In an approach for enabling multiple users to make e-commerce purchases from interactive advertisements using wearable device gestures, a processor identifies a wearable device attempting to pair with a smart display. A processor verifies a user wearing the wearable device is an authenticated user. A processor detects a gesture made by the user based on a sensor of the wearable device. A processor identifies an action the gesture is mapped to. A processor determines whether the user is authorized to complete the action mapped to the gesture detected. Responsive to determining that the user is authorized to complete the action mapped to the gesture, a processor completes the action the gesture is mapped to.