG. 10 is a diagram of yet another overlay screen presented to a user during the purchase process of an in-video purchase embodiment. [Figure 9] FIG. 10 is a diagram of an overlay screen presented to a user during the purchase process of an in-text purchase embodiment. [Figure 10] FIG. 10 is a diagram of another overlay screen presented to a user during the purchase process of an in-text purchase embodiment. [Figure 11] FIG. 10 is a diagram of yet another overlay screen presented to a user during the purchase process of an in-text purchase embodiment. [Figure 12] 3 is a diagram of a screen displayed to a user by an embedded commerce creator of the system shown in FIGS. 1 and 2. FIG. [Figure 13] 3 is another screen displayed to a user by the embedded commerce creator of the system shown in FIGS. 1 and 2. FIG. [Figure 14]3 is a diagram of yet another screen displayed to a user by the embedded commerce creator of the system shown in FIGS. 1 and 2. FIG. [Figure 15] 3 is a diagram of yet another screen displayed to a user by the embedded commerce creator of the system shown in FIGS. 1 and 2. FIG. [Figure 16] 3 is a diagram of yet another screen displayed to a user by the embedded commerce creator of the system shown in FIGS. 1 and 2. FIG. [Figure 17] FIG. 3 is a diagram of an analytical reporting dashboard generated by the analytical component of the system shown in FIGS. 1 and 2. [Figure 18] FIG. 3 is a diagram of trade report information displayed to a user by the analytical component of the system shown in FIGS. 1 and 2. DETAILED DESCRIPTION OF THE INVENTION

[0029] It will be understood that, for ease of reference herein, "items" available for purchase are intended to mean products available for purchase and / or services available for purchase.

[0030] Referring to FIG. 1, an exemplary online commerce system 10 according to one embodiment of the present invention is shown.

[0031] Unlike previously known online commerce systems, the present online commerce system 10 is configured to allow a user to purchase an item when viewing online media content without having to be redirected to, for example, an e-commerce system website associated with the supplier 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.

[0032] In the present online commerce system 10, a user can browse online media content and initiate the process of purchasing an item by selecting a call-to-action displayed adjacent to an item referenced or displayed in the media content. The purchasing process is managed by a commerce application that, in this example, implements a commerce user interface as a media overlay displayed on the media content. The user interacts with the commerce user interface, and the commerce application, in this example, interacts indirectly with a remote e-commerce system and a remote payment system via the commerce management system 30 to effectuate the purchase of the item without having to be directed to or access a website associated with the item's seller. In this manner, the user is provided with a seamless item purchasing and checkout experience that occurs when the user consumes online media content.

[0033] The online commerce system 10 facilitates the purchase of items from electronic commerce platforms 12 associated with sellers of the items, and in this example, each electronic commerce platform 12 stores records 13 associated with multiple items available for purchase from a single seller. However, it will be understood that electronic commerce platforms that store item records for multiple different sellers are contemplated.

[0034] To effectuate the purchase of goods, the online commerce system 10 also interacts with a payment gateway 14 configured to manage the process of receiving payments from users, such as payments from credit cards.

[0035] In this example, the online commerce system 10 includes a content server 16 configured to provide content to the user computing device 22 upon request by the user computing device 22 .

[0036] The content provided by the content server 16 to the user computing device 22 includes media content 18, which may include any one or more of video content, image content, and text content, and commerce data 20 usable to cause the content viewer 26 to display, along with the media content, a call-to-action display associated with at least one item for sale.

[0037] Commerce data 20 may include data indicative of a commerce application that is executed on a user computing device, for example, by content viewer 26, to manage an online purchasing 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, e.g., JavaScript code, that is executable on user computing device 22, for example, using a JavaScript engine.

[0038] In an alternative configuration, instead of providing data indicative of the commerce application from the content server 16 to the user computing device 22, the commerce application may be stored on the user computing device, and the content server 16 may be configured 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 that are made available for purchase along with the media content.

[0039] In a further alternative implementation, commerce data 20 includes data indicative of commerce applications and / or data indicative of online locations where data indicative of related items made available for sale may be found.

[0040] In this example, the content server 16 is a web server and the content viewer 26 is a web browser that includes a JavaScript engine 28 configured to execute JavaScript code, although it will be understood that any suitable content server content viewer is contemplated.

[0041] For example, if the content served to content viewer 26 is advertising content, an advertising unit including VAST / VPAID format advertising media data and commerce data 20, e.g., including JavaScript code, may be served from an advertising server in response to an advertising unit request from the content viewer, which may include an application such as a web browser or a social media application. In this manner, the online commerce system may be integrated with viewable online content by incorporating calls to action into the served advertising content.

[0042] The web browser 26 receives the media content 18 from the web server 16 and displays the media content 18 in the web browser. The web browser 26 also receives JavaScript commerce application scripts that are used by a JavaScript engine 28 to Displaying a call to action associated with an action to purchase the item; a user interface that allows a user to interact with the commerce application, implemented in this example as an overlay to the displayed media content 18; Facilitating access, indirectly in this example, to an online e-commerce platform so that users can purchase goods using an overlay user interface; Implementing commerce applications.

[0043] In this example, the content server 16 communicates with the user computing device 22 via a wide area network such as the Internet 24 .

[0044] User computing device 22 may be any suitable computing device, such as a smartphone, tablet computer, personal computer, or laptop computer, capable of implementing a commerce application for accessing content online and managing online purchases using an overlay user interface.

[0045] Content server 16 may be any computing device capable of functioning as a content server, such as a dedicated server computing device or a personal computer configured for server functionality.

[0046] In this example, the commerce application implemented by the content viewer 26 communicates with a remote commerce management system 30 that implements an overlay user interface and interacts with the commerce platform 12 and payment gateway 14 to effectuate the purchase of the item.

[0047] In this example, the transaction management system 30 is implemented using a suitable computing device having a processor 32, a data storage device 34 for storing programs 36 to be executed by the processor 32 and program data 38 used and generated by the programs 36, and a memory 40.

[0048] Referring to FIG. 2, a diagram of the online commerce system 10 is shown, including functional components 50 implemented by the commerce management system 30.

[0049] Functional component 50 includes at least one API 51 configured to communicate with commerce applications and, in this example, to connect with commerce platform 12 via commerce platform integration component 62 and, in this example, with payment gateway 14 via payment gateway integration component 64. This API 51 differs from traditional APIs in that it does not access databases, but rather is intended for dynamic integration with APIs associated with commerce platform 12 and payment gateway 14.

[0050] In this embodiment, the functional component 50 includes: a product API 52 configured to interface with the commerce platform 12 to retrieve information describing the items for sale for use by the commerce application, such as the item's product stock keeping unit (SKU), title, description, variant(s), and price, and to display the item information on the overlay user interface; a cart API 54 configured to interface with commerce platform 12 and manage the placement of items in a purchase cart on commerce platform 12; a checkout API 56 configured to interface with the commerce platform 12 and manage the checkout process; a shipping API 58 configured to interface with the commerce platform 12 and manage the capture of shipping details; a payment API 60 configured to interface with the payment gateway 14 and manage the payment process; Includes:

[0051] The functional component 50 also includes access data 66 necessary to enable the API 51 to access and interact with the commerce platform 12 and the payment gateway 14, including encryption keys and connection data, which may include, for example, information indicating a host domain, a store ID, a merchant ID, etc.

[0052] In this example, commerce platform 12 uses a headless API that facilitates interaction with commerce platform 12, thereby allowing API access to commerce platform 12.

[0053] It will be appreciated that differences may exist between the commerce platform APIs and / or the payment gateway 14 and, therefore, it may be necessary to provide the commerce management system 30 with APIs 51 specific to the commerce platform 12 and / or payment gateway 14, respectively.

[0054] Functional component 50 also includes catalog data 68, which may include, for example, information indicative of a plurality of catalog item records 70. Each catalog item record 70 may include basic data associated with an item available for sale on commerce platform 12, such as text describing the item, a visual representation of the item, and a purchase price for the item.

[0055] It will be appreciated that catalog data 68 is data derived from commerce platform 12, and thus, at least a partial copy of the item catalog present on commerce platform 12 is stored in commerce management system 30. This allows commerce applications on user computing devices 22 to efficiently access information indicating items available for sale and display that information on the overlay user interface. Commerce management system 30 may be configured to periodically refresh catalog data 68 stored in commerce management system 30, such that commerce management system 30 always has an up-to-date record of items available for sale on commerce platform 12; importantly, information indicating items that are not currently available for sale on commerce platform 12 is not displayed in the overlay user interface. In contrast, in conventional e-commerce systems associated with online media content, items purportedly for sale are displayed to the user, but after clicking a call-to-action and the user is redirected to a commerce-related website associated with the items, the user may be informed that the items are not actually available for sale because, for example, all such items have been sold out.

[0056] Functional component 50 also includes an embedded commerce creator 72 that can be used to add items available for purchase on commerce platform 12 to the online content so that information representing the products is displayed on the content viewer and available for purchase using the commerce application.

[0057] The functional component 50 also includes an analytical component 74 configured to generate analytical data 76 associated with the purchase of the item, which in this example includes: Clicking on a call to action Items added to the cart, A user's cart viewing; Update your cart items, View the terms and conditions of the transaction, Check-out begins, Once check-out is complete, Shipping calculations and Shipping selection and Check-out is complete Shows.

[0058] 17 shows an exemplary analytics reporting dashboard 180 including shop interaction information 182 and transaction information 184. FIG. 18 shows an example of transaction reporting information 190 associated with transactions completed using the online commerce system 10.

[0059] An exemplary method for purchasing a product or service using an online commerce system will now be described in connection with the flow chart 80 shown in FIG. 3 and the schematic illustrations of overlay screens presented to a user during the purchasing process as shown in FIGS. 4-8.

[0060] This example will be described in the context of purchasing a product shown in an animation displayed to a user on a web browser.

[0061] Using computing device 22, a user first accesses a website by providing the website address to web browser 26, and in response, web server 16 associated with the website provides data indicative of media content 18 and commerce data 20 to web browser 26 in the form of a commerce application script, as shown in steps 82 and 84. Web browser 26 then displays media content 104, as shown in FIG. 4, and executes the commerce application script to implement a commerce application including an overlay user interface, as shown in step 86. The commerce application then retrieves data indicative of available items associated with the media content, for example, using catalog data 68 in commerce management system 30, and displays calls-to-action 106, 108 in the overlay user interface, as shown in steps 88 and 90, as shown in FIG. 4.

[0062] As a user views media content 104, if the user desires to purchase an item associated with a displayed call-to-action indicator 106, 108 in this exemplary video content, the user selects the associated call-to-action indicator, in this example the form of a shopping icon 106 and a shop button 108, for example, by clicking the shopping icon 106 or shop button 108 using a mouse, as shown in step 92. In response to selecting the item by selecting the call-to-action indicator 106, 108, the commerce application communicates, in this example via the Internet 24, with an API 51 in commerce management system 30 to retrieve and provide data indicative of the selected item to the commerce application for display in the overlay user interface. The commerce application then facilitates the purchase of the item by the user interacting with the overlay user interface, with the commerce application interacting with API 51, which interacts with commerce platform 12 and payment gateway 14, as shown in steps 94 through 98.

[0063] In particular, as shown in Figure 5, after a 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 photo of the item, a description text of the item, and the item price, and payment details fields 112 that the user can use to enter payment details, such as credit card details. After the user views and completes the payment details fields 112, the user selects a confirm payment details button 114.

[0064] After confirming the payment details, the overlay user interface displays a purchaser details screen 116, as shown in Figure 6. Using the purchaser details screen 116, the user enters personal details in personal details field 118 and selects the confirm personal details button 120.

[0065] After confirming the personal details, the overlay user interface displays a details review screen 122, as shown in Figure 7. The details review screen 122 displays the entered payment and personal details, and the user confirms the payment and personal details by selecting a purchase confirmation button 124.

[0066] After the user confirms the purchase, the overlay user interface displays a purchase confirmation screen 126, as shown in FIG.

[0067] Although the above examples are described in relation 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, image and / or text content.

[0068] For example, alternative examples are shown in Figures 9-11, in which the media content 18 provided to the content viewer 26 is textual or primarily textual.

[0069] 9 and 10 show text 132 displayed in content viewer 26, which in this example is a web browser, and product information 134 and an associated call-to-action 136 in a user interface overlay. As with the embodiment shown in Figures 3-8, selecting call-to-action 136 causes the commerce application to implement an overlay user interface 140 that displays product information 142 and allows the user to interact with the commerce application to provide purchase and personal details and complete the purchase of the product, as shown in Figure 11. As with the embodiment shown in Figures 3-8, the purchase process is performed using APIs 51 that interact with the commerce application, commerce platform 12, and payment gateway 14.

[0070] While the above example is described in connection with a content viewer 22 in the form of a web browser, it will be understood that alternative content viewers are envisioned. For example, the content viewer 22 may be implemented as part of an application running on, for example, a smartphone or personal computing device, with the important aspect being that the content viewer 22 is capable of executing a commerce application that displays received media content 18, manages the display of calls to action, facilitates user interaction with a user interface, and interacts with a remote commerce management system 30 to effect purchases of goods using the remote commerce platform 12 and remote payment gateway 14.

[0071] While the above examples are described in connection with delivery of media content 18 and commerce 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 an advertising material source such that the media content includes video, images, and / or text associated with advertisements displayed on a web page or in an application, such as a social media application. In this configuration, the web page or social media application may use the VAST / VPAID protocol to retrieve and display advertisements on the web page or within the application.

[0072] 12-16, the functionality of the embedded commerce creator 72 component of the commerce management system 30 shown in FIG. 2 will now be described.

[0073] In this example, a user desiring to add embedded purchasing functionality to media content associated with the user accesses, for example, using a web browser, embedded commerce creator 72. After user authentication, the user is presented with an embedded content generation user interface.

[0074] After selecting the relevant media content, in this example a video, an add interaction page 150 of the generation user interface is displayed, as shown in Figure 12. Using the add interaction page 150, the user selects an add shoppable pin button 152 and selects a location on the media content where a call to action display 154 will appear. After selecting the call to action display location, a settings page 156 is displayed, as shown in Figure 13. Because the media content in this example is a video, the settings page 156 allows the user to select the timing of the appearance and disappearance of the call to action display 154, using a time bar 157 that is operable by the user to select a start timing location 158 and an end timing location 160 for the call to action display 154.

[0075] Using the settings page 156, the user can also select an item associated with the call-to-action display 154 by selecting a view item link 162. Selecting the view item link 162 displays a catalog selection screen 164, as shown in FIG. 14. Using the catalog selection screen 164, the user can select the item's associated catalog 166 and then select an item 170 associated with the call-to-action display 154 using an item selection screen 168, as shown in FIG. 15. After selecting the item 170, the settings page 156 is displayed again, with the associated item 170 identified in a selected product box 172. The item selection is confirmed and saved using a save button 174.

[0076] Where a prior art publication is referred to herein, it will be understood that such reference does not constitute an acknowledgement that the publication forms part of the common general knowledge in the art in Australia or any other country.

[0077] In the following claims and the foregoing description of the invention, unless the context requires otherwise by express language or necessary implication, the word "comprise" or variations such as "comprises" or "comprising" are used in their inclusive sense, i.e., to specify the presence of stated features but not to exclude the presence or addition of further features in various embodiments.

[0078] Such modifications and variations as would be apparent to one skilled in the art are deemed to be within the scope of the present invention.

Claims

1. An online commerce system, comprising: A content server; a content viewer associated with a user computing device, in data communication with the content server, and configured to implement a commerce application; a commerce management system in data communication with the content viewer and at least one online commerce platform; Including, the content server is configured to provide media content to the content viewer, and the content viewer is configured to display the received media content; the content server is further configured to provide commerce data to the content viewer, the commerce data usable to cause the content viewer to display, along with the media content, a call-to-action associated with at least one item for sale; the commerce application is configured to implement the user interface such that a user can interact with the user interface to purchase an item in response to selection of the call-to-action display; the commerce application is configured to facilitate access to the commerce management system to effectuate the purchase of the item using the commerce application; The commerce management system at least one software interface component, interacting with the commerce application to receive product purchase data indicative of a purchase of a product; and connecting with the at least one online commerce platform to execute the purchase of the item using the item purchase data. at least one software interface component configured to Online commerce system.

2. The online commerce system of claim 1 , wherein the at least one software interface comprises at least one application programming interface (API).

3. The at least one API is: a cart API configured to interface with the at least one commerce platform and manage placement of items in a purchasing cart at the at least one commerce platform; a checkout API configured to interface with the at least one commerce platform and manage a checkout process; a shipping API configured to interface with the at least one commerce platform and manage the capture of shipping details; and / or a payment API configured to interface with at least one payment gateway to manage the payment process; The online trading system of claim 2 , comprising:

4. catalog data indicating a plurality of catalog items associated with a call-to-action display displayed with the media content, the catalog data being derived from data stored on the at least one commerce platform, the catalog data being stored online separately from the at least one commerce platform; the catalog data being accessible by the commerce application to indicate items available for sale and to make information associated with the call to action readily available to the commerce application; The online commerce system according to any one of claims 1 to 3.

5. The online commerce system of claim 4 , wherein the catalog data is stored in the commerce management system.

6. 6. The online commerce system of claim 1, further comprising an embedded commerce creator that can be used to associate items available for purchase on the at least one commerce platform with the media content, thereby making the call-to-action display viewable on the content viewer and the items available for purchase using the commerce application.

7. The online commerce system of claim 6 , wherein the embedded commerce creator is stored in the commerce management system.

8. The online commerce system of any one of claims 1 to 7, wherein the commerce data includes data indicative of the commerce application to be executed by the content viewer.

9. The online trading system of any one of claims 1 to 7, wherein the trading application is stored on the user computing device.

10. 8. The online commerce system of claim 1, wherein the commerce data includes data indicative of the commerce application and / or data indicative of an online location where data usable to associate the call to action display with at least one item for sale can be found.

11. The online trading system of any one of claims 1 to 10, wherein the trading data includes an application script.

12. The online commerce system of claim 11 , wherein the application script comprises JavaScript code executable on the user computing device.

13. The online commerce system of claim 12 , wherein the content viewer includes a JavaScript engine for executing the JavaScript code.

14. The online commerce system of any one of claims 1 to 13, wherein the content server comprises a web server.

15. The online commerce system of any one of claims 1 to 14, wherein the content server includes an advertising content server.

16. 16. The online commerce system of claim 15, wherein the advertisement server is configured to provide VAST / VPAID formatted advertisement media data and commerce data in response to advertisement unit requests from the content viewer.

17. The online commerce system of any preceding claim, wherein the content server comprises a data server associated with an application running on the user computing device.

18. The online trading system of any one of claims 1 to 17, wherein the content viewer comprises a web browser.

19. The online commerce system of any preceding claim, wherein the content viewer includes a component configured to display advertising content.

20. The online commerce system of any preceding claim, wherein the content viewer is embedded in an application running on the user computing device.

21. 21. The online commerce system of claim 20, wherein the application is a social media application.

22. The online trading system of any one of claims 1 to 21, wherein the online trading system includes an analytics component configured to generate analytics data.

23. 23. The online commerce system of claim 22, wherein the analytical data includes shopping interaction information and / or transaction information.

24. An online commerce system according to any preceding claim, wherein the user interface is displayed as an overlay to the displayed media content.

25. The online trading system of any one of claims 1 to 24, wherein the media content includes video content, image content and / or text content.

26. The online trading system of any one of claims 1 to 25, wherein the call to action comprises an icon and / or text.

27. 1. A transaction management system for an online transaction system, comprising: The commerce management system a content viewer configured to implement a commerce application associated with a user and to cause media content to be displayed with a call-to-action associated with at least one item for sale, the commerce application implementing a user interface for receiving item purchase data indicative of a purchase of the item; at least one online commerce platform that can be used to purchase items; Data communication is possible, The commerce management system interacting with the commerce application to receive product purchase data; and connecting with the at least one online commerce platform to execute the purchase of the item using the item purchase data. at least one software interface component configured to A transaction management system for online trading systems.

28. At least one API a cart API configured to interface with the at least one commerce platform and manage placement of items in a purchasing cart at the at least one commerce platform; a checkout API configured to interface with the at least one commerce platform and manage a checkout process; a shipping API configured to interface with the at least one commerce platform and manage the capture of shipping details; and / or a payment API configured to interface with at least one payment gateway to manage the payment process; 28. The commerce management system of claim 27, comprising:

29. catalog data indicating a plurality of catalog items associated with a call-to-action display displayed with the media content, the catalog data being derived from data stored on the at least one commerce platform, the catalog data being stored online separately from the at least one commerce platform; the catalog data being accessible by the commerce application to indicate items available for sale and to make information associated with the call to action readily available to the commerce application; 29. A transaction management system according to claim 27 or 28.

30. 30. The commerce management system of claim 27, including an embedded commerce creator that can be used to associate items available for purchase on the at least one commerce platform with the media content, thereby making the call to action viewable on the content viewer and the items available for purchase using the commerce application.

31. 1. A method of purchasing items online, comprising: providing a content server; providing a content viewer associated with a user computing device, in data communication with the content server, the content viewer configured to implement a commerce application; providing a commerce management system in data communication with the content viewer and at least one online commerce platform, the commerce management system including at least one software interface component; providing media content from the content server to the content viewer; displaying the received media content in the content viewer; providing commerce data from the content server to the content viewer, the commerce data usable to cause the media content to display a call-to-action associated with at least one item for sale; displaying the call to action associated with at least one item for sale in the content viewer along with the media content; facilitating a user's selection of the call-to-action display; receiving product purchase data from the user indicating a product desired for purchase by the user and associated with the selected call-to-action display; communicating with the commerce management system using the product purchase data to effectuate the purchase of the product using the commerce application; Including, the at least one software interface component: interacting with the commerce application to receive the item purchase data indicative of a purchase of the item; and connecting with the at least one online commerce platform to execute the purchase of the item using the item purchase data. A method configured to:

32. 33. The method of claim 32, wherein the at least one software interface comprises at least one application programming interface (API).

33. The at least one API is: a cart API configured to interface with the at least one commerce platform and manage placement of items in a purchasing cart at the at least one commerce platform; a checkout API configured to interface with the at least one commerce platform and manage a checkout process; a shipping API configured to interface with the at least one commerce platform and manage the capture of shipping details; and / or a payment API configured to interface with at least one payment gateway to manage the payment process; 34. The method of claim 33, comprising:

34. storing catalog data indicating a plurality of catalog items associated with the call-to-action display displayed with the media content, the catalog data being derived from data stored on the at least one commerce platform, the catalog data being stored online separately from the at least one commerce platform; facilitating access by the commerce application to the catalog data to indicate items available for sale, whereby information associated with the call to action is readily available to the commerce application; The method of any one of claims 32 to 34, comprising:

35. 35. The method of claim 34, including storing the catalog data in the commerce management system.

36. 36. The method of claim 31, further comprising using an embedded commerce creator to associate items available for purchase on the at least one commerce platform with the media content, thereby making the call to action viewable on the content viewer and the items available for purchase using the commerce application.

37. 37. The method of claim 36, including storing the embedded commerce creator in the commerce management system.

38. The method of any one of claims 31 to 37, wherein the commerce data includes data indicative of the commerce application to be executed by the content viewer.

39. A method according to any one of claims 31 to 37, comprising storing the commerce application on the user computing device.

40. 38. A method according to any one of claims 31 to 37, wherein the commerce data includes data indicative of the commerce application and / or data indicative of an online location from which data usable to associate the call to action with at least one item for sale can be found.

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

42. 42. The method of claim 41, wherein the application script comprises JavaScript code executable on the user computing device.

43. 43. The method of claim 42, wherein the content viewer includes a JavaScript engine for executing the JavaScript code.

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

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

46. 46. ​​The method of claim 45, comprising configuring the ad server to provide VAST / VPAID formatted advertising media data and commerce data in response to an ad unit request from the content viewer.

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

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

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

50. A method according to any one of claims 31 to 49, comprising embedding the content viewer in an application running on the user computing device.

51. 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 displaying the user interface as an overlay to displayed media content.

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

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

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