Customized e-commerce tags in realtime multimedia content

1. A method, implemented by at least one server computing device of a service provider, the method comprising:

receiving, from a specific user device, a request to output multimedia content including a representation of an item offered for sale by a merchant;

determining a user profile associated with the specific user device that has requested to output the multimedia content, the user profile including a purchase history of a user;

determining a user preference based at least in part on the purchase history;

generating an interactive element configured to be overlaid onto at least a portion of the multimedia content, the interactive element containing content about the item based at least in part on the user preference and technical features of the specific user device;

generating an e-commerce tag, wherein the e-commerce tag identifies sections of previously created content and latest available information of live content;

associating the e-commerce tag and the interactive element including the identifying information with the multimedia content;

causing display of the interactive element in response to the multimedia content being displayed on the specific user device; and

causing, based at least in part on input data indicating selection of the interactive element, display of a user interface configured to allow a user of the specific user device to purchase the item.

2. The method as claim 1 recites, further comprising:

receiving transaction data associated with past transactions of the user profile;

utilizing the transaction data for processing past transactions;

determining the purchase history based at least in part on the transaction data;

determining one or more attributes associated with the past transactions, the one or more attributes indicating purchasing trends of the user profile; and

determining an attribute about the item that corresponds to the one or more attributes, wherein generating the interactive element including the identifying information emphasizing details about the item includes emphasizing the attribute about the item that corresponds to the one or more attributes.

3. The method as claim 1 recites, further comprising:

determining that historical user input to the specific user device is of a specific input type, the specific input type selected from at least one of a touchscreen input type, a click input type, a quick response code input type, an audible input type, or a gesture input type, wherein the user preference includes the specific input type; and

causing the identifying information to be presented as the interactive element configured to receive the specific input type.

4. The method as claim 1 recites, further comprising:

determining a degree of item detail associated with items purchased in past transactions associated with the user profile, wherein the user preference indicates the degree of item detail; and

wherein the identifying information includes the degree of item detail.

5. A system comprising:

one or more processors; and

non-transitory computer-readable media storing instructions that, when executed by the one or more processors, cause the one or more processors to perform operations comprising:

receiving, from a specific user device, a request to output multimedia content including a representation of an item offered for sale;

determining a user profile associated with the request to output the multimedia content;

determining a user preference based at least in part on purchase history associated with the user profile;

generating, based at least in part on the user preference, an interactive element configured to be overlaid onto at least a portion of the multimedia content, the interactive element containing content about the item based at least in part on the user preference and technical features of the specific user device, wherein generating the interactive element is performed in response to receiving the request;

generating an e-commerce tag, wherein the e-commerce tag identifies sections of previously created content and latest available information of live content;

associating the e-commerce tag and the interactive element including the identifying information with the multimedia content;

causing display of the interactive element in response to the multimedia content being displayed on the specific user device; and

causing, based at least in part on input data indicating selection of the interactive element, display of a user interface configured to allow a user of the specific user device to purchase the item.

6. The system as recited in claim 5 , wherein the user preference includes at least one of a color option associated with the item, a size option associated with the item, an item type associated with the item, a brand option associated with the item, a fulfillment option associated with the item, or an item quantity.

7. The system as recited in claim 5 , the operations further comprising:

determining, from the purchase history, one or more item categories of items previously purchased in association with the user profile, the user preference indicating the one or more item categories; and

determining that the item corresponds to at least one of the one or more item categories, wherein generating the interactive element including the identifying information is based at least in part on determining that the item corresponds to the at least one of the one or more item categories.

8. The system as recited in claim 5 , the operations further comprising:

determining, from the purchase history of the user profile, an amount of time that a selectable element has been displayed previously prior to receiving user input indicating selection of the selectable element to purchase items; and

causing the interactive element to be displayed for at least an amount of time while the multimedia content is output.

9. The system as recited in claim 5 , the operations further comprising:

determining, from the purchase history of the user profile, payment instrument information utilized in past payment transactions; and

wherein causing display of the user interface includes causing display of an input field with the payment instrument information prepopulated.

10. The system as recited in claim 5 , the operations further comprising:

receiving first data corresponding to the purchase history from one or more merchants, the purchase history indicating items associated with past transactions of the user profile;

determining one or more attributes associated with the items; and

wherein causing the user interface to be displayed includes causing display of an input field with one or more item-related options prepopulated based at least in part on the one or more attributes.

11. The system as recited in claim 5 , the operations further comprising:

determining, from the purchase history of the user profile, merchants that have provided items to a user associated with the user profile;

determining that a first quantity of transactions with a first merchant of the merchants exceeds a second quantity of transactions with a second merchant of the merchants;

determining that the first merchant offers the item for sale; and

determining that the second merchant offers the item for sale, and wherein the identifying information includes an identifier of the first merchant instead of the second merchant based at least in part on the first quantity of transactions exceeding the second quantity of transactions.

12. The system as recited in claim 5 , the operations further comprising:

receiving, from the specific user device associated with the user profile, feedback data indicating interaction of the user with the identifying information;

modifying the user preference based at least in part on the feedback data; and

causing modified identifying information to be displayed on the specific user device based on the user preference as modified.

13. A method, implemented at least in part by one or more computers of a payment processing service provider, the method comprising:

receiving, from a specific user device, a request to output multimedia content including a representation of an item offered for sale;

determining a user profile associated with the request to output the multimedia content;

determining a user preference based at least in part on purchase history associated with the user profile;

generating, based at least in part on the user preference and in response to receiving the request, an interactive element configured to be overlaid onto at least a portion of the multimedia content, the interactive element containing content about the item based at least in part on the user preference and technical features of the specific user device;

generating an e-commerce tag, wherein the e-commerce tag identifies sections of previously created content and latest available information of live content;

associating the e-commerce tag and the interactive element with the multimedia content;

causing display of the interactive element in response to the multimedia content being displayed on the specific user device; and

causing, based at least in part on input data indicating selection of the interactive element, display of a user interface configured to allow a user of the specific user device to purchase the item.

14. The method as claim 13 recites, further comprising:

receiving first data corresponding to the purchase history from one or more merchants, the purchase history indicating items associated with past transactions of the user profile;

determining one or more purchasing trends associated with the past transactions; and

determining a characteristic about the item that corresponds to the one or more purchasing trends, wherein generating the identifying information includes emphasizing the characteristic.

15. The method as claim 13 recites, further comprising:

determining that historical user input associated with the user profile is of a specific input type, wherein the user preference includes the specific input type; and

causing the identifying information to be presented as the interactive element configured to receive the specific input type.

16. The method as claim 13 recites, wherein data representing the purchase history is received from the payment processing service provider.

17. The method as claim 13 recites, further comprising:

determining that historical user input associated with the user profile indicates that multiple items represented in other multimedia data are purchased together;

based at least in part on determining that the multiple items are purchased together, refraining from causing display of a graphical user interface configured to allow purchasing of the item until the multimedia content ceases being output; and

in response to the multimedia content ceasing being output, causing display of the graphical user interface.

18. The method as claim 13 recites, further comprising:

determining a device type of the specific user device being utilized in association with the user profile to output the multimedia content;

determining one or more user input types that the specific user device is capable of accepting based at least in part on the device type; and

wherein generating the interactive element comprises generating the interactive element configured to accept the one or more user input types.

19. The method as claim 13 recites, further comprising:

determining, from the purchase history, that the user profile has been involved in at least a threshold number of past purchases where items were purchased from interacting with other multimedia content;

determining a discount value to associate with the user profile based at least in part on the user profile being involved in the at least the threshold number of past purchases; and

in response to user input to select the item for purchasing, causing a graphical user interface to be displayed, the graphical user interface indicating that the discount value is to be applied to a payment transaction for the item.

20. The method as claim 13 recites, further comprising:

storing data indicating historical interaction with other multimedia content to purchase items;

determining one or more characteristics of the other multimedia content;

identifying content that has not been viewed in association with the user profile and that is associated with the one or more characteristics of the other multimedia content; and

sending, to the specific user device associated with the user profile, a recommendation for viewing the content.