Overstock to Launch ‘T-Commerce’

Last week, Overstock.com announced that it partnered with Delivery Agent, Inc., a company that converts viewers into customers via its ShopTV t-commerce platform. The partnership will enable consumers with smart TVs and connected device homes to browse and purchase items from Overstock directly from their televisions. Running now through tomorrow, the "Overstocktober" campaign offers viewers the opportunity to purchase products directly from Overstock television commercials, thus extending viewers’ options throughout the buying experience.

"At Overstock, we pride ourselves in continuing to innovate and adapt our business to the wants and needs of our online shopping customers," said Overstock's Senior Vice President of Marketing, Saum Noursalehi, in a press release from Delivery Agent. "This agreement with Delivery Agent allows us to be one of the first major retailers to offer consumers the ability to make purchases directly from their televisions, and we're excited for future possibilities of television commerce, including the potential to expand into in-show interactions."

As Noursalehi mentioned, this isn't the first time Overstock has been a trailblazer when it comes to adopting new technologies. The online retailer was the first to accept the digital currency bitcoin as a form of payment, both here in the United States and across the globe.

In addition, Overstock has been at the forefront of two of the more pressing issues facing online retailers today. The company has been outspoken in its opposition to the collection of online sales tax in states where it doesn't have a physical presence, or "nexus." Overstock has also been actively involved in supporting legislation that targets abusive litigation practices in the patent area — i.e., patent trolls.

Overstock is a forward-thinking company that fights for what it believes in, which is refreshing in today's follow-the-leader-and-keep-your-mouth-shut retail world. Patrick Byrne, the company's charismatic CEO, leads this approach. While you might not always agree with Byrne, you certainly can't say he's straddling the fence on any of the issues.

What are your thoughts when it comes to investing in innovation? Do you think t-commerce is the next big thing or generally a waste of money? And what are your thoughts of Overstock as a company? Is it a trailblazer or an attention-seeking brand? Let us know your thoughts by posting a comment below.