Google+ has slowly been making its way into the social media landscape of corporate America and brands worldwide since its introduction in 2011. Although its adoption by brands and individuals has been sluggish in comparison to other social media staples, Google+ has changed the world of social for brands with “Hangouts”.

Hangouts are live, real-time video chats where up to ten people can interact through conversation, screen sharing and watching YouTube videos. Brands are taking advantage of this free tool by uniting brand ambassadors, spokespeople and officials to present ideas and talk to consumers virtually face-to-face. Individuals are also using Hangouts for easy video conferencing with co-workers (and their Google Drive integration) as well as an alternative to other apps like Skype and FaceTime.

Google has expanded their Hangouts even further to integrate online shopping for brands. The new “Shoppable” Google+ Hangouts debuted in late 2013, but brands have been slow to take advantage of this feature which places engaged consumers within a click of purchase. Will this new feature someday replace the HSN’s and QVC’s of today’s shopping via cable TV?

In October 2013, high-end fashion designer Diane von Furstenberg along with partners at Lucky Magazine hosted the first Google+ Shoppable Hangout live from New York. As the designer unveiled her line of new fashions, five of her biggest fans could purchase exclusive items on the right-hand of their screens.

This month, NASCAR’s Dale Earnhardt, Jr. and defending Cup Series Champion Jimmie Johnson will be featured in a Google+ Shoppable Hangout to showcase their new team merchandise for this NASCAR Sprint Cup season which kicks off February 23 with the Daytona 500.

Regardless if Shoppable Google+ Hangouts transform the world of e-commerce or bring about the end of TV cable shopping, this new trend holds big opportunities for marketers and creates a dynamic way for brands to connect in real time with consumers like never before.