Methods to present video and purchasing function content embedded in the video in a single user interface. The user interface may be configured to allow the user watching the video to take an action with respect to the video content, which may include items for purchase, and to allow the user to both watch the video content, and select the item for purchase in one transaction step. In other embodiments, the video content is segmented such that a user is provided the ability to select one or more objects in the video. In other embodiments, the user interface provides a dynamic message such as a “call to action” to a user. The call to action may be timed with the video and/or with the user viewing selections in order to urge a user to take a pre-determined action such as purchase a product, make a donation, and the like.