Turning Screens Into Stores: NBTV’s Nick Buzzell On The Future Of Shoppable TV

Since the dawn of TV, marketers and networks have built systems to convert attention from a big screen into the sound of a register ringing.

From home shopping networks, 1-800 numbers, websites, QR codes and ear worm jingles to Dealing Doug inviting you down this weekend to buy a car—- TV has always been a messy marketing funnel where the path from ad exposure to conversion goes through the wild west.

People have talked about Jennifer Aniston’s sweater since Friends was making new episodes only to deliver clunky, unrealistic solutions viewers at home don’t know what to do with.

But in recent years, things have changed. Retail media network now have purchase data, CTV can be more precise in targeting, social video is changing how people behave and big retailers like Amazon and Walmart are making huge strides to transform the TV experience — making “connected commerce” a hot topic heading into 2026.

In this episode, I talked to one of the pioneers of this more modern, sophisticated wave of connected commerce: Nick Buzzell, Chairman and CEO of NBTV, the company behind Spirits Network and Golf Nation, and the BuyBar Tech that can turn ads into same screen shopping using a remote.

Jason Damata: Nick, everyone’s talking about shoppable TV, but most people still think it’s just QR codes. Can you explain how NBTV’s technology actually works?

Nick Buzzell: NBTV is a shoppable media company, and we’ve built the patented Buy Bar—the first same-screen technology that lets viewers purchase products directly from premium video content on connected TVs and mobile devices. Essentially, we’re turning screens into stores without interrupting the viewing experience.

Jason Damata: Can you show how it works?

Nick Buzzell: Here’s our platform, Spirits Network. It’s free to join at spiritsnetwork.com. We feature original content and products for sale across categories—everything from recipes to mixology and lifestyle programming. One of our flagship shows is The Pantry with Tom Colicchio, featuring guests like Liev Schreiber and Sarah Jessica Parker and other celebrity chefs. When Sarah came on to sell her wine, you could watch the show and buy her wine instantly through the Buy Bar delivered to your home.

Jason Damata: So you’re actually purchasing directly within the show?

Nick Buzzell: Exactly. The Buy Bar can appear when triggered in the video or brought up by the viewer. You just click “Quick Buy,” and the purchase happens right there on the same screen—no redirects, no leaving the content, no phone required — simply click,buy, delivered. Once you’ve signed up for a free profile, you enter your payment and shipping info one time. It’s remembered across all devices, so you can start a cart on your phone and complete the purchase later on your TV. It’s a continuous, universal cart experience.

Jason Damata: And that’s true even on TV maker platforms?

Nick Buzzell: Yes. We designed it for single sign-on authentication—like Netflix. You pair your device once, and from then on, your cart and preferences sync everywhere. You can even store multiple delivery addresses for different homes. There’s no second device needed, and you can make purchases or even donations directly on-screen.

Jason Damata: If I’m a brand making ads or branded content, how can I integrate this?

Nick Buzzell: You just reach out to us as we offer a fully integrated turnkey shoppable solution. We can enable the Buy Bar in your existing ad or original content, create new content and/or help build a custom channel. We’ve already integrated it into our owned channels—Spirits Network and Golf Nation—but we also partner with others and are expanding to other platforms and streaming services. For example, on Golf Nation, viewers can buy golf balls, gloves, or apparel featured in the show, fulfilled through partners like Dick’s Sporting Goods and Golf Galaxy.

Jason Damata: That’s impressive. And it looks easy to use.

Nick Buzzell: That was key for us. We’ve invested heavily in making the consumer experience frictionless and far reaching into hundreds of millions of screens, especially CTV. Engagement averages 14 minutes per session, and the average cart size is over $250. The more people see it, the more they use it—it’s habit-forming in a good way.

Jason Damata: You come from a production background. Why start a tech company like this?

Nick Buzzell: After 17 years in original content production working with Fortune 500 brands and celebrities, I realized everyone had the same goal: tell a story and sell a product. We built the Buy Bar to do both—combining premium storytelling with seamless commerce. Advertising models haven’t kept up with how audiences watch content. Younger viewers reject traditional ads, and streaming platforms are leaving billions on the table. NBTV exists to bridge that gap—unlocking new revenue streams for brands, creators, and platforms, while creating a better viewer experience.

Jason Damata: Who are your main customers—brands, platforms, or creators?

Nick Buzzell: All of the above. We’ve proven the model through Spirits Network and Golf Nation, which are live on VIZIO, Apple TV & IOS and Android today, and we’re expanding to Samsung and other OEM platforms. The most exciting part is the native TV experience—using your remote to buy directly on-screen. It’s effortless and feels natural. It’s the holy grail of advertising and monetization.

Jason Damata: So the technology could be used by streaming platforms themselves?

Nick Buzzell: Exactly. Imagine Netflix integrating the Buy Bar. They could instantly add a premium shoppable ad unit, letting viewers buy from integrated ads or merchandise from their own shows—say a Stranger Things lunchbox—without leaving the episode. We’ve patented this technology, and it was actually invented by my dad, Mike Buzzell, who’s our CTO. He’s the real genius behind the platform, with 35 years of technical experience and it’s been amazing building this together as a family business.

Jason Damata: What’s something people might not know about you outside of work?

Nick Buzzell: I’m a volunteer firefighter in my hometown of Rhinebeck, New York. It runs in my family—I started as a call firefighter in Hampton Beach, New Hampshire, when I was younger and took a break when I moved to NYC. It’s great to be back at it, we handle over a thousand calls a year. It’s a tight-knit, all-volunteer crew, and it keeps me grounded and connected to my community. My kids love it too—they think I spend all day driving fire trucks!

Jason Damata: That’s incredible. Thanks for your service—and for the conversation.

Nick Buzzell: Thanks, Jason. You can learn more at nbtvinc.com, spiritsnetwork.com, golfnation.com, or buybar.io.