AMBASSADOR MARKETING

Shoppable Video 101: What It Is, Strategies, and Examples

Did you know that around 17% of potential customers drop off before completing a purchase?

The biggest culprit? A long, complicated checkout process.

Now, think of cutting out that friction and increasing conversions effortlessly. That’s exactly what shoppable videos offer—seamless, direct checkout features that streamline the buying journey. They come packed with benefits and versatile formats that we’ll break down ahead.

But here’s the catch: even the most visually stunning videos can fall flat without the right strategy.

To help you turn views into sales and scale engagement, this ultimate guide covers everything you need to know, including:

• An overview of shoppable videos, their benefits, and formats
• A step-by-step guide to creating high-converting content, choosing top platforms, and applying winning strategies
• Essential elements of effective shoppable videos
• Common challenges in shoppable marketing and how to overcome them
• Emerging trends shaping the future of shoppable content

P.S: Want your shoppable videos to bring in twice the revenue? inBeat.co can help! Whether it’s finding the perfect influencers for social proof, creating diverse ad mockups for A/B testing, or using marketing calculators to track performance and optimize your campaigns—our free toolkit has everything you need to optimize, scale, and sell more.

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TL;DR:

• Shoppable videos let viewers buy products directly within the content, reducing friction and increasing conversions.
• Key elements include strong CTAs, direct add-to-cart buttons, in-video product details, and a smooth checkout process.
• Benefits include higher conversion rates, better engagement, improved ROI, emotional connections, and optimized targeting.
• Formats range from product demos and live streams to UGC, unboxing videos, and social media clips.
• Strategies for success: optimize for mobile, use storytelling, add interactive features, and collaborate with influencers.
• Challenges include platform limitations, balancing creativity with sales, and maintaining a smooth user experience.
• Emerging trends like AR/VR, AI-driven experiences, and 5G are shaping the future of shoppable video marketing.
• inBeat.co offers influencer discovery, ad mockup tools, and analytics to help brands maximize shoppable video performance.

What Are Shoppable Videos?

Shoppable videos are interactive videos that let viewers buy instantly without leaving the app or website. They integrate clickable links or tags to streamline the buying process and remove extra steps. Instead of searching for a product later, viewers can tap clickable links, add items to their shopping carts, and check out in seconds.

Example

Our sister’s agency, inBeat, helped Fake Fragrances launch a successful shoppable video campaign on TikTok Shop, using a user-generated content (UGC) strategy.

When to Use Shoppable Videos?

Ever wonder if shoppable videos are worth adding to your marketing strategy? If any of these sound familiar, it’s time to jump in:

• If you sell fashion, beauty, or home goods, your audience is already scrolling through TikTok and Instagram. All you need to do is provide them with a seamless shopping experience via shoppable videos.
• You are already posting content on social media, and they are getting solid video views. So why stop at engagement? Adding shoppable links can simultaneously increase your sales.
• When tired of abandoned carts, shoppable videos can be your savior as users can shop in real-time.
• Some things sell better when you see them in action, like makeup, clothing, beauty tools, etc. If your product is one of them, adding product demonstrations with links can lead to more online conversions.
• You want to enhance customer experience by letting them purchase their favorite things seamlessly, without extra clicks or distractions.

Best Shoppable Video Elements

Now that you know when to leverage shoppable videos, it’s also important to include the right elements. Without them, even the best videos won’t drive sales.

Key elements to focus on include:

1. Strong Call-To-Action

If viewers don't know what to do next, they’ll keep scrolling. That’s why a clear, direct CTA like "This one's yours—tap to shop!" or "Love it? Tap to get it now!" makes all the difference.

For Fake Fragrances, one of our creators says:

“Shop Fake fragrances if you want to smell great for a fraction of the cost.”

https://app.frame.io/player/4c341f28-5e07-4dd7-b048-5c468fe25dfd

This is a very direct CTA. You can notice it’s not spammy at all and the hook works because it addresses two of the ICP’s pain points:

• Wanting to smell great
• And doing so at a fraction of the cost

In fact, personalized CTAs drive 202% better results because viewers don’t hesitate but take action when they can relate.

2. Direct Add To Cart Button

A cart button inside the video lets viewers add featured products to their shopping carts in one tap. This leads to a friction-free experience that keeps buyers engaged and drives higher conversions.

3. In-Video Product Details

No one wants to hit pause just to hunt for product details. Clickable product links with key info like pricing, sizes, colors, and availability keep everything in view to make buying decisions instant and effortless.

4. Simple Checkout Process

A complicated checkout process leads to abandoned carts, at least for 18% of people. So, the fewer clicks, the better.

With shoppable video technology, you must integrate a one-tap checkout or connect to major e-commerce platforms for a quick and hassle-free customer journey.

5. Easy Navigation

Struggling to navigate a shoppable video can instantly turn viewers away. When shoppable links, clickable product tags, and smooth transitions to checkout function seamlessly, viewers stay engaged and move from watching to buying within seconds.

Key Benefits of Shoppable Video Ads

With the key elements in place, it’s time to explore the real value they bring. The major benefits of incorporating shoppable video ads into your strategy are:

1. Increased Conversion Rates

Shoppable videos remove friction by turning views into direct purchases. Research supports this. In fact, businesses that incorporate their products into their video ad campaigns see over 60% more conversions at a much lower spend.

2. Enhanced Customer Engagement

Interactive video content keeps your audience hooked. The more they interact, the more likely they are to engage with your brand, which means more chances of building loyalty and driving sales. It’s proven by the fact that 42% of brands that used shoppable ads reported a significant boost in engagement.

3. Improved ROI

Every time a customer clicks and buys, it’s a win for your business. Shoppable video campaigns deliver a high return on your investment to streamline the buying journey and increase online conversions.

4. Builds an Emotional Connection With the Audience

When customers see your products in action, it hits differently. They feel the product, imagine using it, and connect on a deeper level. Add in the ability to shop right from the video, and it turns into something personal, which makes your brand more relatable and authentic.

5. Optimized Targeting

With advanced analytics and data-driven insights, shoppable video platforms let you target the right audience so your videos reach the people most likely to convert.

Types of Shoppable Videos

Just like their remarkable benefits, shoppable videos come in dynamic formats, each designed to capture attention and sales:

1. Product Demos

A product demo shows how your product works in real-time. Whether it's a kitchen gadget, beauty product, or any other item, demonstrating how it functions builds trust and confidence in your audience. With this type of video, you're giving customers exactly what they need to make an informed decision.

Example

Azaleia made their lunchbox shoppable by turning a simple demo into an interactive buying experience.

2. Live Streams

Instead of passively watching, viewers get to see your products in action, ask questions, and get instant responses with live streams.

The best part?

They can shop instantly without ever leaving the video. In fact, the impact doesn't stop when the stream ends. Live shopping sticks with viewers, with 73% more likely to make a purchase even after the event is over.

Example

One of our agency’s clients, Nordstrom, introduced live shopping in 2021. They hosted events where presenters showcased a range of products. Viewers could engage in real-time, ask questions, and purchase featured products instantly through provided links, creating a dynamic and immersive shopping experience.

3. Unboxing Videos

From the packaging to the product’s feel and features, unboxing videos offer a real, unscripted look at what viewers can expect. Seeing someone’s genuine reaction builds trust and sparks that “I need this” feeling. And with shoppable links right in the video, the jump from curiosity to purchase happens in seconds.

Example

Create teamed up with a social media creator who posted an unboxing video of their styler with a shoppable link for instant purchase.

5. User-Generated Content (UGC)

UGC is like a personal recommendation, when customers showcase your products, it builds trust and adds social proof instantly. Seeing others use and love what you offer makes new buyers feel confident hitting that buy now button. Plus, if you want to experience a 50% lower cost per click (CPC), it’s the best choice over branded content.

Example

Maquillalia used shoppable videos featuring UGC, which allowed customers to see their makeup products in action and shop directly.

6. Social Media Videos

Shoppable videos on social channels like TikTok and Instagram are fast, engaging, and highly shareable. They don’t just capture attention, they turn video views into instant sales. Instead of making customers search for a product later, these videos keep everything seamless with clickable links that take them directly to TikTok Shop or Instagram Shop.

6. Catalog Videos

If you have a variety of products, catalog videos are a game-changer. Instead of bombarding customers with a bunch of separate product listings, you can showcase a range of items in a single, interactive video with purchasing links to each.

Example

Starbucks used Instagram carousels to showcase some of its products, each with a Shop Now button. A quick tap, and customers could go from craving to checkout.

How to Create Killer Shoppable Videos that Convert?

Now that you know why shoppable videos are worth the hype, let’s dive into how to create ones that actually convert.

1. Define Your Goals and Target Audience

A shoppable video without a clear goal is just another piece of content.

Want higher conversion rates, better customer engagement, or stronger brand loyalty? Set your target first. Then, focus on who’s watching, such as:

Selling to mobile users? Keep it fast, interactive, and optimized for platforms like TikTok Shop.

Targeting serious buyers on e-commerce websites? Make it informative, visually polished, and focused on product benefits to help them make informed decisions.

📌 Pro tip: We recommend using tools like Google Analytics Audience Insights to better understand your viewers’ behavior, preferences, and demographics. This helps tailor your video content to match their specific needs and boost conversions.

2. Select the Right Platform

Picking the right shoppable video platform decides how well your videos convert. Different platforms cater to different audiences and video styles, so choose wisely:

3. Capture High-Quality Video Footage

Blurry product images and bad audio are conversion killers.

Therefore, always aim for bright lighting, crisp sound quality, and close-up shots to make your product stand out.

Good lighting highlights product details, clear sound keeps your message sharp, and close-ups let shoppers see textures, features, and quality up close—making them feel like they’re interacting with the product in person.

The sharper the details, the stronger the customer experience, and the faster they'll hit “Buy Now.”

📌 Pro tip: We suggest investing in an affordable lighting kit, like a ring light or softbox, for a professional look. Use the Riverside.fm for high-quality remote recording if filming with influencers or collaborators remotely.

4. Edit, Test, and Publish the Video

Now’s the time to bring everything together! Before hitting publish, take a moment to double-check everything.

Make sure your shoppable links, clickable product tags, and in-video checkout features work flawlessly. Place your CTA buttons strategically—somewhere easy to tap without disrupting the viewing experience.

Ask yourself:

• Are the links working properly?
• Is the audio clear and crisp?
• Does the video look great on both mobile and desktop?

But don’t stop there! Test different formats and run A/B experiments to find what resonates best with your audience. Try adjusting the video length, switching up CTA placements, or experimenting with different thumbnail styles.

The more you test, the better you’ll understand what captures attention and drives conversions.

📌 Pro tip: We suggest speeding up your testing process with ad mockup generators. They make it easy to create multiple ad variations quickly, saving time and effort. At inBeat.co, we offer free ad mockup generators to help you test different visuals, messaging, and formats—without the extra workload.

Alt tag: Facebook Ad Mockup Generator

5. Monitor Performance

Now comes the fun part—seeing how your shoppable video campaign actually performs! Keep an eye on key metrics like views, click-through rates, engagement time, and conversions.

Dive into the analytics to spot where viewers are dropping off or which products are getting the most clicks in each video.

This data is pure gold—it shows what’s working and what needs a little tweaking. Use these insights to fine-tune future campaigns, sharpen your content strategy, and get the most out of your return on investment (ROI).

P.S. Need help tracking your performance? inBeat.co offers free marketing calculators for Cost Per Mille (CPM), Click-Through Rate (CTR), Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and even a Bounce Rate Calculator—everything you need to optimize your campaigns and drive better results!

Strategies to Create High-Converting Shoppable Videos

You’ve nailed the basics, and now it’s time to take things up a notch. We’re sharing some proven video marketing strategies that can help turn your shoppable videos into powerful conversion machines.

1. Optimize For Mobile Users

With smartphones driving over 75% of retail site visits and generating nearly two-thirds of online shopping orders in the US during the third quarter of 2024, it’s clear that mobile optimization is essential.

Most people are glued to their phones, so if your shoppable videos aren’t designed with mobile users in mind, you’re leaving sales on the table.

Focus on creating a seamless mobile experience with a vertical format, crystal-clear visuals, and tap-friendly shoppable links.

Anything less makes the shopping journey harder than it needs to be—and that friction can cost you conversions.

2. Incorporate Storytelling

Storytelling has the potential to increase conversion rates by up to 30%.

People don’t just buy products; they buy stories. A shoppable video that hooks viewers emotionally wins every time.

Show the before-and-after, let them see the problem solved, or make it feel personal with an influencer video.

When the story is relatable, the purchase decision becomes a no-brainer.

3. Include Interactive Features

Shoppable videos work best when they give an immersive experience, not just display content. Add clickable product tags so viewers can tap and buy instantly. Use in-video checkout to remove extra steps.

Want to keep your audience engaged longer?

Try polls, quizzes, or swipe-up actions that make the journey interactive.

4. Prioritize Fast Loading Times

When it comes to online shopping, patience runs thin—slow-loading videos can drive potential customers away in seconds.

If viewers are ready to buy but your video lags, you risk losing sales before they even see the product.

The solution?

• Optimize for speed without sacrificing quality.
• Compress video files to reduce size
• Use adaptive streaming to adjust video quality based on the viewer’s connection
• Choose lightweight formats like MP4 or WebM for faster loading and smoother playback.

A fast, seamless viewing experience keeps your audience engaged—and the quicker the load time, the higher the chances they’ll stay, watch, and convert.

📌 Pro tip: We suggest using tools like TinyPNG or HandBrake to compress video files without compromising quality. For an even smoother experience, you can enable lazy loading on your website—this ensures videos load only when visible, improving page performance.

5. Collaborate with Influencers

Influencer marketing is all about leveraging trust. A personal product review, unboxing video, or product showcase from a familiar face builds social proof and makes shoppable videos feel organic.

Why is this so powerful? Because 69% of customers trust influencer recommendations more than traditional advertising. This makes them a valuable asset for driving engagement and conversions.

Footwear brand Aldo hosted a live shopping event co-hosted by stylist Mimi Cuttrell and TikTok influencer Nate Wyatt. The event allowed viewers to explore products in real-time and make purchases directly through integrated links.

Not sure where to find the right influencers for your shoppable videos?

Well, you can leverage influencer discovery platforms. For example, inBeat.co helps you discover niche creators using advanced search filters such as location, language, follower count, and more— all in just a few seconds. Plus, with tools like an engagement rate calculator and fake follower checker, you’ll know exactly who’s worth your time—no scams, just real results.

6. Unveil New Products Live

Want to turn a product launch into a buying frenzy?

We suggest going live when unveiling your new collection and incorporating direct links to purchases. This makes your customers a part of an exclusive event where they can see your product in action, drop their questions in real-time, and buy on the spot.

A live launch creates urgency and exclusivity by making shoppers feel like they’re getting front-row access to your product, which drives them to act fast.

7. Offer Limited-Time Discounts

Nothing speeds up a purchase like the fear of missing out. When viewers know a deal won’t last, they buy now instead of “maybe later” (which usually means never).

Whether it’s a flash sale, early access to a product drop, or an exclusive influencer promo code, urgency definitely makes a difference.

Add countdown timers, real-time stock updates, or low-quantity alerts, and watch as viewers rush to grab their deal.

Challenges of Shoppable Videos

While these strategies can set you up for success, it’s important to recognize the hurdles that come with shoppable videos.

So, let’s dive into the key challenges you might face.

1. Technical Limitations

Shoppable videos are changing the game, but not every social media platform or e-commerce website is ready for them. Many of them still lack built-in shopping features, which forces brands to rely on inefficient third-party tools that can disrupt the experience with slow load times, clunky integrations, and other technical hiccups.

2. User Experience Issues

Shoppable videos often include interactive elements like clickable links, high-resolution visuals, and in-video checkout. However, packing in too much data can slow things down. And if the video doesn’t flow seamlessly, it can frustrate viewers—and slow sales as a result.

3. Balancing Creativity With Sales Intent

Creating a shoppable video that drives conversions without feeling like a hard sell is a real challenge. Brands often struggle to strike the right balance between being creative and pushing sales.

Overloading the video with shoppable links can feel intrusive, while focusing too much on creativity can dilute the buying intent. Finding that sweet spot is key.

Top Shoppable Video Trends

Now that we’ve covered the challenges, let’s explore the top trends shaping the future of shoppable videos:

• AR/VR integration: AR and VR are changing the game for online shopping, with 88% of businesses already adapting them. Now, shoppable videos are making these technologies even more powerful. Customers can see products in their space, try them on virtually, or explore 3D views while shopping directly from the video.
• AI-driven experiences: Instead of showing the same content to everyone, AI-powered interactive videos recommend shoppable products based on what each viewer actually wants. It tracks preferences, past behavior, and live interactions to deliver a personalized shopping experience. The result? More engagement, higher online conversions, an effortless shopping journey.
• 5G: Slow loading kills sales, but 5G is here to fix that. With ultra-fast streaming, videos with shoppable features can be played instantly to keep viewers engaged and ready to buy. Furthermore, with 5G, more devices stay connected at once, which gives access to richer data streams. More connections mean smarter insights!

“Imagine knowing someone so well you can predict what they want before they even ask. That’s kind of what 5G does for marketers. Thanks to its super-fast processing power, it can collect tons of information about people’s online habits and preferences. This allows marketers to create super-targeted ads and content that people actually care about, leading to happier customers and more business.” - The Impact of 5G on Digital Marketing: A Friendly Guide

Optimize Your Shoppable Videos with inBeat.co’s Free Toolkit

The future of e-commerce lies in interaction, and shoppable videos are leading the charge. Mastering the right strategies, tackling challenges head-on, and staying ahead of trends can turn every view into a potential sale. This is the perfect time to elevate your video marketing game.

• Shoppable videos streamline the buying journey by allowing viewers to make purchases directly within the content.
• Adding elements like CTAs, clickable product tags, and in-video checkout boosts engagement and conversion rates.
• Shoppable videos are most effective for industries like fashion, beauty, and home goods, where visual demonstrations drive sales.
• Mobile optimization is essential—vertical formats, clear visuals, and tap-friendly links ensure a smooth shopping experience.
• Storytelling in shoppable video content builds emotional connections, making the purchase decision feel natural and compelling.
• Influencer collaborations enhance trust and authenticity, turning recommendations into actionable purchases.

If you’re looking to enhance your shoppable video strategy and drive real results, inBeat.co has you covered. From discovering the perfect influencers to creating high-performing ad mockups and optimizing campaigns with advanced marketing tools, inBeat.co offers everything you need to scale, convert, and grow. Book a Free Demo Now!