Shop Today turns daily breakfast viewing into a seamless shopping experience connecting audience trust with click-to-buy commercial conversions.

Nine Entertainment (Nine) has announced the launch of Shop Today, an Australian-first content-to-commerce engine integrated into Australia’s most talked about breakfast show. Combining live, talent-led broadcast segments with digital distribution across BVOD, YouTube, and socials, Shop Today turns viewer engagement into shoppable, trackable outcomes.

Shop Today transforms a traditional on-air promotion into a dynamic revenue engine. Leveraging off the success of nine.com.au’s existing shopping vertical, Shop Today will combine live broadcast segments with an aggressive digital footprint spanning nine.com.au, 9Now, YouTube, and a combined social media audience of more than 4.5 million.

Following a successful pilot, Shop Today has quickly gained momentum, with sales consistently trending upwards week-on-week and strong growth across the featured brands. Each segment is supported by an online article and embedded video of the segment, strengthening the integration and audience reach.

Seamlessly integrated into the program, the format features trusted Today, Today Extra and Weekend Today personalities – including Sylvia Jeffreys, Tom Steinfort, Alison Piotrowski, David Campbell and Belinda Russell – presenting curated product reviews across high-affinity categories such as lifestyle, home, travel, and parenting. These talent-driven reviews provide brands and audiences with a level of authenticity rarely seen in the social media age.

Backed by a dual commercial model, viewers are able to purchase featured items via the nine.com.au Shopping digital storefront, combining click-to-buy affiliate commissions and premium sponsor placements.The rollout capitalises on Today’s rapidly expanding digital consumption, with BVOD audience share more than doubling from 6% in 2022 to 19.2% in 2026.

Nine Managing Director, Streaming and Broadcast, Amanda Laing, said:

“Today is fundamentally changing how television interacts with audiences and advertisers and puts Nine at the forefront of cross-platform commercial innovation.

Shop Today bridges the gap between top-of-funnel audience trust and instant commercial conversion. By combining the massive reach of live broadcast with targeted digital distribution, we are unlocking an unprecedented, friction-free canvas for our commercial partners.”

Nine Director of Powered, Lisa Day, said:

“Advertisers are constantly seeking authentic connections that drive measurable business outcomes. Shop Today delivers exactly that by placing high-intent retail integration into environments where viewer trust is already established.

Whether leveraging our daily coverage to amplify Nine’s flagship IP like the NRL, Tennis, and State of Origin or connecting consumers directly with leading lifestyle brands, this platform allows us to turn daily attention into trackable, lower-funnel results.”

Shop Today is now live and available for brand integration, with weekly 3-5 minute integrated segments available and backed by a dedicated content and commerce team.

Thursday 17 September, 2026