Nine 2027 Upfront: Shop Today turns breakfast TV into a shopping engine – Nine has announced Shop Today, a content-to-commerce platform that turns product segments featuring the Today family of programs into a digital shopping experience.
Announced at Nine’s 2027 Upfront, Shop Today combines live talent-led television with distribution across 9Now, YouTube, social media and nine.com.au. The initiative gives the Today brand a new commercial extension while keeping the familiar on-air product-review format at its centre.
Today talent at the centre
Shop Today will feature Today, Today Extra and Weekend Today personalities including Sylvia Jeffreys, Tom Steinfort, Alison Piotrowski, David Campbell and Belinda Russell. The hosts will present curated reviews across lifestyle, home, travel and parenting categories.
Each segment is supported by an online article and an embedded product segment, with viewers able to purchase featured products through the nine.com.au Shopping storefront. Nine says the model combines affiliate commissions with premium sponsorship placements.
A broadcast and digital rollout
Nine says the initiative follows a successful pilot, with sales trending up week on week across featured brands. It also says Today’s BVOD audience share has increased from 6 per cent in 2022 to 19.2 per cent in 2026.
Managing director of streaming and broadcast Amanda Laing said the project joined live broadcast reach with targeted digital distribution. Shop Today is live for brand integrations, with weekly three-to-five-minute segments supported by a dedicated content and commerce team.
For more TV Central Channel 9 news, head here. Watch Today on 9Now.
Meanwhile, the 2027 plan puts local content and platform investment at the centre of Nine’s wider offering. As a result, the announcement gives audiences a clearer view of how the group plans to connect television, streaming and related media. In addition, Nine says it will roll out the new initiatives nationally. Ultimately, the strategy is intended to support its 2027 audience and content plans.
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