Chinese online video site operator Tudou (Nasdaq: TUDO) today announced the launch of in-video e-commerce technology to be used on PepsiCo's online store and promotional platform on Alibaba Group's B2C e-commerce site TMall (pepsi.tmall.com).

When playing a video, viewers who see a product of interest can click on the items and be directed to the purchase page on TMall. For example, if a viewer sees someone wearing a hat and drinking a beverage in the video, the viewer can purchase either product just by clicking on them.