T-Commerce is a term describing trade via a (smart) digital TV-set which – besides its main functionality – acts as a marketing channel enabling bidirectional communication[1] enabling interactive advertising and addressable advertising.
The promise of T-commerce is to enhance shopping channels as well as regular TV ads by offering consumers a "One-Click" "Buy It" possibility.
[2] An alternative reading of T-Commerce expands the "T" to tablet[3] which would – as tablet computers are predominantly mobile devices -then belong to the realm of mobile commerce.
Irrespective of the interpretation of the "T", the extra value of the marketing channel lies in the direct interactivity the devices offer.
[4][5] H&M was one of the first companies to air a commercial with t-commerce enabled during the Super Bowl in 2014.