Customized e-commerce tags in realtime multimedia content

1. A computer-implemented method, comprising:

determining that multimedia content displays a first representation of an item offered for sale by a merchant;

responsive at least in part to determining that the multimedia content displays the first representation, generating an interactive element, wherein the interactive element comprises an e-commerce tag that displays a second representation of the item offered for sale by the merchant;

rendering the interactive element overlaid on a portion of the multimedia content;

detecting an interaction by a user with the interactive element; and

based on detecting the interaction by the user with the interactive element, causing display of a graphical user interface configured to allow the user to purchase the item.

2. The computer-implemented method of claim 1 , wherein determining that the multimedia content displays the first representation comprises determining based at least in part on computer vision techniques applied to image data corresponding to the multimedia content.

3. The computer-implemented method of claim 1 , wherein the computer-implemented method is performed by an application executing on a user device displaying the multimedia content, wherein the application is provided by a payment service, and wherein the user device is associated with the user.

4. The computer-implemented method of claim 3 , wherein causing display of the graphical user interface comprises causing display of the graphical user interface on the user device within a user interface associated with the application.

5. The computer-implemented method of claim 1 , wherein the graphical user interface comprises a first graphical user interface, and wherein rendering the interactive element comprises generating a second graphical user interface in the portion of the multimedia content.

6. The computer-implemented method of claim 1 , wherein causing display of the graphical user interface comprises causing display of a web page associated with a payment service or the merchant.

7. The computer-implemented method of claim 1 , wherein being configured to allow the user to purchase the item comprises being configured to allow the user to purchase the item in multiple installments.

8. The computer-implemented method of claim 1 , wherein being configured to allow the user to purchase the item comprises being configured to allow the user to purchase the item using funds from a loan.

9. The computer-implemented method of claim 8 , wherein the method is performed by a service provider, and wherein the loan is provided by the service provider.

10. The computer-implemented method of claim 1 , wherein the graphical user interface is displayed in the portion of the multimedia content or in another portion of the multimedia content and wherein playback of the multimedia content is not interrupted by display or interaction with the graphical user interface.

11. The computer-implemented method of claim 1 , wherein the interactive element is based at least in part on characteristics of the user or of a user device displaying the multimedia content.

12. The computer-implemented method of claim 1 , wherein causing display of the graphical user interface occurs substantially simultaneously with determining the interaction of the user with the interactive element.

13. The computer-implemented method of claim 1 , wherein the computer-implemented method is performed by one or more servers of a payment service.

14. The computer-implemented method of claim 1 , wherein the determining, the rendering, the detecting, and the causing display occur during playback of the multimedia content.

15. A system comprising:

one or more processors; and

one or more non-transitory computer-readable media storing instructions executable by the one or more processors, wherein the instructions cause the one or more processors to perform acts comprising:

determining that multimedia content displays a first representation of an item offered for sale by a merchant;

responsive at least in part to determining that the multimedia content displays the first representation, generating an interactive element, wherein the interactive element comprises an e-commerce tag that displays a second representation of the item offered for sale by the merchant, and wherein the interactive element is overlaid on a portion of the multimedia content;

detecting an interaction by a user with the interactive element; and

based on detecting the interaction by the user with the interactive element, causing display of a graphical user interface configured to allow the user to purchase the item.

16. The system of claim 15 , wherein determining that the multimedia content displays the first representation comprises determining based at least in part on computer vision techniques applied to image data corresponding to the multimedia content.

17. The system of claim 16 , wherein the interactive element is inserted into the multimedia content by a creator of the multimedia content.

18. One or more non-transitory computer-readable media storing instructions executable by one or more processors that, when executed by the one or more processors, cause the one or more processors to perform acts comprising:

determining that multimedia content displays a first representation of an item offered for sale by a merchant;

responsive at least in part to determining that the multimedia content displays the first representation generating an interactive element, wherein the interactive element comprises an e-commerce tag that displays a second representation of the item offered for sale by the merchant;

rendering the interactive element is overlaid on a portion of the multimedia content;

detecting an interaction by a user with the interactive element; and

based on detecting the interaction by the user with the interactive element, causing display of a graphical user interface configured to allow the user to purchase the item.

19. The one or more non-transitory computer-readable media of claim 18 , wherein determining that the multimedia content displays the first representation comprises determining based at least in part on computer vision techniques applied to image data corresponding to the multimedia content.

20. The one or more non-transitory computer-readable media of claim 19 , wherein the interactive element is inserted into the multimedia content by a creator of the multimedia content.