The Uppleva TV, coming to selected European IKEA stores next month, will offer a built-in shopping and payment solution, gigaon.com reported Monday.
Users who press a red button on the TV's remote control during certain on-screen IKEA ads will see a browser window open, prompting registered users to enter a password and confirm their order for the item featured in the ad.
The item would then be shipped to the user's registered address.
The technology, developed by a German company called Connept, will be IKEA's first try at a TV-based shopping experience although the company has not released many technical details of the televisions so far, gigaom.com said.
IKEA, founded in 1947 by Ingvar Kamprad in Sweden, is now headquartered in Delft, Netherlands.
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