What are Shoppable Videos (and why they are the next big thing you can’t miss)

From luxury brands like Christian Dior and Jacquemus to retailers like Sephora and Bestbuy and mainstream brands like Nike and McDonalds, shoppable videos are everywhere. This isn’t just about brands, but about consumers becoming more accustomed to watching videos based on their social media browsing habits. The new customer expectation is to get all their information in the form of short-form shoppable videos, akin to what they’re used to browsing on a daily basis. 

Shoppable videos are interactive videos that allow viewers to directly engage with products. It’s a seamless shopping journey, letting you click on a sleek pair of shoes while watching someone dance in them or tap a new lipstick shade as it’s being applied. Without ever leaving the video, you can learn more, explore options, and make a purchase. This is not just about showcasing a product; it’s about creating a fluid path from curiosity to ownership.

Brands are using shoppable videos across a variety of platforms, including social media, websites, and e-commerce channels, to turn passive viewers into active shoppers. With buywith’s AI-powered tool, existing longer videos can be repurposed into engaging, bite-sized shoppable content, making it easy to keep the audience engaged while driving conversions.

Shoppable videos are no longer a luxury – they’re essential. Here’s why:

1. Increased Engagement: Shoppable videos turn passive scrolling into an interactive experience, encouraging viewers to take action. They blend entertainment with commerce, making the buying journey engaging and intuitive. Research shows that consumers are 64% more likely to make a purchase after watching a video, and brands that use shoppable formats have seen up to a 10x boost in conversion rates compared to traditional product pages.
2. Sales, sales, and more sales: Speaking about increasing likelihood to buy, Research shows that consumers are 64% more likely to make a purchase after watching a video. So when we make the purchase available from within the video itself conversion goes up the roof.
3. Instant Gratification for Consumers: In the world of fast-paced consumerism, shoppable videos satisfy the desire for instant gratification. Customers can shop directly from the video without having to navigate away to a separate product page. This seamless integration helps reduce the friction between discovery and purchase, ultimately driving more sales for brands.
4. Versatile, Multi-Platform Use: These videos are designed to reach consumers wherever they are—whether on social media platforms like TikTok and Instagram, e-commerce sites, or in email campaigns. A single live shopping event can be clipped into smaller shoppable snippets, distributed across multiple channels, and continue generating revenue long after the event has ended. buywith’s AI tool makes it simple for brands to create and optimize these videos, ensuring they stay fresh and relevant.

Looking ahead, shoppable videos will play a pivotal role in e-commerce. They offer a more immersive shopping experience, letting consumers visualize products in action. Whether it’s a beauty brand demonstrating makeup on different skin tones or a fashion label showing how a jacket fits different body types, these videos give viewers a “try-before-you-buy” experience.

With social media platforms integrating shoppable features directly into their feeds, brands can easily meet their audience where they spend most of their time – on mobile devices. Video commerce is not just a passing trend; it’s a powerful, enduring shift in how brands connect with their customers. Such social media platforms like TikTok and Instagram are transforming the shopping experience by integrating shoppable video features directly into their feeds. By sharing shoppable videos on these platforms, brands can capitalize on the fast-growing demand for video content. buywith’s multistreaming capabilities allow brands to share events across platforms, expanding the reach and driving more traffic to their e-commerce sites.

Today’s consumers, especially younger demographics like Gen Z, value authenticity and connection. They want to see the personality behind the brand, not just the product. Shoppable videos create an opportunity to humanize brands, building trust and fostering genuine relationships. This combination of storytelling and commerce resonates deeply, turning one-time shoppers into loyal customers.

Shoppable videos excel at blending entertainment and information. Whether through live shopping events, influencer collaborations, or user-generated content, brands can engage their audience in ways that traditional formats can’t match. It’s not just about making a sale – it’s about building a community.

To unlock the full potential of why shoppable videos are critical, consider these best practices:

1. Create Compelling Content: The key to success lies in storytelling. Make videos that draw viewers in, with clear calls-to-action and engaging visuals. Tools like buywith’s AI-driven video editor allow brands to quickly transform longer videos into short, snackable clips that maintain viewer interest.
2. Optimize for Mobile: With most online traffic coming from mobile devices, videos must load quickly and be easy to interact with on smaller screens. Properly formatted videos will ensure the best user experience, driving higher engagement and conversions.
3. Leverage Influencers and User-Generated Content: Influencer collaborations and user-generated content bring authenticity to shoppable videos. When audiences see relatable faces and experiences, they are more likely to engage. These videos feel genuine and foster trust, making them powerful drivers of sales.
4. Use Data to Fine-Tune Your Strategy: Shoppable videos provide valuable data – click-through rates, conversion rates, and watch times. Analyzing this data helps brands understand what resonates with their audience, allowing for continuous improvement.