{"id":1789734,"date":"2026-02-24T11:00:00","date_gmt":"2026-02-24T08:00:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1789734"},"modified":"2026-02-24T11:00:00","modified_gmt":"2026-02-24T08:00:00","slug":"a-new-app-wants-to-finally-crack-shoppable-tv","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1789734","title":{"rendered":"A New App Wants to Finally Crack Shoppable TV"},"content":{"rendered":"

[analyse_image type=”featured” src=”https:\/\/assets.vogue.com\/photos\/699c9ccbe611882bdf702cdb\/16:9\/w_1280,c_limit\/silvr-vogue-business-social-newsletter.jpg”]<\/p>\n

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Technology<\/span><\/div>\n<\/div>\n

A New App Wants to Finally Crack Shoppable TV<\/h1>\n
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By <\/span>Amy O\u2019Brien<\/span><\/span><\/span><\/div>\n

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Photo: Giulia Parmigiani, courtesy of Netflix<\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<\/div>\n<\/div>\n
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Shopping what we see on our TV screens has long been an industry pipe dream \u2014 a great idea in theory that\u2019s been difficult to execute.<\/p>\n

Now, two former Google executives think they\u2019ve cracked it. Josh Lanzet, who spent 13 years at Google leading media and entertainment partnerships for streaming, and Jason Fahlstrom, who spent 11 years working on the tech company\u2019s AI strategy, have spent the last two years working with the latest AI and computer vision technology to build Silvr, a startup they\u2019re hoping will bring us this dream of shoppable TV via an app that launches on February 24. Angel investors from Netflix, Disney, Google and LinkedIn backed the startup in a family and friends funding round last month, and the founders are now gearing up to raise $3 million in pre-seed investment.<\/p>\n

Silvr\u2019s consumer-facing app allows viewers to point their cameras at their TV or laptop screen to instantly identify and shop the exact item a character is wearing. They\u2019re also building a white-label B2B platform to enable instant commerce for streamers like Netflix and HBO Max, so that viewers can pause and click on their screens to shop.<\/p>\n

\u201cFor the longest time, the \u2018where did you get that?\u2019 problem has been a visual question answered with a text-based answer, but now our consumer app matches it with a visual answer,\u201d Lanzet says. \u201cThere\u2019s been object recognition but no fashion recognition, and that\u2019s what Silvr brings.\u201d<\/p>\n

Fashion brands and streamers are taking note. Silvr has partnered with over 300 fashion brands ahead of launch, including Alexander McQueen, Isabel Marant, Etro, Alo Yoga, Nike, New Balance, and Ganni. It\u2019s also got major retailers like Nordstrom, Macy\u2019s and Amazon on board, resale and vintage platforms like The RealReal and 1stDibs, and has partnered with Impact.com, CJ and Rakuten, the affiliate networks behind e-commerce attribution. Lanzet and Fahlstrom also say they\u2019re in \u201cactive discussions\u201d with all the major streaming platforms for their B2B product, with one platform having already signed a letter of intent.<\/p>\n