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How to Make a Shoppable Video for eCommerce

How to Make a Shoppable Video for eCommerce

Updated:  Jul 22, 2024
Created:  Mar 8, 2024
Time to read:  4 min

Video format is taking over the landscape of eCommerce. Doing shoppable content levels up your business productivity these days as never before. Hence this requires a full comprehension on the subject as this is not just about creating videos. It is a dedicated and complex approach to making product videos that resonates with your audience. This guide is meant to elaborate the term, give you tips and relevant strategies to create a product video in 2024.

What are Shoppable Videos?

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Shoppable videos are interactive multimedia experiences embedded with clickable elements, typically links or buttons, that enable viewers to directly purchase products or services featured within the video. These videos merge entertainment with commerce, allowing consumers to seamlessly transition from watching content to making purchases without leaving the video environment. This innovative approach enhances the shopping experience by providing a more engaging and convenient way for consumers to explore and buy products or services showcased in the video. Shoppable videos have become a popular tool for brands and retailers to drive sales, increase engagement, and provide a more immersive shopping journey for customers.

How Does Shoppable Videos Work?

Shoppable videos leverage the power of visual storytelling and interactivity to drive engagement, enhance the shopping experience, and ultimately increase sales for brands and retailers. Here is how it works:

  1. Creation: Brands or creators produce videos featuring products or services they wish to promote.
  2. Integration: Clickable links or buttons are strategically embedded within the video, usually overlaid on top of the featured items.
  3. Presentation: The shoppable video is shared on various online platforms, such as social media, websites, or eCommerce platforms, where potential customers can discover and engage with it.
  4. Interaction: Viewers can interact with the video by clicking on the embedded links or buttons, which may lead them to product pages, checkout carts, or other relevant destinations.
  5. Transaction: Interested viewers can complete their purchases directly within the video interface, streamlining the shopping process and providing a seamless user experience.

Benefits of Shoppable Video For eCommerce

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There are countless of benefits for creating eCommerce product videos. There are two types of benefits: for the viewer and for the creator.

  1. As the maker, you get one general benefit - increased engagement and longer viewing times for your content, as such videos captivate viewers with interactive elements to encourage the watchtime.
  2. As the business, you increase conversion rates creating not just a video but an impulse for purchases while at the same time reducing the number of steps for customers to complete a transaction.
  3. Besides, you also improve your product discovery as shoppable videos allow you to showcase your product in a dynamic and engaging manner.
  4. As the consumer, you get seamless shopping experience, being enable to purchase directly within the video interface, which streamline the buying process.

Overall, shippable videos allow for multi-channel marketing, as the format being versatile to share across multiple social media platforms.

Strategies To Integrate Shoppable Videos for E-commerce

In order to get all the benefits from shoppable content, we recommend to create a relevant strategy which include multiple steps to get the result from your eComerce product placement.

Understand Your Audience

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Personalization is key in video commerce. Take the time to understand your audience's preferences and tailor your shoppable videos accordingly. Whether it's detailed technical insights for seasoned professionals or simplified tutorials for beginners, align your content with your viewers' needs to maximize engagement and conversions.

Choose Your Platform Wisely

When selecting a platform for producing shoppable videos, opt for solutions that prioritize authenticity and efficiency. Embrace technologies like StoryTap that simplify the video production process, allowing you to collect genuine customer testimonials effortlessly. By focusing on authenticity over perfection, you can create compelling shoppable videos that resonate with your audience.

Embrace Authenticity

Customer-generated videos, such as reviews and testimonials, offer a level of authenticity that resonates with online shoppers. Encourage your customers to share their experiences in their own words, embracing the raw and unfiltered nature of their stories. Authentic social proof builds trust and credibility, encouraging viewers to convert into buyers.

Utilize Clear Calls to Action

To drive sales with shoppable videos, incorporate clear and persuasive calls to action (CTAs) that guide viewers towards making a purchase. Use action-driven language and prominent buttons to prompt users to take the next step, whether it's adding a product to their cart or exploring more details on your website.

Share Strategically Across Platforms

Maximize the visibility of your shoppable videos by sharing them across relevant platforms. Embed videos on product pages to enhance the shopping experience and boost conversions. Additionally, leverage video-first social media platforms like Instagram Reels and TikTok to reach a broader audience and drive engagement. Incorporate shoppable videos into email campaigns to further nurture leads and encourage conversions.


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Incorporating shoppable videos into your eCommerce strategy is more than just a trend – it's a dynamic way to engage customers, drive sales, and foster authentic connections. By understanding your audience, embracing authenticity, and strategically sharing across platforms, you can elevate your online store to top and beyond. With clear calls to action and personalized content, shoppable videos become not just a tool, but a captivating experience that transforms browsing into buying.



IT entrepreneur and co-founder of VJump. His passion is travel photography, within which, he has already visited 75 countries. Photos taken during his travels are actively posted on his social networks. For example, his Instagram account has more than 1 million followers.
In addition, his documentary short film Terra del Fuego was awarded more than 30 international awards and certificates at film festivals worldwide.

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