Abstract: The present inventive solution relates to facilitating purchasing of products and services that appear in video content, for increasing conversion rates to sales. A video player accesses a video and timestamped metadata relating to the content of the video. A Graphical User Interaction module uses them to create a purchase facilitator, which is rendered by a video renderer onto the video content. A purchase manager receives the purchase facilitator and a user's purchase command, and services the purchase command, which is associated with the purchase facilitator, by contacting an e-commerce platform. The GUI module receives from the e-commerce platform and feeds to the video renderer a description, a price, and payment instructions for the product associated with the purchase command. In another exemplary embodiment, the purchase manager creates a set of purchase commands equal to the number of products contained in the video.