Have you ever watched a video and seen a product being used that you loved?
Whether it was an interesting set decoration or a piece of clothing, there have certainly been times that you’ve seen something in a marketing video and immediately wished you could learn what it is and buy it for yourself.
Shoppable videos are taking that desire and turning it into reality.
By using embedded links inside videos, brands are able to connect directly to their audiences and increase engagement, all while getting a valuable boost in sales and exposure.
A shoppable video is able to change the way you market specific retail products to consumers.
In this article, we’ll talk all about what a shoppable video is and the benefits it can bring to your retail brand. Keep reading to learn more about it!
Major Platforms for Shoppable Video
There are many different platforms that have enabled shoppable video capabilities.
These platforms understand the value that a shoppable video can bring to the brands on the application, and work to make the process of creating shoppable videos easy for both sellers and consumers.
Some of the major platforms for shoppable video are:
- TikTok
- Youtube
- Amazon Live
- HapYak
- Bambuser
- Buywith
Best Practices for Shoppable Video
Now that you understand the importance of shoppable video and can see how it’s changing the game of retail marketing, let’s talk about some of the best practices you should implement in your own shoppable video strategies.
1. Encourage Interaction from Your Audience
A shoppable video only works if your audiences understand that it is an interactive video experience.
To encourage interaction from your viewers, you need to make it clear that the video is interactive.
A slide or shot that explains the interactive capabilities, a narration explaining the links, or a clear video description or caption can help you increase the level of interaction you have in your shoppable video.
2. Have a Shoppable Link Within the First Few Shots
You don’t want to wait too long to start having your links show up in the shoppable video.
If you wait too long in the video to display your links, you risk losing the interest of your viewers and having them move on to other videos on the platform.
Adding the first link within the first few shots of the video will help you encourage interaction and develop a smooth process to purchase.
It’s tempting to think viewers will patiently stick around for the pitch, but let’s be honest—attention spans just aren’t what they used to be. Especially these days, with everyone flipping between apps and tabs like it’s nothing, that initial window is ridiculously short. Getting your product links in early sets the pace and gives the shopper all the signals they need: “Hey, you can actually grab this now, not just admire it.” Some brands are even experimenting with subtle animations or highlighted product hotspots in the first scene, just to nudge those clicks before anyone has a chance to swipe away.
Another thing worth mentioning is that timing the link drop doesn’t mean bombarding viewers immediately. It’s more about striking the right balance between curiosity and opportunity. People tend to appreciate a little space to take in the product visually before being asked to act, but waiting too long is risky. There’s this sweet spot—right after the hook but before the scroll—that keeps the flow natural. Think of it as a gentle invitation rather than a pop-up ad; it keeps the experience smooth and more likely to lead to a conversion.
3. Let Shots Linger Longer than Other Videos
While many marketing videos rely on quick shots and fast pacing, you might want to consider slowing things down in your shoppable videos.
When you slow down the pacing of the shots and let them linger, customers can get a better look at the products you are selling and you give them more time to find and click the link.
4. Publish Videos on Social Media
Social media is the number one place where shoppable videos are making an impact on brands.
By publishing your content on all of your social media platforms, not just on your Instagram or TikTok profiles, you can increase the number of conversions and clicks you get across your networks.
5. Focus In on a Few Products
While you’ll likely want to highlight a few different products in your video, you don’t want to stuff your entire product catalog in there.
Too many options can confuse and frustrate viewers, so creating more short videos with a few products is a better idea than making a long video with all of your products.
6. Be Creative and Have Fun
Because a customer is likely to come across your shoppable video on social media, you want to ensure that the video is entertaining and fun.
Videos that are more creative have higher views, rates of engagement, and clicks. They are also more fun to make, which resonates with audiences and creates more interaction.
5 Best Shoppable Video Brand Examples
Here are a few of the brands that are making a real difference in the world of shoppable video.
Each of these brands has found ways to create content that beautifully displays their products while also keeping their brand voice and message relevant to viewers.
The shoppable campaigns are no longer active, but you can get a good idea of what they looked like with the frames and videos below.
#1. Wayfair
Wayfair is an example of a non-clothing retailer that uses shoppable video to sell home furnishings and decor through how-to and DIY video content.
#2. Kate Spade
Kate Spade has used shoppable video to allow customers to add items to their cart throughout the video and then taking them to the checkout once the video ends.
#3. Ted Baker
Ted Baker is a company that uses carefully crafted and high-production videos to endorse its products. They also use models and influencers to create more interest in their wearable products.
#4. Puma
Puma is one of the first examples of successful brand shoppable video marketing and has been using the technology since 2015 to sell shoes and sports products.
#5. Burberry
Burberry is another high-end clothing brand that has used shoppable video to add items to a cart and also give more detailed information on products in their videos.
Wrap Up
The world of retail shopping is changing with the advent of shoppable videos.
These videos help brands create better customer experiences while increasing their revenue and engagement. And creating a shoppable video is becoming easier and easier for brands as more platforms allow for embedded links in videos.
As a retailer, you know that there are ebbs and flows of business surrounding the different major shopping seasons and holidays.
Shoppable video can help you create better marketing strategies during those times of the year.
To learn more about how you create your shopping season with marketing strategies, check out our resource on how to own your shopping season all year long.
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