Tailgate Technologies, one of the pioneers in Transactional Marketing has developed a new type of video widget in which shoppers can directly buy the products they are viewing:

“Tailgate Technologies turn any online display unit into a fully functioning secure transactional space. Customers are able to buy within any widget or video overlay without disrupting their browsing experience.”

The video-shopping-innovation from Tailgate is interesting. So far most e-retailers only use their widgets as advertising space to promote their stores in social networks or blogs, in other words, as a lead generation mechanism. Tailgate brings them one step closer to the web 2.0 world by allowing them to use the same widget for executing transactions. The advantage is clear: it allows video shoppers to browse their favorite stores without having to leave their social network or community.

NOTE: VideoRetailer.org welcomes Stephan Randler who will be contributing to the site and sharing his knowledge in the areas of video commerce and online marketing.