Discover how to boost your eCommerce business with interactive and shoppable videos. As AI technologies keep changing video marketing strategies, learn about the key features, and best practices to gain an edge with interactive and shoppable videos.
Previously, shopping online was hectic especially through videos. This was because you would have to pause and in most cases go search for the product website and scroll through an endless list to locate your desired product, not to mention the lengthy checkout processes.
This made eCommerce challenging and stunted for brands and businesses. Likewise, frustrating for consumers who love convenience at every level.
However, things have changed as interactive and shoppable videos are shaping the eCommerce field. Now, viewers can click, explore, and even buy right from the video itself.
But, what makes up a shoppable video and why are they the future of eCommerce?
Let’s begin.
What is Interactive and Shoppable Video?
Image Credit: Promo.Com
Interactive and shoppable videos are a form of rich media that go beyond passive viewing by enabling user engagement directly within the video content.
Interactive videos allow viewers to click, tap, or hover over elements in the video to reveal more information, answer questions, make decisions, or navigate to other elements. Shoppable video, on the other hand, takes this interactivity further by allowing consumers to shop products directly from the video itself, without leaving the video.
With shoppable integration, viewers could add their chosen item to their cart or even check-out— all without pausing the video or being redirected.
These features shorten the buyer’s journey which leads to a seamless shopping experience.
Since shoppable videos increase conversion rate by up to 70% compared to non-interactive content, expect to see more of these video types, and don’t get left behind!
Daniel Vasilevski, the director and founder of Bright Force Electrical, believes this and predicted that shoppable videos will be huge in 2025.
“When someone watches a video showcasing a product, they can immediately click on an integrated link to buy it without leaving the app. This works because it eliminates extra steps, like going to a profile’s bio, clicking a link, and then completing a registration process.”
Key Features of Shoppable Videos
A video is classified as shoppable when it possesses the following features:
Clickable Hotspots and Tags
Image Credit: 50Wheel.com
These are interactive elements placed directly on products within a video. This feature enables brands to place interactive tags on products within a video, and viewers can click or tap to get more details like size, price, or available colors.
Add-to-Cart and Buy Now Integration
With add to cart or buy now buttons built right into a video, viewers can make purchases on the spot. Instead of clicking away to a seperate website or search page, the viewer can complete a purchase within a few clicks.
Integration with eCommerce Platforms and Social Media
Shoppable video connects seamlessly with eCommerce platforms and social media platforms that consumers already use. Hence, you can connect them with Shopify, WooCommerce or BigCommerce, and share them on Instagram, TikTok, or YouTube.
This means shoppers can go from scrolling to shopping instantly without leaving the app.
3600 Product Views
Image credit: WebRotate 360
Photos don’t always show the full view especially for things like shoes, gadgets or furniture. That’s why 3600 views in an interactive and shoppable video matter. Viewers can raise a product and check it from every angle, almost like picking it up in a store.
Chapter Based Navigation to Explore Specific Features
Shoppers often care about one or two features of a product, not the whole pitch. Chapters-based navigation solves this by letting viewers jump to the part they’re most interested in.
Why Shoppable Videos Are Gaining Popularity
Here are key reasons why you should integrate interactive and shoppable videos into your eCommerce marketing strategies:
Shorten a Buyer Journey
Shoppable videos remove the extra steps between seeing a product and buying it. Instead of watching a video, then searching for the item online, viewers can click and purchase directly within the video. This convenience speeds up the buying decision.
Interactive and shoppable videos can reduce the purchase journey from over 6 steps to just 2 or 3. That means fewer chances for the customer to drop-off and more chances for you to close the sale.
Boost Conversion Rate
The easier you make it to shop, the more likely people are to buy. Shoppable videos create a smooth path from interest to checkout. Hence, viewers aren’ just passively watching, they’re actively clicking, exploring, and adding items to their cart.
This interactivity has proven results as 85% of viewers are more likely to purchase after watching an interactive video, compared to only 51% for traditional videos
Increase Product Value
Seeing a product in context being used, styled, or explained adds depth to its value. A jacket shown in a fashion video or a pan used in a cooking demo helps customers imagine themselves using it. That connection makes the product feel more useful, desirable, and worth the price.
Enhanced Customer Engagement
When a video invites viewers to click, learn more, or shop instantly, it grabs attention longer. Instead of watching passively, the viewer becomes part of the experience. Customers feel involved, not just sold to, and that’s a big deal in today’s eCommerce space.
Best Practices for Interactive and Shoppable Video
To win big with interactive and shoppable video, leverage the below best practices:
Begin With Hotspots and Tags
Start by adding clear, clickable hotspots or product tags to your videos. These are the interactive points that let viewers explore more about a product. This includes size, price, or even how to buy it.
Plus, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. Hotspots and tags make that process smoother and faster.
Let Interactive Shots Run Longer
If you’re giving viewers the chance to click and explore, give them enough time to do it. Let the product linger on-screen, or slow the pacing slightly so people don’t feel rushed.
A longer show also gives your tags more time to do their job, especially if you’re targeting mobile users who might need an extra second to tap.
Don’t Overwhelm Your Audience, Focus on a Few Items Per Video
Stick to two or three items per video to keep it focused and clear. If viewers are bombarded with too many clickable options, they’re less likely to engage at all. Hence, narrow your product range per video which keeps your message sharp and helps your viewer focus on what matters.
Place Your CTAs Strategically
Calls-to-action(CTAs) work best when they feel natural and well-timed. Don’t drop them too early, or your viewers might skip out before getting your message.
Instead, place CTAs where they make sense; after a product demo, near the end of a story, or just as your viewers show peak interest.
Inform Audience That They Can Interact With Your Content
Your video might be clickable, but if viewers don’t know that, they’ll treat it like any other passive clip. Hence, make it clear right from the start either with a short intro line, subtle visual cues like a blinking hotspot, or a quick on-screen prompt like “Tap to explore’.
FAQs
What tools or software can help me create shoppable videos?
If you’re looking to create shoppable videos, several tools can make the process easier without needing to code anything. Platforms like Adilo, Smartzer, Tolstoy and Shoploop let you add clickable product tags, links, and interactive hotspots directly to your videos. These tools let you upload your video, tag your products, and embed the final version on eCommerce platform, your site or social media.
What platform supports interactive or shoppable videos?
Today, the majority of eCommerce platforms(Shopify, Magento), social media platforms(TikTok, Instagram, Facebook) as well as video hosting platforms (Adilo, YouTube) all support interactive and shoppable video.
Are shoppable videos expensive to produce?
The cost really depends on your goals and production style. You can create effective shoppable videos using a smartphone and a well-lit space. Add shoppable and interactive elements later with affordable tools like Tolstoy or Kerv. in addition, some platforms like Adilo offer free trials, so small brands can start without a big investment.
What’s Next?
Interactive and shoppable videos are transforming how consumers engage with products. When shoppers can click, learn, and buy without leaving a video, it shortens the journey from interest to purchase.
Plus, eCommerce platforms have reported up to 30% higher conversion rates on shoppable videos compared to traditional product pages.
Hence, if you’re serious about growing your eCommerce brand, now is the time to leverage interactive and shoppable videos to sell. In addition, Adilo is a recommended platform for shoppable videos as it offers everything from video hosting to interactive features and shoppable video support.
