Shoppable video

A Shoppable video is a type of interactive video that allows users to directly purchase products featured in the video content. These videos integrate product listings, links, or buttons within the video itself, enabling users to click and purchase items without leaving the video experience.

Shoppable videos are often used in e-commerce and retail apps to boost conversions by making the shopping experience more seamless and engaging.

Purpose

The primary goal of a Shoppable Video is to turn passive viewing into active purchasing. It enhances the user experience by offering direct, in-context purchases. Users can discover, learn about, and buy products all within the same interaction, which improves convenience and reduces friction in the customer journey. This format is highly effective for promoting specific items, seasonal collections, or exclusive deals.

Shoppertainment: Entertainment Meets E-commerce

Shoppable videos are the embodiment of shoppertainment, a growing trend that combines entertainment with e-commerce to create a more engaging experience for users. Instead of merely showing products, shoppable videos provide an interactive viewing experience that allows users to make purchases directly within the video. This approach makes shopping feel like part of the entertainment, as viewers interact with content in a more natural and engaging way.

One of the most popular examples of shoppertainment is influencer unboxing videos. These videos offer authentic reviews and product showcases, allowing users to see how a product works in real life before purchasing it. By embedding the purchase option directly within the video, users can buy immediately without interrupting their viewing experience. This form of content engages users more deeply than traditional product advertisements, leading to higher conversion rates.

Best Practices

1. Keep videos short and to the point: Focus on key product features or offers to ensure the video is engaging without overwhelming the user.
2. Integrate clear calls to action (CTAs): Place visible and easy-to-access CTA buttons to encourage users to purchase without leaving the video.
3. Personalize the experience: Use targeting to show Shoppable Videos tailored to the user’s preferences, behaviors, or location.
4. Highlight limited-time offers: Use urgency in Shoppable Videos to encourage immediate purchases, such as through time-sensitive discounts or exclusive deals.
5. Measure performance: Track how many users engage with the video, click on products, and complete purchases to continuously improve the experience.