E-commerce integration connects the screen or the video to the online store, so what is shown reflects the real catalogue, price and availability, and can lead to a purchase without retyping anything.
Two payoffs. Content stays correct without duplicate maintenance, which is the same argument as any integration. And the screen becomes a route into the basket: a scan that carries a product to the phone, or an interactive video where choosing a variant adds the right one.
The caveat is stock, and it is what breaks trust fastest. A screen showing an item that is available online but not in this store creates a customer walking to a shelf that does not have it. The integration has to distinguish online availability from local availability, and if the underlying systems cannot, the screen should not imply it can.
Second, decide where the transaction completes. Screens are poor at payment: no keyboard, no privacy, shared surface. The reliable pattern is that the screen assembles the basket and the phone completes it.