9 Best Shoppable Video examples of 2024

9 Best Shoppable Video examples of 20249 Best Shoppable Video examples of 2024
Yael Kochman

16/10/2024

Video Commerce

From fast-fashion items to bespoke jewelry pieces to quirky gifts, Shoppable Video can be used to sell basically about anything. In recent years, it has become a crucial component of marketing and sales strategies for brands across various industries.

Brands like Shein, IKEA, and J.Crew are leading the charge by integrating video content into their shopping experiences, creating more engaging and interactive environments for consumers. From livestream shopping events hosted by influencers that attract big crowds to one-on-one commerce for the ultimate personal shopping experience, here’s how brands are finding creative uses for video commerce.

9 Brands That Are Leveraging Video Commerce Successfully

Shein

Video commerce is especially well-suited for the fashion industry and Shein has shown how fast-fashion retailers can use it to drive results fast. At the beginning of 2024, Shein used shoppable livestreams to introduce its spring and summer collection. To drive more traffic to its SHEIN Live: Front Row SS24, an event the CEO has described as an “interaction celebration of style”, they partnered with influencers like Azra Milan and Aisha Mian.

Shein Video Commerce

Source: Instagram

Shein also leveraged a special episode of its interactive, shoppable livestream to promote its autumn and winter collection. During this event which was held in September 2024, six real-life Shein customers modeled pieces from five new collections on the runway. By using actual customers, they’ve created a more authentic experience. The event was livestreamed across Facebook, Instagram, YouTube and X and viewers could shop in real-time via Shein’s app.

Lenovo

Lenovo uses live events to interact with their customers and give in-depth demos of their product range. These sessions are hosted directly on the Lenovo website and consumers can sign up on their website to get notified about the next Lenovo Live session where they can also watch all the previous events and buy any of the products via short shoppable videos – with the help of buywith, these sessions are cut into short, shoppable video snippets automatically from which shoppers can buy. 

These events are highly interactive. For example, viewers can participate in live polls or drop their comments and get answers to their specific questions without delay.

Lenovo Video Commerce

Source: Lenovo

Then, to streamline the shopping experience, Buy buttons are placed strategically. With the click of a button, interested shoppers are taken directly to the product page on Lenovo’s website of the product they wish to buy during the live event. 

J.Crew

For an example of how to use one-to-one commerce, you can check out J.Crew. The American multi-brand specialty retailer has six experts with whom you can book a video call. 

What makes their use of one-to-one commerce such a great example is that they’ve picked experts with different styling specialties. 

Virtual appointments are also available on Apple Vision Pro, offering a personalized as well as immersive experience. 

J.Crew Video Commerce

Source: J.Crew

Vat19

The approach of Vat19, an online retailer selling curiously awesome gifts, is rooted in entertainment. Recognizing that consumers are more likely to engage with content that is fun and engaging, Vat19 produces shoppable videos that entertain and inform. Their videos often feature unique and quirky products, presented in a humorous and relatable way that resonates with their target audience.

Vat19 leverages social media platforms to amplify the reach of its video content. By strategically sharing shoppable videos on platforms like YouTube, Facebook, Instagram, and TikTok, they tap into diverse audiences, increasing brand visibility and driving traffic to their website. Each platform is used to its strengths, with YouTube hosting longer product demonstrations and TikTok offering quick, engaging snippets that encourage users to visit the Vat19 site for more.

Vat19 Video Commerce

Source: YouTube

Swarovski

Like J.Crew, Swarovski also offers customers one-to-one personalized shopping. When customers browse their product range online, they can be connected to a Swarovski shop assistant who’ll give you a real-time virtual tour of the actual physical store. 

To create a sense of urgency and exclusivity, Swarovski also hosts live streaming events that often feature new product launches or limited-edition collections. During these events, viewers can get a glimpse of some of their most spectacular pieces and are treated to behind-the-scenes peeks. This interactive format not only boosts sales but also builds a community of engaged customers.

As Lea Sonderegger, the brand’s Chief Digital Officer, explained in an interview with CX Dive, “You cannot claim you’re a luxury brand when you’re not providing a luxurious experience.”

IKEA

You don’t need to be selling high-priced items like Swarovski or fast fashion like Shein to leverage video commerce. It can also be used effectively for everyday furniture items. 

IKEA offers livestream shopping experiences during which shoppers are treated to expert tips and design inspo. What makes their use of shoppable video such a good example is that they tailor each event around specific themes such as small spaces, bedrooms, or Halloween decorations. 

It also serves as an example of how you can repurpose your content. They’ve included a video library on their website allowing visitors to rewatch some of their previous live shopping shows. 

 

IKEA Video Commerce

Source: IKEA

Redsbaby

Video sharing platforms like YouTube and TikTok are great platforms for product demos. For an example of how to create engaging product demo videos, you can refer to Redsbaby, an Australian-based company that sells baby products, mostly prams and strollers. 

On YouTube, they share high-quality product demonstrations, while TikTok is typically reserved for user-generated content (UGC). It’s their use of YouTube for video commerce that can inspire your next video marketing campaign. 

They use the platform’s association with long-form videos to their advantage by covering as much detail as possible. In addition to the key features, they also explore other unique selling propositions like safety and special configurations. Timestamps allow potential customers to skip to the section that covers their needs, while a link that takes you directly to the product page removes friction from the shopping experience. 

Madewell

Madewell, a clothing brand for a love for denim products and sustainability, is another fashion store that uses one-to-one commerce to share personalized outfitting advice. By sharing their calendar on their website, shoppers are given the option to select a date and time that suit them. Not only does it take the level of convenience up a notch, but it also makes the experience even more user-friendly. 

Like J.Crew, they also share their stylists’ areas of expertise so that you can select the one that best matches your needs. 

They also offer an incentive to encourage shoppers to attend complimentary virtual appointments. For every attended appointment, shoppers are rewarded with 250 points which is more or less the equivalent of $10.

Sutton Green Label

Sutton Green Label, a circular fashion house that focuses on producing high-quality clothing items, is another buywith user that taps into live shopping successfully. The owner of the brand is Sutton Stracke, one of the Real Housewives of Beverly Hills. So, she has many celebrity friends who she invites to join her live events. Celebs who’ve joined her include the American models and actresses like Cynthia Bailey and Rachael Harris. 

It’s a great example of how influencer collaborations can can grow your reach. Live shopping sessions are advertised on the brand’s own Instagram page with thousands of followers and Sutton Stracke’s Instagram account with hundreds of thousands of followers. Plus, as the live shopping events feature other celebs, these events also attract their audiences.

What Type of Results Can Video Commerce Deliver?

Strategic use of shoppable video can help you to enjoy a healthy click-through rate (CTR), an impressive return on ad spend (ROAS), and a steady stream of sales. To give you an idea of the type of results you can generate, buywith has helped a leading US retailer to generate over 900 sales per week. These sales added up to an average daily revenue of $10,000. 

To do this, buywith repurposed live shopping content with its AI-powered Product Snippets solution. These content clips from the retailer’s live events were reused in other marketing campaigns which were continuously optimized using A/B testing.

Key Takeaways

Video commerce isn’t restricted only to one specific product category or channel. Brands of all sizes are finding innovative ways to use shoppable video to streamline and personalize the shopping experience at the same time. 

From long-form, in-depth product demonstrations on YouTube that will take you directly to the specific product to video chats with personalized stylists, video commerce can take many shapes. One of the key trends that are evolving is the need to keep it authentic. Like Shein that has turned to their own customers to model their clothing range, successful brands will be the ones finding a way to incorporate user-generated content.

Yael Kochman
Chief Marketing Officer at buywith

Yael Kochman is the Chief Marketing Officer at buywith, a leading video commerce platform and creator marketplace. Yael is a retail and commerce innovation expert and marketing leader with over 15 years of extensive experience in marketing and business development. Recognized as among the 100 influential people in retail tech and acknowledged by HubSpot as one of the 59 female marketers to follow, Yael’s remarkable career spans co-founding Re:Tech, an innovation hub for retail tech.

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