A method is provided for controlling electronic storefronts presented using a set-top box over a communication network. The method includes sending, by a server, electronic video content over the communication network for delivery to a set-top box. The electronic video content includes a trigger that instructs a processor in the set-top box to display options in a graphical user interface on a display device, and an embedded selectable trigger that causes the processor to display at least one popup on the display device. The method also includes sending, by the server, a retrieved electronic storefront over the communication network to the set-top box, wherein the retrieved electronic storefront, including user-selectable assets, is virtually presented on the display device by the set-top box.