Customized e-commerce tags in realtime multimedia content

A system comprising:

• one or more processors;
• and
• one or more non-transitory computer-readable media storing instructions executable by the one or more processors, wherein the instructions cause the one or more processors to perform acts comprising:
• determining that multimedia content displays a representation of an item offered for sale by a merchant (1) at a first timestamp during output of the multimedia content and (2) at a first location relative to a viewable window of a user device;
• generating an interactive element, wherein the interactive element comprises an e-commerce tag interactable for purchase of the item;
• rendering, at the first timestamp and on a display of the user device, the interactive element overlaid on a first portion of the multimedia content and positioned relative to the representation of the item in a predetermined spatial configuration in the viewable window;
• determining that the multimedia content displays the representation of the item (1) at a second timestamp during the output and (2) at a second location relative to the viewable window;
• rendering, at the second timestamp and on a display of the user device, the interactive element overlaid on a second portion of the multimedia content and positioned relative to the representation of the item in the predetermined spatial configuration in the viewable window;
• detecting an interaction with the interactive element via the user device by a user;
• and
• based on detecting the interaction, causing presentation, on the display of the user device, of a graphical user interface configured to allow the user to purchase the item.

One or more non-transitory computer-readable media storing instructions executable by one or more processors that, when executed by the one or more processors, cause the one or more processors to perform acts comprising:

• determining that multimedia content displays a representation of an item offered for sale by a merchant (1) at a first timestamp during output of the multimedia content and (2) at a first location relative to a viewable window of a user device;
• generating an interactive element, wherein the interactive element comprises an e-commerce tag interactable for purchase of the item;
• rendering, at the first timestamp and on a display of the user device, the interactive element overlaid on a first portion of the multimedia content and positioned relative to the representation of the item in a predetermined spatial configuration in the viewable window;
• determining that the multimedia content displays the representation of the item (1) at a second timestamp during the output and (2) at a second location relative to the viewable window;
• rendering, at the second timestamp and on the display of the user device, the interactive element overlaid on a second portion of the multimedia content and positioned relative to the representation of the item in the predetermined spatial configuration in the viewable window;
• detecting an interaction with the interactive element via the user device by a user;
• and
• based on detecting the interaction, causing presentation, on the display of the user device, of a graphical user interface configured to allow the user to purchase the item.