Abstract: A web based interactive multimedia platform that provides web based commercial activity is provided. The web based interactive multimedia platform includes a core structure and one or more modules installed on top of the core structure and interconnected to each other and the core structure via a common interface. The core structure facilitates the playing of video within the platform on a web browser page, and the displaying other media within the platform on a web browser page platform. The core structure is to be embedded within the code base of a web browser having built-in multimedia processes. The one or more modules provide additional functionality, interactivity, and/or shoppability to enhance user shopping experience.