Video e-commerce

Apparatus, to facilitate video interactions between a publisher, and a set of end users, the publisher having content available from a network-accessible site, and each of the set of end users having a device that includes a media player, the apparatus comprising:

• one or more hardware processors;
• computer memory storing computer program code adapted to be executed in the one or more hardware processors to:
• receive information to configure a video module to execute in association with the end user media players, wherein a configuration of the video module includes video sequencing control information, wherein a particular instance of the video module is adapted to execute as an end user media player renders a video to provide for video sequence control and interactivity to the video, the interactivity specifying at least one of a set of interactivity actions available to an end user while the video is being rendered by the end user media player according to any video sequencing control data specified by the video module, the particular instance of the video module operative to augment operation of the end user media player with which it executes to thereby improve the end user media player;
• publish the video module;
• and
• receive data about (i) execution of the video module in the end user media players, and (ii) the interactivity actions.