ChannelAdvisor Corporation, the cloud-based e-commerce software provider, announced on Tuesday the launch of Shoppable Media, a tool to “help businesses reach purchase-ready consumers more efficiently,” according to a press release.

The COVID-19 pandemic has accelerated digital transformation for retailers as consumers increasingly trend toward online shopping as a preferred method. With Shoppable Media, ChannelAdvisor aims to help retailers and brands reach customers online through websites, social media, email and digital ads while gathering action data for businesses to improve online performance.

“ChannelAdvisor continues to support brands and retailers with digital transformation in an increasingly volatile e-commerce environment. Shoppable Media can help brands connect their customers with purchase options, whether on the brand’s website or from within digital media,” Steve Frechette, Vice President of product management at ChannelAdvisor, said in the release.

ChannelAdvisor touted its Shoppable Media offering as a way to help brands “ease the path to purchase directly from their websites and across various marketing and advertising channels.”

The Shoppable Media product includes the features of Where to Buy Online and Where to Buy Local to connect shoppers online directly to products on official retail websites or local stores. Shoppable Media will also include Dynamic Shopping Links, Buy Now Interstitial, and Shoppable Media Analytics Console to enhance audience reach online and improve the digital shopping experience.

Additionally, ChannelAdvisor will add the analytics tool of New Order Pipeline Dashboard to help businesses decrease costly order processing delays to improve operations during peak volume periods, especially during the holiday rush.

ChannelAdvisor plans to release these new features in a webinar scheduled for Oct. 20.

Shares of ChannelAdvisor were last trading up 27 cents near $17.25.