Roku Inc’s (NASDAQ: ROKU) shares opened today approximately 5.0% higher after the media streaming company announced a new partnership with Shopify Inc (NYSE: SHOP).

Here’s what we know so far: Viewers will now be able to conveniently make purchases in the online store directly from their televisions.

They would be able to pay for the purchase using Roku Pay, as stated in the press release. According to Peter Hamilton, Senior Director of Ad Innovation at Roku Inc:

“This is a great example of Roku’s unique position as a platform to make advertisers unmissable during the streamer’s journey, from start to purchase completion.”

Roku’s shares are now up nearly 100% from the beginning of this year. However, the California-based company remains one of the favorites of renowned investor Cathie Wood (learn more).

What are the benefits for Shopify advertisers?

Working with Roku will also allow Shopify advertisers to gather more data and insights to better analyze purchasing trends. Mani Fazeli from the e-commerce company stated today:

“By collaborating with Roku to make Shopify Checkout available through new channels, we are making it easier for more brands to promote deeper engagement and reach new audience segments.”

The press release named Ergatta, True Classics, and Olly as initial advertising partners. The initiative is based on Action Ads,” a platform that directly connects consumers with advertisers.

Roku is expected to report its second-quarter earnings on July 27. The consensus is that the company will lose $1.21 per share this quarter compared to 82 cents per share a year ago.