Electronics giant LG has struck a deal to integrate PayPal into its Smart TV platform, enabling viewers to pay for products and services through their remotes.
The integration means that couch potatoes in the US, UK and Canada can use their PayPal account, rather than credit card, to purchase on-demand content from their sofas.
PayPal says the technology can also be used by retailers and charities for interactive TV advertisements that let viewers make purchases or donations in real time.
The LG agreement follows similar deals struck last year in the US with DVR outfit TiVo and Comcast Cable.
"The online and offline worlds have merged and commerce can now happen anytime and anywhere, and we believe the television is a natural outlet for commerce and we're excited about bringing the ease, security and functionality of PayPal to this new experience," says Randall Davies, senior director, global business development, PayPal.
Meanwhile, the firm has formed a partnership with fellow eBay subsidiary Magento to bring 'in-aisle selling' and 'order-ahead' functionality to the 150,000 merchant that use the latter's custom stores.
The in-aisle selling extension gives retailers a way to connect to PayPal Here to complete transactions anywhere in store without having to use the checkout. The order ahead feature means customers can make an order from a merchant store and pay through the PayPal mobile app before picking it up.