blog post

Creating Engaging Shoppable Videos for Ecommerce

December 14, 2023


As e-commerce continues to evolve, shoppable video tips have become increasingly valuable for brands looking to optimize their online presence. In this comprehensive guide, we will explore the latest trends and best practices in creating effective shoppable videos that drive engagement and sales.

The rise of mobile consumption has made it crucial for marketers to understand the importance of mobile-friendly content and how shoppable videos are revolutionizing the e-commerce landscape. We'll delve into strategies for keeping your content concise and focused while effectively using visuals to convey important details.

Furthermore, we will discuss optimal video formats for mobile devices, such as portrait orientation over landscape format, along with showcasing individual products instead of cluttered compilations. Capturing attention through eye-catching visuals and compelling stories is another essential aspect covered in our shoppable video tips.

Finally, measuring success and optimizing your strategy is vital; hence we will examine key performance indicators (KPIs) specific to shoppable video campaigns alongside continuous improvement through data analysis and optimization. By implementing these expert insights on shoppable video tips into your marketing efforts, you can create a seamless shopping experience that resonates with potential customers.

The Rise of Mobile Consumption and Shoppable Videos

With the increase in mobile consumption, marketers have adapted by creating shoppable videos that allow customers to purchase products without visiting an online store. These videos are designed for easy navigation on smartphones, making it convenient for users to shop directly from their devices.

Understanding the Importance of Mobile-friendly Content

Nowadays, people are rapidly using their phones to explore the web; thus, companies need to focus on optimizing content for mobile viewing if they wish to reach and interact with potential customers. According to Statista, over 90% of internet users access the web via their smartphones. As a result, businesses must prioritize optimizing content for mobile viewing in order to effectively reach and engage with potential customers.

How Shoppable Videos Revolutionize E-commerce

Shoppable videos provide an interactive shopping experience by allowing viewers to click on products featured within the video itself and proceed directly to checkout. This seamless integration between content consumption and purchasing has led many e-commerce brands like Snapchat Spectacles, Instagram Shopping, and even YouTube with its new "Gander" project, to adopt this innovative marketing strategy.

  • Increased engagement: Shoppable videos encourage users to interact with the content and explore product offerings in a more immersive way compared to traditional online shopping experiences.
  • Higher conversion rates: By eliminating extra steps between viewing products and making purchases, shoppable videos can lead to higher conversion rates for e-commerce businesses. A study by Wyzowl found that 84% of people say they've been convinced to buy a product or service after watching a brand's video.
  • Better customer insights: With detailed analytics on user interactions within shoppable videos, marketers can gain valuable insights into consumer preferences and behavior patterns, helping them optimize future campaigns accordingly.

To stay competitive in today's digital landscape, it is essential for e-commerce brands to embrace mobile-friendly content strategies like shoppable videos. By doing so, they can effectively connect with customers at scale while offering an engaging and seamless shopping experience.

The rise of mobile consumption and shoppable videos has opened up a world of opportunities for e-commerce brands to reach their customers at scale. Keeping content concise and focused is essential in order to make the most out of this powerful tool.

Key Takeaway:

Shoppable videos are becoming increasingly popular as they allow customers to purchase products directly from their mobile devices without visiting an online store. By creating mobile-friendly content, businesses can reach potential customers more effectively and shoppable videos provide a seamless integration between content consumption and purchasing, leading to increased engagement, higher conversion rates, and better customer insights for e-commerce brands.

Keeping Content Concise and Focused

As people consume content quickly on mobile devices, it's crucial to keep your shoppable video concise while highlighting key features of your product. This will ensure viewers can grasp essential information within a short time frame before moving onto other content. In this section, we'll discuss tips for creating brief yet informative video scripts and using visuals effectively to convey important details.

Tips for Creating Brief Yet Informative Video Scripts

To create a compelling shoppable video that captures the attention of your target audience, follow these guidelines:

  • Keep it short: Aim for videos under 60 seconds in length. According to Wyzowl, the ideal length is between 30-60 seconds as viewer engagement tends to drop off after that point.
  • Create a clear structure: Organize your script into three main sections - introduction, product showcase, and call-to-action (CTA). Each segment should be succinct but impactful.
  • Focused messaging: Concentrate on one or two unique selling points (USPs) per video instead of trying to cover every aspect of the product. This ensures clarity and prevents overwhelming viewers with too much information at once.

Using Visuals Effectively to Convey Important Details

In addition to well-crafted scripts, incorporating striking visuals can help you communicate vital information about your products more efficiently. Here are some tips on how best to utilize visual elements in shoppable videos:

  • Showcase products in action: Demonstrate how customers can use or benefit from your product, making it easier for them to envision themselves owning and using it.
  • Highlight key features: Use close-ups or animations to emphasize the most important aspects of your products. This can help viewers quickly understand what sets your offering apart from competitors.
  • Incorporate text overlays: Adding brief, informative text on-screen can reinforce spoken content and provide additional context without extending video length. Tools like Canva offer easy-to-use templates for creating visually appealing text overlays.

By combining concise scripts with effective visuals, you'll create engaging shoppable videos that effectively showcase your e-commerce brand's offerings while keeping mobile users' attention throughout the entire viewing experience.

By keeping content concise and focused, brands can ensure that their video messages are effectively communicated to customers. Moving on, optimizing the format of videos for mobile devices is key in order to maximize engagement with shoppers.

Key Takeaway:

To connect with customers at scale through shoppable videos, it's important to keep the content concise and focused. Creating brief yet informative video scripts with a clear structure and incorporating striking visuals that showcase products in action, highlight key features, and incorporate text overlays can effectively engage viewers while showcasing your e-commerce brand's offerings.

Optimal Video Formats for Mobile Devices

When producing shoppable videos specifically for mobile viewing, it's essential to consider the most suitable formats and presentation styles. This ensures an optimal user experience as viewers browse through your offerings with ease. In this section, we'll discuss the benefits of using portrait orientation over landscape format and why showcasing individual products is more effective than cluttered compilations.

Benefits of Portrait Orientation Over Landscape Format

Vertical video consumption has increased significantly, thanks to popular platforms like Instagram Stories and TikTok. As a result, marketers should prioritize creating content in portrait orientation rather than landscape when targeting mobile users. This format takes up more screen space on smartphones, making it easier for viewers to engage with your content without distractions from other elements on their device.

  • User-friendly: Portrait mode provides a seamless browsing experience since users don't need to rotate their phones or adjust settings while watching your shoppable video.
  • Better engagement: With full-screen visuals in portrait mode, you can capture viewer attention effectively by immersing them into your product story entirely.
  • Increase conversions: By providing an optimized viewing experience tailored for mobile devices, you're likely to see higher conversion rates from engaged audiences who appreciate easy navigation within your shoppable video.

Showcasing Individual Products Instead of Cluttered Compilations

Focusing on one item at a time can enable you to give exhaustive data about its advantages and highlights without overpowering watchers with an excessive amount of information in the meantime. By focusing on a single product, you can create an individualized shopping experience that will help your business stand out in the modern e-commerce market. Here are some reasons why showcasing individual products is advantageous:

  • Clear messaging: By concentrating on one product per video, you can deliver a concise and compelling message that highlights its unique selling points effectively.
  • Easier decision-making: Simplifying the selection process by presenting only one item at a time helps viewers make quicker purchasing decisions without feeling overwhelmed by multiple options.
  • Better targeting: Focusing on specific products allows you to target different segments of your audience with tailored content based on their preferences or needs, increasing the likelihood of conversion.

Incorporating portrait orientation and showcasing individual products within your shoppable videos will ultimately lead to better engagement rates and higher conversions for your e-commerce business. Make sure to keep these factors in mind when planning and producing mobile-optimized video content for maximum impact.

Optimizing video formats for mobile devices can help to maximize the impact of shoppable videos and ensure that customers have an enjoyable viewing experience. Employing visually arresting visuals and persuasive narratives is an effective technique to draw in viewers, facilitate transactions, and foster brand devotion.

Key Takeaway:

To connect with customers at scale through shoppable videos, it's important to consider the optimal video formats for mobile devices. Using portrait orientation and showcasing individual products instead of cluttered compilations can lead to better engagement rates and higher conversions for your e-commerce business. These approaches provide a user-friendly experience, clear messaging, easier decision-making, and better targeting for specific audience segments.

Capturing Attention with Eye-catching Visuals and Compelling Stories

Since you only have seconds to capture viewer attention, it's crucial to use striking visuals coupled with engaging storytelling techniques that resonate emotionally or address customer pain points related to your product offering. By incorporating these elements into your shoppable videos, you can create a lasting impression on viewers and encourage them to take action.

Utilizing High-quality Images or Animations

To create a visually captivating video, start by incorporating high-quality images or animations that best represent your products. This not only makes your video more visually appealing but also helps convey important information about the product features and benefits. For example, if you're selling clothing items, consider using professional-grade photography that highlights the texture, color, and fit of each piece.

Storytelling Strategies That Connect with Target Audiences

Beyond captivating imagery, compelling stories are essential for capturing audience interest and building an emotional connection between viewers and your brand. To achieve this goal:

  • Showcase real-life scenarios: Use relatable situations where customers might need or benefit from using your products. This will help potential buyers envision themselves utilizing the item in their own lives.
  • Incorporate testimonials: Include genuine reviews from satisfied customers who share how they've benefited from using your product - this adds credibility while showcasing its effectiveness firsthand.
  • Create a narrative arc: Develop a story around the featured product by introducing characters facing challenges solved by utilizing what you offer; this creates anticipation among viewers as they follow along until resolution occurs at video's end when purchasing options become available.

Combine striking visuals with a gripping narrative to make videos that not only draw in your desired viewers, but also inspire them to act and purchase. Remember to continuously test and refine your video content based on viewer feedback and engagement metrics to ensure optimal results for your e-commerce business.

Catching the attention of your intended viewers is crucial for crafting visuals and narratives that are both captivating and persuasive. Moving on, measuring success with shoppable video campaigns can be done by utilizing key performance indicators (KPIs) for continuous improvement through data analysis and optimization.

Key Takeaway:

To connect with customers at scale through shoppable videos, it's important to capture their attention with eye-catching visuals and compelling stories that resonate emotionally or address customer pain points. Utilizing high-quality images or animations is crucial in creating visually appealing content that conveys important information about the product features and benefits. Additionally, incorporating storytelling strategies such as showcasing real-life scenarios, testimonials from satisfied customers, and creating a narrative arc can help build an emotional connection between viewers and your brand while encouraging them to take action.

Measuring Success and Optimizing Your Shoppable Video Strategy

To maximize engagement levels in your e-commerce business' shoppable video campaigns, it's essential to track relevant metrics and use a data-driven approach for refining future marketing efforts. Analyzing metrics such as CTR, CVR and AOV can give you insight into what works with your target market, allowing you to modify future campaigns.

Key Performance Indicators (KPIs) for Shoppable Video Campaigns

Monitoring the right KPIs will help you gauge the effectiveness of your shoppable videos. Some important KPIs to consider include:

  • Click-Through Rate (CTR): The percentage of viewers who clicked on a product within the video. A high CTR indicates that users are engaging with your content and finding it appealing enough to explore further.
  • Conversion Rate (CVR): The ratio of completed purchases to clicks from the video. This metric helps assess how effectively your shoppable videos drive sales conversions.
  • Average Order Value (AOV): The average amount spent per transaction after watching a shoppable video. An increase in AOV suggests that customers are purchasing higher-value items or adding more products to their cart as a result of viewing the content.

Continuous Improvement Through Data Analysis and Optimization

Analyzing the data gathered from your KPIs will help you identify areas for improvement in your shoppable video strategy. For instance, if you notice a low CTR, consider revising the video's visuals or messaging to better capture viewer attention. On the other hand, if CVR is lacking despite high CTRs, it might be worth evaluating your product pages and checkout process to ensure a seamless user experience.

Additionally, conducting A/B testing on different elements of your shoppable videos can provide valuable insights into what works best for engaging viewers and driving conversions. Experiment with varying aspects such as video length, storytelling techniques, call-to-action placements, or even background music to find the most effective combination for achieving desired results.

Incorporating data analysis and optimization into your shoppable video strategy will ultimately lead to more successful campaigns that resonate with target audiences and drive sales growth for your e-commerce business.

Key Takeaway:

To succeed in shoppable video campaigns, it's important to track relevant metrics and use a data-driven approach for refining future marketing efforts. Key performance indicators such as click-through rates (CTR), conversion rates (CVR), average order value (AOV) and bounce rate should be monitored to identify what resonates with your target audience and optimize accordingly. Continuous improvement through data analysis and optimization will ultimately lead to more successful campaigns that resonate with target audiences and drive sales growth for your e-commerce business.

FAQs in Relation to Shoppable Video Tips

How to Create Shoppable Videos

To improve conversion rates and provide a convenient shopping experience for potential customers, ecommerce brands are turning to shoppable videos. Shoppable videos are an effective way to showcase products and allow viewers to purchase directly from the video, without leaving the platform. Here are some tips for creating shoppable video content:

  • Start with engaging video content: Before making your video shoppable, ensure that it is informative, entertaining, and showcases your products in the best possible light.
  • Choose the right video platform: Gander is a best in class shoppable video tool that integrates directly in your ecommerce stack and takes <5 minutes to set up. To get Shoppable Videos right, make sure to work with a platform like Gander.
  • Make your videos interactive: Use clickable tags or overlays to link the items directly to their respective product pages. This allows viewers to easily navigate to the product page and make a purchase.
  • Showcase featured products: Highlight your featured products in the video and make sure they are easily identifiable. This will help to improve the click-through rate and boost sales.
  • Know your target audience: Understanding your target audience is key to creating effective shoppable video content. Consider their preferences, interests, and buying habits when creating your videos.
  • Provide a seamless shopping experience: Make sure the purchasing process is easy and seamless for viewers. This includes providing clear product information, pricing, and shipping details.
  • Use shoppable video examples: Look to other brands for inspiration and ideas on how to create effective shoppable videos. Analyze their strategies and adapt them to suit your brand.

What is a Shoppable Video?

A shoppable video is an interactive multimedia format that allows viewers to directly purchase featured products within the video itself. By integrating clickable links or hotspots on showcased items, users can seamlessly navigate from watching the content to buying the product without leaving the platform.

What is a Shoppable Article?

A shoppable article combines editorial content with e-commerce functionality by embedding direct links to buy featured products within written articles. This integration provides readers with an immersive shopping experience while consuming informative or entertaining text-based material.

Can Videos be Shoppable on Instagram?

Yes, Instagram supports shoppable videos. Brands can tag up to five products per single-image post or 20 products per multi-image post in both organic feed posts and Stories ads using Instagram's Shopping feature. Users can tap on these tags for more information about each item and proceed with purchasing through linked websites.


Shoppable video content has become a game-changer for ecommerce brands looking to improve their online shopping experience. By creating concise and focused videos that showcase individual products in portrait orientation, using eye-catching visuals and compelling stories, and continuously measuring success through KPIs, businesses can increase engagement, boost sales, and ultimately improve conversion rates.

If you're an ecommerce retailer looking to sell your products directly through interactive videos on various platforms like Instagram Shopping or Amazon Live, then shoppable video tips are crucial for your buyer's journey. To get started with shoppable videos today, visit Gander - the ultimate guide to creating seamless shopping experiences for potential customers.

December 14, 2023