The history of eCommerce has been marked by constant innovations — so much that, today, it is necessary to bet on interactive eCommerce to compete in this dynamic world market.

Fortunately, this is a valuable step that you can take immediately and effectively by incorporating different formats of interactive content on your page and into your strategic management.

Before we delve into these issues that will allow you to modernize and optimize your online store while improving the user experience, we will explain the specific benefits you will get from it.

In this article, you will learn:

4 Examples of Interactivity in eCommerce

Several eCommerce pages and platforms have achieved the desired optimization, expanding their reach and engagement, thanks in part to the migration to interactivity. 

Here are some very good examples:

1. Nike

In 2015, Nike launched a collection of sports tops called Nike Pro Bra, with the tagline “perfect fit.”

To ensure user satisfaction and improve the experience, the brand incorporated the 360 Fit System interactive simulator on its website, which allowed users to virtually measure their tops and thus find the ideal size.

In addition, it included video tutorials that explained how to use the modern simulator since it was a very new tool on the market at that time.

2. Ikea

Ikea is a multinational company that produces and sells furniture, mattresses, and various household items.

Due to its broad focus on the retail market, the Swedish company concerned itself with captivating the final consumer through its eCommerce, mainly with the help of interactive elements.

Among its added values are interactive videos with images of its products in real-life situations, including links to the purchase pages.

By the way, if you’ve ever tinkered with one of Ikea’s “plan your kitchen” tools or even just poked around their interactive catalogs, you know how sticky that stuff can be. People sometimes end up spending way more time than expected—maybe they came to just look up cabinet handles and left with an entire virtual kitchen plan, which, honestly, is exactly what Ikea wants. Interactivity here isn’t just a show-off tech trick; it’s about quietly guiding users toward seeing themselves with the product in their own space, removing a bunch of hesitation in the purchase journey.

This approach extends far beyond simply adding clickable videos or shoppable images. There’s a subtle shift in how the consumer thinks: suddenly, that minimalist lamp in the catalog isn’t just a photo on the page, but something you start to imagine on your own desk. It sounds a bit dramatic, maybe, but it genuinely moves the needle for brand engagement—you notice it, even if you’re not consciously thinking about it. Ikea’s found a way to blur the edge between browsing and buying through these little digital nudges.

3. Geox

Interactive video has become popular in eCommerce, and this one is a good example of a successful case.

Geox, an Italian brand of resistant and highly comfortable shoes, offers interactive audiovisual content in which the user can change the weather and place to see how their shoes adapt to different environments and situations.

This presents itself as an interactive and user-friendly eCommerce that conveys trust to users.

4. New Chapter

This is definitely a brand that seeks to provide a comprehensive interactive experience to its website visitors.

New Chapter, a vitamin and natural supplement brand from the P&G group, uses interactive questionnaires on its website to identify users’ main questions about its products and then answers them.

In addition, it offers packages of educational materials and many other elements that add value to the user.

Wrap Up

If you have read this far, you already know that interactivity is an eCommerce trend you should consider. 

Building an interactive eCommerce is a necessary step to adapt to modernity and compete in a market marked by constant innovation.

Moreover, it is a profitable and cost-effective modernization route that is affordable, even for small and medium-sized businesses, since you can produce much of the content yourself with the help of specialized software and tools.

You should definitely migrate to interactivity before employing more costly innovation practices such as drone deliveries — something that companies like the giant Amazon are already doing.

Was this information helpful to you? Do you feel encouraged to add an interactive touch to your eCommerce and want to learn more about the topic?

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