Shoppable Video 101
Start with the basics
New to shoppable video? Find answers about how it works, why brands use it, and where it can fit into the customer journey.
The Basics
What is shoppable video?
Shoppable video turns video content into an interactive shopping experience. Viewers can discover products, access product information, and take shopping actions directly from the video.
Instead of separating inspiration from commerce, shoppable video connects the two in a single customer journey.
What makes a video "shoppable"?
A video becomes shoppable when viewers can interact with products or shopping actions while watching.
This can include product cards, clickable elements or product recommendations.
Is shoppable video only for ecommerce websites?
No. Shoppable video can be used across many digital experiences, including product pages, homepages, campaign pages, landing pages, newsletters, physical touchpoints (using QR codes), and mobile apps.
Benefits
Why should brands use shoppable video?
Video is powerful for inspiration and storytelling, but traditional video can create a gap between discovering a product and purchasing it. Shoppable video closes that gap by making products actionable within the content experience.
Brands can use it to improve product discovery, engagement, and the connection between content and commerce.
How can shoppable video improve the customer experience?
It reduces the number of steps between seeing a product and exploring it.
Instead of remembering a product name, searching for it, and navigating to another page, customers can interact with the product directly from the content they're already watching.
How is shoppable video different from traditional video?
Traditional video is primarily designed for viewing. Shoppable video adds an interactive commerce layer that lets viewers take action on the products featured in the content.
Use Cases
What types of brands use shoppable video?
Shoppable video can be particularly valuable for brands with visually rich products and strong video content.
Common use cases include fashion, beauty, home, electronics, sports, food and beverage, luxury, and lifestyle brands.
What types of video can be made shoppable?
Existing content can often be transformed into shoppable experiences, including:
- Product demonstrations
- Campaign videos
- Tutorials
- Editorial content
- Reviews
- Product launches
- UGC
- Lifestyle videos
- Influencer content
Can UGC and influencer videos be made shoppable?
Yes. UGC and influencer content can be connected to the products featured in the video, allowing viewers to discover and interact with those products.
Getting Started
Do I need to create new content for shoppable video?
No. Existing video libraries can often be enriched with shopping functionality.
What do I need to get started?
Typically, you need video content, product information, access to relevant ecommerce systems, a defined use case, and clear success metrics.
Ready to get started? Send us a message
Book your session today to uncover the full potential of the ultimate interactive video experience !
