The Clarkson effect. Television is set to play a big role in commerce in the future, and the line between being a huge retailer and being a huge media company will blur. Content will be more important for some than others, but few can completely ignore it. Elsewhere, new e-commerce platforms are emerging as the makers of game consoles start to innovate in the online retail space. In the future, we can expect to see gadgets that will provide shoppers with a way of buying products they see in TV shows directly via their TV.