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You spent hours creating a reel, and the views are already through the roof. But those aren’t turning into sales. If viewers have to search for the product after watching the video, the hassle of switching apps or browsers to make a purchase might cause them to lose interest. And just like that, you’ve lost most of them. But what if you could change that, making it as simple as a click for them to buy right then and there? That’s exactly what a shoppable video helps you achieve.
Shoppable videos are a great way to shop online that blends watching a video with buying products.
How does a shoppable video work
Shoppable videos make it super easy to shop without interrupting your experience. These videos are usually short, kind of like the reels you see on Instagram, and they don’t slow down the website or app they’re on. Instead of just showing off your products, these videos let viewers click on items they like and purchase them without leaving the video.
For a good shoppable video, it’s important to create high quality content, use trustworthy video hosting sites and shoppable video tools and add clear CTAs to get the most out of those. Here’s a quick rundown of how it works and what you need to get started with a shoppable video.
Step 1: Start by creating a video where your products naturally fit into the scene. We have shared an extensive guide about the most engaging types of shoppable video content that you can create.
Step 2: Tag the products featured in the video using a shoppable video tool like Whatmore.ai. These tags are interactive elements, like clickable hotspots or buttons, that appear on the screen when the product is shown. These tags are linked directly to the product’s page on your website.
Step 3: Add interactive elements that show details, allowing viewers to add items to their cart or buy instantly without leaving the video.
Step 4: Optimize for all devices, whether viewers are watching on a smartphone, tablet, or desktop.
Step 5: After your shoppable video is live, monitor which products get the most clicks, how many views convert into sales, and other key metrics. to improve future videos.
Shoppable videos are a powerful way to turn viewer interest into sales by making the purchasing process quick and easy. With the right setup, you can enhance your marketing strategy, engage your audience, and increase your sales—all through the videos you’re already creating.
Adding a shoppable video to your marketing strategy is not just a trend anymore
Shoppable videos make online shopping easier and more fun. They let you go from “I like that” to “I’m buying that” in just a few clicks, without having to stop what you’re watching. Whether you’re a small business trying to reach more people or a big brand looking to create a buzz, adding shoppable videos to your website is a smart way to connect with customers and boost sales.
Here’s a more tailored set of headings that align better with the specific benefits of shoppable videos for businesses:
1. Turn viewer excitement into instant sale
A shoppable video captures sales at the exact moment when your customers are most excited about a product. Instead of just watching, they can click and buy on the spot, exponentially increasing your conversion rates.
2. Make shopping effortless for your customers
By letting viewers buy products directly from the video, you create a seamless experience that keeps viewers engaged. No more searching for products or switching apps—everything they need is right there in the video.
3. Capitalize on impulse purchases with a click
Shoppable videos make it easy to capitalize on those spur-of-the-moment buying decisions. With just a click, viewers can move from “I like that” to “I’m buying that,” increasing the likelihood of impulse purchases.
4. Unlock insights with actionable video data
Track exactly how viewers interact with your shoppable videos. Learn which products catch their eye and when they’re most likely to buy, giving you data-driven insights to refine your strategy and boost sales.
5. Maximize your video investment with direct sales
Turn your video content into a direct revenue stream. Shoppable videos ensure that the time and resources you invest in creating engaging content pay off by driving immediate sales.
In a world where everyone’s glued to their screens, building a comprehensive video shopping strategy is a win-win—entertaining for viewers and effective for businesses. By integrating commerce with entertainment, you stay competitive and relevant in a market where video dominates.
How businesses can use a shoppable video in their strategy
Shoppable videos can work for all types of businesses, no matter their size. Here’s how different companies might use them:
1. Small Businesses - Focus on User-Generated Content (UGC)
For small businesses, shoppable videos are a great way to get their products out there without spending a ton of money. By using content created by real customers, like videos of people wearing their clothes or using their products, they can make these videos shoppable. It’s authentic, and it shows potential buyers how the product looks or works in real life. Plus, these videos are easy to share on social media, helping small businesses reach more people.
Here are some other use cases that can benefit small businesses:
a. Showing how to use their product
Small businesses can create a shoppable video that teaches how to use their products. For example, a small kitchenware business could create a cooking tutorial featuring their products. As viewers watch the recipe come together, they can click on the specific items used—like a skillet or a set of measuring cups—and purchase them directly from the video.
b. Creating limited-time or seasonal offers
Shoppable videos are a great way to promote limited-time offers or seasonal deals. For example, a small clothing business could create a shoppable video to tell their customers about discounts on certain items. Customers can quickly click to purchase before the deal expires, driving urgency and increasing sales.
c. Introducing new products
When launching a new product, small businesses can use shoppable videos to create buzz and make it easy for customers to purchase the item immediately. For example, a small skincare brand could produce a video highlighting the benefits of a new serum, allowing viewers to buy it directly from the video without having to move to another page.
d. Behind-the-Scenes content
Small businesses can connect closely with their customers by creating shoppable videos that offer a behind-the-scenes look at how their products are made. This is especially effective for handmade or artisanal goods. As viewers watch the process, they can click on the featured products to purchase them, connecting the story of the product with the opportunity to buy it.
e. Storytelling through lifestyle videos
Lifestyle videos that tell a story can be made shoppable, allowing small businesses to connect with customers on an emotional level while showcasing their products. For example, a small outdoor gear company could create a video of an adventure trip, with all the gear used in the video tagged and available for purchase.
f. Cross-promoting products
Shoppable videos allow small businesses to cross-promote related products effectively. For example, a small home decor shop could create a video featuring a styled room, with different items like throw pillows, wall art, and furniture all tagged for purchase. This allows customers to buy multiple items that work well together.
g. Interactive product catalogs
Instead of a static catalog, small businesses can create interactive shoppable videos that act as a dynamic product showcase. Viewers can browse through the catalog, click on items they’re interested in, and make purchases directly from the video, making the shopping experience more engaging and fun.
2. Medium-Sized Businesses - Focus on brand consistency and recall
Medium-sized businesses might have a bit more budget to play with, so they can create more polished videos. Think of those sleek product videos you see from your favorite brands. By adding shoppable elements to these videos, these companies can make it super easy for viewers to buy the products they’re showing. Whether it’s on their website, social media, or in email newsletters, these shoppable videos help turn viewers into customers.
But they still need to balance budgets and find ways to stand out in a competitive market. Shoppable videos can help medium-sized businesses enhance their brand recall, increase conversions, and reach wider audiences. Here are some specific use cases for medium-sized businesses:
a. Elevated product launches
A shoppable video allows customers to immediately purchase the newly launched product directly from the video. This works well for brands looking to create excitement around new items, offering a more immersive launch experience than standard product listings.
b. Brand storytelling and emotional engagement
Medium-sized businesses often have established brand values and stories that they want to communicate to customers. Shoppable videos can tell a compelling story while featuring products in a way that connects emotionally with the viewer. For example, a fashion brand could create a short film featuring how they started the clothing line, allowing viewers to buy the items directly from the video.
c. Interactive product catalogs for multiple product lines
Medium-sized businesses that sell a wide range of products can create interactive shoppable videos that act like dynamic catalogs. Viewers can explore and shop a variety of items, such as clothing collections, furniture ranges, or beauty product lines, all in a single video. This can increase customer engagement and upsell opportunities.
d. Virtual events and live shopping
With the resources available to host virtual events, medium-sized businesses can use shoppable videos during live events, product drops, or even webinars. For example, a beauty brand could host a live makeup tutorial with a shoppable video option, allowing viewers to purchase products in real-time while watching the demo.
e. Collaborations with influencers
Medium-sized businesses can collaborate with influencers to increase their reach for the shoppable videos featuring their products. This allows businesses to tap into the influencer’s audience while maintaining a high-quality production. For example, a fitness brand could partner with a popular fitness influencer to create a workout video featuring clickable links to purchase the brand’s apparel and equipment.
f. Enhanced customer loyalty programs
Medium-sized businesses that offer loyalty programs can use shoppable videos that offer exclusive products or early access to sales for members. For example, a beauty brand might release a shoppable video showcasing new skincare products that loyalty members can purchase before the general public.
g. Omnichannel marketing integration
Medium-sized businesses often have a presence on multiple platforms—social media, websites, and even physical stores. Shoppable videos can be integrated across these channels to create a unified shopping experience. For instance, a furniture store can feature a shoppable video on its website, and mention the stores where it is available, making it easy for customers to buy no matter where they interact with the brand.
Shoppable videos give medium-sized businesses a great tool to engage customers and build stronger brand connections. With their ability to invest in higher production quality and leverage multiple channels, medium-sized businesses can use shoppable videos to create a richer, more interactive shopping experience that directly impacts their bottom line.
3. Large Enterprises - Focus on big campaigns
Big companies can go all out with shoppable videos, creating full-blown campaigns that tell a story and connect with viewers on a deeper level. They can produce high-quality, cinematic videos that not only show off products but also make you feel something—whether it’s excitement, nostalgia, or the urge to buy. These videos can be everywhere—on TV, online, and social media—making it easy for people to shop while they watch.
a. High-end commercials with brand storytelling
Large businesses, with much bigger budgets, can create high-production value commercials or short films that align with their brand identity. Sephora creates shoppable videos where viewers can click to buy the makeup products featured in their beautifully crafted, cinematic ad campaigns. This improves the immersive brand experience while making products easy to shop.
Large businesses can implement shoppable videos on a grand scale, using advanced tools and marketing strategies to create memorable customer experiences. Here are some specific use cases of shoppable videos for large-sized businesses:
b. Global product launches
Launching new products worldwide can reach a global audience instantly using shoppable videos. For example, Apple could use shoppable videos to highlight the features of a new iPhone, allowing viewers from different countries to pre-order directly through the video, in their respective regions. The videos could be tailored to different markets with language-specific features, all while offering a seamless shopping experience.
c. Personalized video ads
Large businesses, especially e-commerce giants like Amazon, can create personalized shoppable videos based on customer preferences and past purchases. By using data analytics, these businesses can serve viewers shoppable videos that feature products tailored to their interests. For example, if a customer frequently buys kitchen gadgets, they could be shown a shoppable video highlighting new kitchen tools, which are immediately available for purchase.
d. High-end fashion runway shows
Large fashion houses like Burberry or Prada can use shoppable videos to make their runway shows instantly shoppable. As models walk down the runway, viewers can click on the garments and accessories they like, pre-ordering the items directly from the show. This strategy taps into the luxury market’s sense of exclusivity while making high-end products immediately accessible to global consumers.
e. Exclusive previews for loyalty program members
Exclusive shoppable video content can be offered by big companies to their members. These videos could provide early access to new products or offer special discounts on items featured in the video. This creates a sense of exclusivity for loyalty members and drives more engagement with the brand.
f. Augmented Reality (AR) and virtual try-on experiences
Augmented Reality (AR) technology can be used to create virtual try-on experiences within shoppable videos. A beauty brand could create shoppable AR videos where viewers can see how different makeup products would look on their skin tone, then click to purchase the exact shades. This is likely to reduce customer dissatisfaction and returns.
g. Corporate Social Responsibility (CSR) campaigns with a charitable component
A shoppable video that promotes products with a charitable twist can also help the Corporate Social Responsibility (CSR) that a company supports. For instance, a video could highlight products where a portion of the profits is donated to environmental causes, and viewers can purchase those items directly while learning about the company’s mission.
Whether through live shopping events, personalized video ads, or interactive runway shows, larger companies have the resources to implement shoppable videos at scale, directly linking their content to sales, driving engagement, and taking the customer experience to the next level.
Shoppable videos bring growth to most businesses, no matter the size. Using Whatmore, you can create your videos shoppable within minutes and start increasing your conversion. Try it for free today!
