Shoppable Videos: The Untapped Gold Mine in eCommerce Retail

Shoppable Videos

In today’s digital era, an ever-increasing number of brands are simplifying purchase making for customers. Shoppable videos, is one such type of content, enabling customers to purchase while watching. The latest trend in shoppable content is quickly empowering eCommerce, as brands always look to deliver a direct and instant sale. The importance of interactive content and higher click-through-rates, has prompted the introduction of new ads.

The best way to use shoppable content is through Video. Nowadays, brands are using these new ads in videos to remove the gap between the customer and the product by engaging them.

Below are a few facts showing that videos are a valuable tool. Have a look:

  • It was estimated that by 2017, 69% of all Internet activity was via videos
  • 7 out of 10 people take brands in a positive way after watching attractive videos
  • The online world streams nearly 38.2 billion videos every year
  • The video potency viability is increasing; 87% of companies are adopting videos to target their audience.
  • 80% of millennials refer to videos when making buying decisions.

What is a shoppable video?

Shoppable video is a type of content that brands display on the landing page of their website or via social media channels that can attract customers and direct them to their product pages. With the help of a shoppable video, customers are able to see all varieties of products while watching. And, if they like any of them, they can simply click on it. When clicked, the user is directed to another page containing information such as:

  • Reviews
  • Product Details
  • eCommerce button
  • Contact information

The main motive behind shoppable videos is to satisfy the immediate purchasing desire that a customer gets after seeing the product or a video. Shoppable videos are fully based on stories related to shopping and the brand.

Shoppable videos are more powerful and they will never be obsolete. A video offers a more definite clarification of both the story and the importance of the offer. It is your brand story that is out in the world to live, breathe, and if it’s real, it will make a difference. All you need is to upload a video that matches your product list to make it shoppable. The process is user-friendly, where retailers control the UI and UX design of the end video before launching it on their site. If the product is out of stock, then the technology will look for similar products that are in stock to help buyers make an alternate purchase.

Shoppable video and technology

Shoppable video technology comprises of digital video streaming with embedded clickable links that direct the customer to a page with further information related to the product This allows one to make a sound buying decision.

With the help of a quick internet connection and smartphones, watching video is a convenient way for customers to consider content. As explained by HubSpot, 54% of customers consider video to be perfect medium to receive a brand’s marketing information.

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Shoppable videos are considered as a powerful tool for companies to attract a big audience. Market research firm, eMarketer, estimated that in 2017, over 62% of Internet users worldwide saw online videos.

Video has a higher impact when compared to other forms of content, with 43% of customers worldwide. According to Cisco, it is estimated that internet video traffic is growing at an annual compound growth rate (CAGR) of 29.0% between 2017– 2021.

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Why is shoppable video effective?

Big brands like Marks and Spencer are making attractive videos where customers can click and get extra motivation to make a purchase. Creating impressive content is important because it ensures customer retention. Thus, shoppable video content is an excellent path for retailers, to increase the number of repeat visits to their site.

How does shoppable video work?

Shoppable content is a blend of content and commerce. With the help of shoppable video content, savvy retailers are getting on-board, as it removes the friction between the video content and the purchasing process. By integrating shoppable features in their videos, brands are removing the number of steps that a customer needs to follow, to make a purchase.

You don’t have to remember which item you like from the brand’s video, just click on the product, and you’ll land up on its website. While watching, you can add products to your cart, and purchase later on. By incorporating an interactive part in a video, retailers can leverage customers’ driving forces to purchase now.

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3 Implications of video search results in eCommerce

  • Brand loyalty
    Retailers struggle to attract and retain customer engagement. The very first thing to do is to upload video content onto your site. This not only allows customers to see real uses of appropriate products, but it allows merchants to share added value, an ability that they didn’t have before.Shoppable video reduces customer frustrations from frequent website pop-ups and redirects. When the overall customer experience improves, so do sales, conversion, and brand loyalty.
  • Improved conversions
    Merchants using shoppable video search results, see an increase of 30 percent in conversion rates. Therefore, it’s important to expose video to customers, when relevant, to uphold customer retention. By executing shoppable videos, merchants offer tools to customers to motivate them to stay longer on their site, and make a purchase.Videos are proven to increase conversion rates considerably, with the growth from top-of-the-funnel experiences to bottom-of-the-funnel. Where the substance is filled by a motor that is ready to progressively enhance for top-changing over substance, we get brings about the upper piece of these reaches.
  • Boost sales
    Videos are a perfect way to help shoppers make buying decisions, and will lead to a boost in sales. Shoppable video search results, drive average order values up by 40 percent. Without navigating the e-commerce site, merchants can ensure that their customers are watching videos uploaded onto their sites, where the possibility of buying is more likely.Moreover, increased average order values result from a more informed and educated customer, who has engaged with directly related content. During this engaging experience, the customer has the opportunity to consider upsell and cross-sell offers that are astutely served, generating the optimal order value extracted from every video experience.

Examples of brands who are making shoppable videos work for them

Shoppable video is used by everyone, from clothing retailers to fashion brands. And, it’s showing up on Facebook, Instagram, Snapchat and even company websites. This kind of video empowers an instant and direct link from retailers to people who are ready to buy.

When it comes to getting directly involved in the target market for retailers, a shoppable video is ideal. It shrinks the gap between the purchase and the conversion, that leads to better customer experience and improvements for retailers as well. The customer gets motivation from the click to purchase, and the retailer benefits thru product offerings. It’s a winning formula.

To stay ahead of the competition, companies must add video to their online business strategies. Just adding video is not enough on websites: videos must be creative, engaging, and deliver value. Shoppable videos are considered revenue-generating videos that enable retailers to offer better customer experiences, growth in ROI and customer engagement. These are the qualities that are important amongst millennials.

Here are a few examples of online retailers that have leveraged shoppable video very creatively:

Kate Spade

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With the growing video marketing trend, shoppable video enables users to shop products directly from videos. Clothing and accessories label, Kate Spade, released a holiday video campaign in 2016, featuring Anna Kendrick. When any shoppable product was clicked, there was a list of products put into a cart shown at the end of the video. The brand tailored their marketing endeavors and technologies to their customers’ needs.

Ted Baker

Ted Baker uses videos to engage customers and showcase their products. The video shows a tour of the contemporary world where models are seen to endorse various products on the go. While watching the video, customers can click on icons floating over the models. Every icon displays an itemized list of the products they are wearing, and a link to add them into the customer’s shopping basket with a selection of sizes and colors.


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Puma, in 2015, was the leading company in experimenting with shoppable video. The sportswear company collaborated with technology provider, Smartzer, to enable viewers to click instantly to purchase from one of its ongoing campaigns. With the help of the shoppable video, customers were able to click on the red Puma logo that came up on specific products that Adam Lallana (a footballer), was wearing, to open a pop-up with more insight on it.


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Diesel, with the help of shoppable video, recently celebrated their 30th anniversary. They displayed their collection in a Tokyo Fashion Week runway show. The video followed a group of models wearing outfits that customers liked. While watching, customers could click on the product to save it in their cart, and order once the video was done.


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The shoppable video from Burberry, enables viewers to click on their products as worn by models, to get detailed information related to the product, and direct them to a page that allows them to buy.

Shoppable Videos: The future of e-commerce

Big brands, who always plan ahead, are aligning their purchasing process with shoppable videos to drive conversions. By incorporating interactive shoppable video into e-commerce, it helps in streamlining online sales and marketing activities. Information collected from interactive video, allows businesses to gather accurate and realistic information per individual customer.

With these insights, e-commerce can adapt their offerings and calls-to-actions, increasing the likelihood of future purchases. When a shoppable video is done correctly, it is engaging, entertaining, informative, and can help increase conversions and sales.

Shoppable video startup Cinematique has received $1.4 million in funding to transform brands’ digital marketing strategies. According to a new report from comScore, mobile now represents 65% of all digital media time customers spend online, while desktop has dropped to 35% of digital time after losing 12 percentage points since 2013. These numbers indicate quite a bright future for a shoppable video that provides an experience easy to navigate on mobile devices. The e-commerce giant Amazon, had also entered into shoppable video technology with a series featuring fashion and beauty tips from style experts.


Thanks to shoppable video, brands can direct a customer’s focus towards certain products or services, to engage them and increase online video traffic. Creating these kinds of videos allows your brand to integrate the tool fully into your company’s standard digital strategy, enabling you to track a quantifiable return. Shoppable video is an active way for brands to connect with customers, and becomes an important medium for digital media users. So, whether you’re interested in shoppable video or not, it’s important to know that it’s a perfect blend for driving sales and engagement.

Are you using shoppable videos for your eCommerce business? If not, you should strongly consider using them. With the help of the right shoppable videos, one can get the maximum returns on their website, ensuring that you are ahead of the curve.

Do you need any help or want share your experience? Write to us at [email protected] or in the comment section given below.

Want to build shoppable commerce solutions

Surabhi Shukla

About the Author

Surabhi is a proficient PHP developer and has worked on frameworks and CMS like Joomla, CakePHP, Drupal, and Magento. She is also a Magento certified developer and Developer Plus. When not at work, she relaxes by listening to music and is an avid reader.

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