Studio.co.uk and TV shopping channel, Ideal World TV are partnering in a deal which will see the Lancashire based home shopping company launch live shoppable content across all Ideal World TV’s social platforms.

Peterborough-based Ideal World TV will provide studio space for Studio.co.uk, livestreaming the retailer’s products on popular social media platforms such as Facebook, Instagram and YouTube – as well as broadcasting on Ideal World’s own TV shopping channels in a deal which will give customers detailed product reviews and great value deals.

The partnership follows Ideal World TV signing a similar deal last month and highlights a shift in eCommerce with increasing numbers of UK brands starting to look at how they can create social commerce activity for their customers.

Studio.co.uk will launch with its fashion offer initially and is expected that other categories will follow including home, electricals, garden, toys and gifts.

“We’re delighted to be partnering with Ideal World to create some high quality shoppable video content together” said Paul Kendrick, CEO of Studio.co.uk.

“They have a talented team in place and state-of-the-art TV facilities. We know that our customers like engaging content to help them when considering a potential purchase. By providing this style of shoppable content we will not only reach new audiences – but increase touchpoints with our existing customer base. We’re excited to see the partnership in action this weekend, as we bring Studio Value to a new arena.”

Hamish Morjaria, CEO of Ideal World TV commented: “We are leading the way in social shoppable content in the UK that can be used across multiple platforms.

“Whilst there is no doubt social influencers can reach many audiences; our team of presenters are trained in engaging in high-energy and high-quality demonstrations, explaining the product in detail, enabling them to make a considered purchase with confidence. This gives TV the edge and is the reason so many retailers are looking to partner with us right now.”