Consumers today are video-first when it comes to content consumption. Over 100 million hours of how-to videos are watched yearly, and one in three millennials purchases after watching a tutorial.
Yet, despite the massive potential of video commerce, it hasn’t taken over digital marketing as the go-to strategy for driving sales. The problem? Many brands see shoppable videos as an add-on rather than a fundamental part of their video marketing approach. Worse, poor execution disrupts the user experience—most shoppable videos pull viewers away from the content, redirecting them to external pages instead of keeping them engaged.
For video commerce to truly thrive, brands must rethink their approach. The key lies in creating seamless, interactive, and immersive shopping experiences that keep consumers engaged—without breaking their journey.
In this blog, we will explore the power of shoppable video—the most powerful video marketing tool. We’ll dive into what it is, why it’s revolutionizing digital marketing, and 15 top platforms to help businesses leverage it effectively.
Understanding Shoppable Videos
Shoppable videos are interactive shopping experiences that enable consumers to buy products through the video. In these videos, instead of redirecting viewers to a separate webpage, the links or Buy Now and Add to Cart buttons are embedded in the shoppable video content. It is effortless, fast, and engaging, with no more steps that often lead to abandoned carts.
It means shoppers have instant access to products without disturbing the viewing experience. It is a highly effective marketing tool for businesses to keep customers engaged and selling. Research has also shown that videos are one of the most persuasive tools in online shopping, and shoppable videos will take them to the next level.
How Do Shoppable Videos Work?
However, to drive shoppable video success, there are a few key factors to consider, such as video quality, intuitive navigation, and strategic product placement. The greater the user experience, the more likely the viewers will become buyers.
Clickable Product Overlays
When a viewer hovers over or clicks on a product in the video, it gives rise to clickable overlays. These overlays display essential details such as:
- Product name and description
- Pricing and discounts
- Available sizes, colors, or variations
- A direct purchase link
Overlays can remove friction from the shopping experience by giving instant access to relevant product information.
Pop-up CTAs (Call-to-Actions)
CTA buttons like “Shop Now,” “Add to Cart,” or “Learn More” are strategically placed to encourage users to take immediate action. You can have these CTAs timed to show up at the right time, such as when a product is being demonstrated or modeled in the video.
For example, a beauty brand might have a makeup tutorial where, as the influencer applies a lipstick shade, a ‘Buy This Lipstick’ button pops up and directs the viewer directly to checkout.
Interactive Hotspots
Hotspots are small interactive icons that appear on products in the video on some platforms. These hotspots are tapped or clicked and reveal:
- More details about the product
- Reviews from other buyers
- Stock availability
Viewers can interact with certain items of interest in the video without disturbing the video flow, thanks to hotspots.
Seamless Checkout Integration
Today, many shoppable video platforms offer in-video checkout, allowing customers to check out without ever leaving the video. This is especially useful for:
- Instant shopping convenience to impulse buyers who buy on impulse
- This is for mobile shoppers who want a quick and hassle-free checkout process.
- Live stream commerce events where the limited-time deal creates a sense of urgency.
It removes unnecessary steps, reduces the likelihood of cart abandonment, and speeds up the purchase process.
Social Media Shopping Features
The shoppable video technology has been integrated into social media platforms like Instagram, TikTok, and YouTube to make it seamless. Some features include:
- Instagram Reels & Stories Shopping allows viewers to tap on tagged products to buy them instantly.
- Brands and influencers on TikTok Shop can tag products in their videos to enable followers to shop directly.
- Creators can link products from their stores in video descriptions and pop-up cards (YouTube Shopping).
As social commerce grows, these are platforms that are making content-driven shopping more interactive than it has ever been.
Different Types of Shoppable Videos
Shoppable videos are changing the way businesses interact with customers. Shoppers no longer have to scour from store to store to find a product they saw in a video; they can click, explore, and buy instantly.
Yet, not all businesses have the exact marketing requirements. Live interaction works for some brands, but product demos and influencer-generated content work better for others. The secret is to select the right kind of shoppable video that fits your business objective and customer taste.
These are four consequential types of shoppable videos that will boost your e-commerce strategy to the next level:
Product Demonstration Videos: See It in Action
Today, customers no longer want product descriptions; they want proof. They want to see it in action, how it appears from every angle, and how it will fit into their lifestyle. Product demonstration videos help potential buyers make informed decisions about a product by bringing the product to life and showing how products are used in real-world use cases.
Shoppable Video Ads: Ads That Aren’t Ads
Most people skip ads as soon as they find the chance. Traditional advertisements feel scripted, over-polished, and, quite frankly, interruptive. Shoppable video ads are where the game changes.
These videos are highly effective as they are interactive, engaging, and allow viewers to shop directly from the ad.
Shoppable Live Streams: The Future of Interactive Shopping
While online shopping is convenient, there is no thrill to in-store shopping, browsing, trying on products, and getting instant recommendations. Live streams bring back that excitement of watching something live, and most importantly, shoppable live streams allow brands to show products live, answer questions, and even offer exclusive discounts to viewers.
Shoppable Unboxing Videos: The Ultimate First Impression
Social media is filled with unboxing videos. Viewers love watching influencers and real customers unwrap their latest tech gadgets and luxury beauty products. What if watching made them shop the product instantly? Shoppable unboxing videos do precisely that.
How to Use Shoppable Videos in Digital Marketing to Boost Sales
Use Retargeting Ads with Shoppable Videos to Bring Back Customers
Not every customer makes a purchase the first time they see a product. Many people browse online, watch videos, and explore different options before deciding to buy. This is where retargeting ads play a crucial role in digital marketing.
Retargeting allows businesses to track customers who have interacted with a product video but haven’t completed a purchase. Instead of losing these potential buyers, businesses can show them personalized shoppable video ads later to remind them of the product and encourage them to buy.
How It Works:
What if a customer watches a video marketing ad showcasing a smartwatch. They find it interesting but don’t buy it immediately.
- Later, while scrolling through their social media platforms like Instagram, Facebook, or YouTube, they see another shoppable video ad featuring the same smartwatch, perhaps with a limited-time discount or a customer review.
- The ad contains a direct purchase link, making it easy for the customer to click and buy the smartwatch instantly.
- This video commerce strategy increases the chances of converting interested viewers into actual buyers by keeping the product fresh in their minds.
Why Retargeting Ads Are Effective?
- Reminds potential buyers about products they showed interest in.
- Increases conversion rates by re-engaging customers who were close to making a purchase.
- Enhances personalization by showing ads based on customer behavior and preferences.
Best Practices for Retargeting with Shoppable Videos
- Use A/B Testing: Create different versions of your video marketing ads to see which one performs better. Try testing different product angles, call-to-actions (CTAs), and offers.
- Include a Clear Call-to-Action (CTA): A strong, action-driven CTA like “Buy Now”, “Limited Stock: Get Yours Today!”, or “Shop Now Before It’s Gone!” encourages immediate action.
- Make the Checkout Process Seamless: Ensure that when customers click on the ad, they are taken directly to the purchase page without unnecessary steps. A complicated checkout process can lead to cart abandonment.
- Offer an Incentive: Adding a special discount, free shipping, or an exclusive deal for returning visitors increases the likelihood of conversion.
By implementing retargeting with shoppable videos, businesses can recover lost sales, improve customer engagement, and enhance their digital marketing strategy effectively.
Embed Shoppable Videos in Email Marketing Campaigns
Many businesses rely on email marketing to communicate with their customers, but plain text emails or simple product images often fail to grab attention. Adding shoppable videos to emails makes them more engaging, interactive, and effective in driving conversions. Instead of just reading about a product, customers can see it in action and purchase directly from their inbox.
How It Works:
Traditional email campaigns usually include product descriptions, static images, and links to an online store. But with video commerce, brands can transform their emails into interactive shopping experiences:
- A short video showcasing the product can be embedded within the email, allowing customers to visually experience its features.
- Clickable shoppable tags or links can be placed within the video, enabling users to purchase the product instantly without leaving their inbox.
- This method is particularly effective for product launches, seasonal promotions, flash sales, and exclusive discounts, as it creates a sense of urgency and excitement.
- For example, a fashion brand launching a new summer collection can send an email with a “Shop the Look” video. Customers can see models wearing the outfits in motion and click directly on the pieces they like to make a purchase.
Why This Strategy Works?
- Enhances Engagement: Video content is more captivating than text or images, keeping users engaged with the email longer.
- Drives Immediate Conversions: With shoppable video links, customers can shop instantly without extra steps, reducing friction in the buying process.
- Optimized for Mobile Users: Since most people check emails on their smartphones, a well-optimized video marketing strategy ensures a seamless mobile shopping experience.
- Improves Click-Through Rates (CTR): Emails containing videos have higher open and engagement rates, increasing the chances of conversions.
- Increases Brand Recall: Videos leave a lasting impression, helping businesses stand out in crowded inboxes.
Best Practices for Using Shoppable Videos in Email Marketing:
- Tell a Story with Video Marketing: Instead of simply displaying a product, create a compelling story that connects with customers emotionally. For instance, a beauty brand can showcase a quick “Get Ready with Me” tutorial using its products.
- Ensure Mobile-Friendly Emails: Optimize the email layout and video format so they load quickly and display well on all devices, especially mobile phones.
- Use SEO-Friendly Video Descriptions: Adding relevant keywords to video titles and descriptions improves search engine visibility, ensuring that even email content can be discovered through search.
- Add a Strong Call-to-Action (CTA): Phrases like “Shop Now,” “Get Yours Today,” or “Limited-Time Offer” encourage customers to take immediate action.
- Test and Analyze Performance: Use A/B testing to see which video formats, subject lines, and CTAs work best for conversions.
By incorporating shoppable videos into email marketing, businesses can make their campaigns more engaging, drive higher sales, and maximize the power of video commerce.
Leverage Social Media Platforms for Shoppable Video Ads
In today’s digital world, social media platforms like Instagram, TikTok, YouTube, and Facebook are no longer just for entertainment—they have become powerful shopping destinations. By leveraging video commerce, businesses can create interactive shoppable videos that allow users to tap on products and buy them instantly without leaving the platform.
How It Works:
- Consider a fashion brand launching its new summer collection. Rather than simply posting product photos, they make an Instagram Reel of a model wearing the outfits. Viewers watch the video and see product tags appear on each outfit, which they can tap and shop instantly.
- On TikTok Shop, brands can tag products within their videos, which makes the shopping process very smooth. For instance, a beauty brand can post a short clip of how to do a skincare routine and viewers can click on each product used and buy it right then and there.
- YouTube’s Shoppable Video Ads take video commerce to another level by allowing businesses to embed clickable product links directly within their videos. When a smartwatch feature is shown in a video review uploaded by a tech company launching a new smartwatch, a ‘Buy Now’ button appears.
By integrating video marketing with digital commerce, brands make the shopping experience more engaging, effortless, and instant—a key factor in driving conversions.
Best Practices for Using Shoppable Videos on Social Media
- Focus on Mobile Viewing: Most of social media users are browsing on their smartphones, so make sure videos are vertical (9:16 ratio), fast loading and of high quality.
- Attention Span is Short: Hook Viewers Within 3 Seconds. Start your video commerce content with a strong visual hook to grab viewers instantly and keep them engaged.
- Use SEO-Optimized Descriptions & Hashtags: Social media videos should include keywords like “best sneakers for running” or “must-have summer dresses” to appear in search results.
- Add Text Overlays or Voice Prompts: Include text overlays or voice prompts like ‘Tap to Shop,’ ‘Get Yours Now,’ or ‘Swipe Up to Buy’ to prompt instant purchases.
- Leverage Influencer & User-Generated Content (UGC): People trust recommendations from real users, so leverage Influencer & User Generated Content (UGC). Influencers or encourage customers to make videos that review and feature products with shoppable tags.
- Run Retargeting Ads with Shoppable Videos: Social media ads to remind a user who didn’t buy after watching your video that you have a product with a discount or limited time offer.
With shoppable videos in social media marketing, businesses can enhance engagement, enhance conversions, and turn casual viewers into loyal customers.
Improve SEO With Shoppable Video Content
In today’s digital world, people don’t just visit websites to find products, they are searching for recommendations, reviews and demonstrations on Google, YouTube and other search engines before buying. By leveraging video commerce and optimizing shoppable videos for SEO (Search Engine Optimization), businesses can increase their online visibility, attract more customers, and drive higher conversions.
How Shoppable Video Content Enhances SEO?
Rich media content (videos) are given preference over other content in Google search results when users search for a product. Businesses that integrate video marketing into their strategy can rank higher on search engines, making it easier for potential customers to find their products.
Here’s how:
- For example, a company selling kitchen gadgets makes a YouTube video titled “Best Air Fryer for Healthy Cooking: Watch & Buy Instantly”. The video isn’t just explaining the benefits of an air fryer, it also has clickable product tags that let viewers purchase directly from the video.
- The video is further optimized with SEO-friendly titles, descriptions, and hashtags, ensuring that it appears in search results whenever users look for air fryer recommendations.
- Shoppable videos also help on site engagement by embedding them on a brand’s website or blog. The longer users stay on the page watching the video, the better the SEO ranking, leading to higher organic traffic.
Best Practices for Optimizing Shoppable Videos for SEO
- Use Keyword-Rich Video Titles & Descriptions: Include relevant SEO keywords in the video title, description, and metadata to ensure it ranks well on Google and YouTube. Example: Buy Instantly Top 5 Skincare Products for Glowing Skin!
- Add Captions & Subtitles: Many users watch videos without sound. Including captions improves accessibility and increases watch time, which boosts SEO.
- Place Shoppable Videos on Product Pages & Blog Articles: Embedding interactive video content on product pages or blog articles will increase time spent on the site, which tells search engines that the content is valuable.
- Leverage YouTube SEO Features: Use YouTube tags, end screens, and cards to link to other shoppable videos and increase engagement.
- Make the Video High Quality, Engaging Content: Google gives more preference to videos that hold the audience’s attention, so the video should be clear, informative, and visually appealing.
- Share Videos Across Digital Channels: Distribute shoppable videos on social media platforms, email marketing campaigns, and online forums to drive more traffic and boost search rankings.
By combining video commerce with SEO best practices, businesses can enhance brand visibility, improve search rankings, and convert viewers into buyers seamlessly.
15 Best Shoppable Video Platforms that work in March 2025
- Videeo
Videeo is an AI-driven platform that allows you to seamlessly bring interactive, shoppable videos into your Shopify store and mobile app to give your store a next-level shopping experience. Videeo is an innovative placement technology and social media style swipe-up feed that keeps customers engaged and shopping easy.
- TagShop
A powerful and easy-to-use shoppable video platform, Tagshop turns shoppable video content into high-converting shopping experiences. Tagshop uses the power of visual storytelling to make it easy for brands to aggregate, curate, and integrate shoppable videos directly on websites and other marketing channels.
- Idukki
Idukki is a powerful shoppable video platform that allows shoppable video content to become seamlessly shoppable. It is designed to convert passive viewers into active buyers to improve engagement, accelerate the customer journey, and maximize sales. Idukki provides businesses with a frictionless and interactive shopping experience with AI-driven shoppable video content curation and user-generated content aggregation (UGC).
- Vimeo
Vimeo is a well-known video marketing platform allowing you to easily create, manage, and share nice videos. Vimeo is becoming popular among businesses and content creators who want to incorporate shoppable videos into their marketing strategy thanks to its ad-free experience and professional-grade tools. It offers advanced customization, scheduling options, and automation features that let brands build immersive video commerce experiences.
- TolStoy
Tolstoy is a powerful platform for brands to embed interactive shoppable videos into their websites easily. Tolstoy turns your shoppable video content into an interactive shopping experience that helps businesses boost conversions, improve customer engagement, and build long-term brand loyalty. Tolstoy provides e-commerce with a dynamic solution, being able to import content from social media and show off user-generated content.
- Lyvecom
Lyvecom is a dynamic shoppable video platform that allows brands to increase engagement and sell more by transforming video into shoppable experiences. Lyvecom allows to present products more versatile and immersively thanks to its ability to tailor videos for carousels, stories, widgets, and grids.
- Swirl
Swirl is a powerful shoppable video platform that allows interactive video commerce to integrate into your website seamlessly. Swirl turns social media content into shoppable experiences that boost conversions and increase customer engagement with ease.
- Videowise
Videowise is a leading shoppable video platform that helps brands and retailers embed high-performing videos on most of their e-commerce touchpoints. Videowise makes it easy to add immersive, shoppable video content to any site while also increasing engagement and conversions and maintaining the speed of your site.
- Firework
Firework is a powerful shoppable video platform that lets businesses quickly turn their shoppable video content into interactive, high-converting shopping experiences. Firework enables brands to create stronger customer connections and sales with real-time engagement and AI-driven recommendations.
- Quinn
Quinn is a powerful shoppable video platform that helps businesses engage with customers effortlessly through their interactive shoppable video content. Quinn helps brands to create a more immersive shopping experience, increase conversions and improve their online presence with a quick setup and an intuitive interface.
- Vidjet
Vidjet is a shoppable video platform that powers e-commerce brands to embed videos at scale on their websites. Vidjet allows businesses to integrate seamless video from Google Drive, YouTube, and Instagram to create interactive and engaging shopping experiences that drive conversions.
- Restream
A live shopping platform that allows businesses to broadcast live shoppable video content to multiple channels and integrate e-commerce elements is Restream. Restream provides brands with a seamless live streaming experience to reach the audience in real-time and take immediate purchases with one click checkout.
- Bambuser
This live video commerce platform allows businesses to connect with customers in real-time, facilitating a smooth process to raise conversions and gain trust through interactive sessions. Brands can deliver immersive shopping experiences with features geared toward personalized engagement to drive sales.
- Ghost
Create fun, interactive, and innovative videos that engage and convert your customers into engaging with your products. Businesses can adjust products dynamically across multiple platforms with a seamless integration.
- MikMak
Integrate shoppable links into your shoppable video content across multiple channels to transform brand awareness into direct sales. This solution helps consumer brands engage customers and increase revenue effortlessly through podcasts, influencer videos, and email newsletters.
Conclusion
Shoppable videos are no longer a trend. They are a game changer for businesses that want to increase their engagement, enhance user experience, and increase sales. You can use interactive videos in fashion, beauty, electronics, hospitality — and even real estate — to improve how customers discover and buy your products.
If you haven’t been working with shoppable videos, now is the time to get started! The best part? And you don’t need a big budget or a complex setup to start.
