Choosing a Marvel, Star Wars or FX program when surfing Hulu or Disney+? Pretty easy. Adding shopping into the mix? Not always so.

Disney hopes to meld streaming and selecting by adding new virtual “storefronts” to its popular broadband venues that will allow viewers to order snacks or pick out products they’ve seen in their favorite shows, all while continuing to keep their binge on. The company is the latest to experiment with ways to harness the interactive nature of streaming, which allows viewers to control their experience with a few clicks of their remote.

Disney will partner with ad-tech startup Shopsense to create new virtual storefronts that will be linked to some of the commercials it shows on its streaming outlets. Viewers can move to purchase fashions, products and offers tied to the series, movies or sports they are watching. The company is teaming up with Gopuff, a digital delivery service, to offer a virtual “concession stand” that will allow subscribers to order snacks, drinks and candy while streaming programs.

“I’m excited to see streaming ads finally being optimized for streaming, rather than just replicating the linear experience,” said Jamie Power, senior vice president of addressable sales for Disney, in a statement. “Advertisers are recognizing the shift. By connecting retail media signals to our content, we’re helping brands create more personal, actionable and measurable experiences — enabling shoppable storytelling and delivering solutions that truly move the needle.

While many commercials entertain or provoke, their main goal is to sell. Advertisers are always interested in understanding how they can get consumers to make a purchase or close a deal. Such technology can help.

Others have tested similar waters. Paramount has worked with Shopsense to create purchasing opportunities during awards programs, such as MTV’s Video Music Awards. NBCUniversal last year offered advertisers the opportunity to create ways for viewers of the Paris Olympics to order food or beverages as they watched the Games.

Some viewers will likely see an interactive shopping opportunity in the not too distant future. Dick’s Sporting Goods will feature its Calia women’s-fashions brand in a coming episode of “Project Runway,” and viewers who choose to do so will be able to visit a curated storefront and buy things to wear.