Retail Media’s Secret Weapon? Shoppable Videos That Sell

Enter shoppable videos for retail media: a new-age format that seamlessly blends entertainment with e-commerce, and is fast becoming a must-have for modern retail brands. Shoppable videos are not just a creative tool—they’re fast becoming a cornerstone of high-performing retail media strategies, enabling retailers to monetize onsite traffic while creating immersive shopping experiences.

From retail media networks to brand storefronts, shoppable videos can be used in a variety of marketing collateral, especially within retail media placements like sponsored product pages, personalized homepages, and even programmatic video ads.

What makes shoppable videos for retail media so powerful and how brands are using them to drive conversions? We wrote this guidebook to help you get started and implement a strategy on how shoppable videos fit into your retail media strategy. 

Shoppable videos for retail media are short, interactive clips that allow viewers to make purchases directly within the video itself. Think of it as a product demo, tutorial, or creator video, but with a clickable CTA baked right in. Viewers don’t need to leave the video to find the product; instead, they can tap, shop, and move on in just a few clicks. That convenience is especially key for Gen Z and millennial audiences who are used to the scroll-shop-buy environment of platforms like TikTok and Instagram.

From unboxings and lifestyle features to livestream recaps and influencer takeovers, shoppable video comes in many forms, all designed to meet consumers where they already are: watching video. And now, retailers can meet those same consumers right where they shop, within their own retail media networks.

experience it. Shoppable videos for retail media are a format designed for that kind of immersion. It’s quick to consume, rich in storytelling, and extremely effective at moving customers from discovery to purchase. Here’s why:

• Stronger Engagement: 64% of consumers are more likely to purchase after watching a video. Why? Because video connects—emotionally, visually, and instantly.
• Reduced Cart Abandonment: With direct “Add to Cart” buttons and product tags embedded in-video, shoppable clips eliminate the steps where customers typically drop off.
• Mobile-First Experience: Today’s shoppers browse on their phones. Vertical or horizontal video formats, adapted to any retail media platform they’re on, with captions, and fast-loading content optimized by platforms like myAthena keep the experience smooth and compelling.
• Data-Backed Optimization: With analytics tools built in, shoppable video platforms allow marketers to track watch time, engagement, and conversions—then adjust in real time for better performance.
• Retail Media Monetization: Shoppable videos embedded within retail media placements don’t just convert, they also create new revenue streams for retailers by giving brands engaging ways to sponsor their own product discovery moments.

Crafting a high-converting shoppable video takes more than just a product and a camera. Brands need to consider content planning, emotional hooks, and optimization techniques. We have outlined some best practices that we have also discussed before, which can integrate with your retail media strategy, essentially placing your shoppable videos for retail media where customers are already shopping, within your own retail media placements or brand pages. This ensures the content doesn’t just entertain, but actively drives sales at the point of discovery.

• Start with a Hook: Grab attention within the first three seconds. Use motion, curiosity, or a compelling question.
• Focus on Storytelling: Blend product benefits with aspirational or relatable storytelling. This could be a transformation, tutorial, or behind-the-scenes view.
• Use Clear CTAs: Add buttons like “Add to Cart” or “Shop Now” directly within the video.
• Leverage UGC and Influencers: Creator-led content feels authentic and drives higher engagement—especially when it’s seamlessly shoppable.
• Optimize for Mobile: Use vertical formats, captions, and autoplay previews for thumb-stopping power.
• Test and Learn: Use A/B testing and track key KPIs like watch time, click-through rate, and conversions.

myAthena simplifies the creation and optimization of shoppable videos for retail media and more. Our AI-powered tools let brands turn longer content, like livestreams or demos, to bite-sized, high-converting video snippets. Features like dynamic CTAs, mobile-responsive layouts, and automatic formatting make it easy to integrate videos across your website or media channels.

More importantly, from live shopping to evergreen product highlights, myAthena gives retailers the tools to embed these experiences directly into their retail media inventory, turning passive viewers into active buyers across every monetized touchpoint. myAthena helps brands unlock the full potential of video commerce. myAthena works behind the scenes to make every shoppable video count. Our AI-powered retail media platform helps you launch, track, and optimize video campaigns with precision, turning your online store into a high-performing media engine. Whether you’re scaling product discovery or unlocking new data insights, myAthena ensures your video content drives real business results.