QVC has launched its first shoppable ad, allowing viewers to browse items from its latest fashion lines by clicking through to them from video.

The TV shopping network unveiled its first shoppable advert, which stars pop star Sophie Ellis-Bextor, as part of its ongoing investment in ecommerce and its growing mobile proposition.

QVC shoppable ad

The C. Wonder womenswear collection featured in the ad went on to sell out on the same night the video was released on YouTube.

The campaign was created by PR agency Shine @ The Academy and features Ellis-Bextor in eight different outfits, which shoppers can click on to be directed to QVC’s website or browse the rest of the range.

The retailer said the shoppable ad was designed “to boost its etail credentials and remind shoppers that it is more than just a TV shopping channel”.

QVC’s fashion buying director Nick Chalkley said: “Our customer spends an increasing amount of time shopping online so a shoppable music video is a great way to launch the brand in the UK”.