Driving sales online has never been easier, thanks to engaging digital retail tools like shoppable videos. This type of content can fast-track the shopping experience by offering viewers an easy way to go right from seeing an item they want to purchasing it.
Shoppable videos encourage consumers to interact with your content in real time, building that “Yes” momentum you need to get the conversion. In this article, we’ll explain what these videos look like and offer some tips for creating them. Plus, we’ll introduce you to five top ecommerce video platforms.
What is a shoppable video?
Shoppable videos are interactive content that guides potential customers actively through the sales funnel, rather than providing passive product information. For example, this content often lets viewers add products in the videos to their carts immediately, right from the player. That’s done using clickable hotspots, such as “Add to Cart” buttons, that open small interactions.
Other shoppable videos focus on helping potential customers learn about products via embedded “learn more” interactions. With the right tools, you can even turn a series of product videos into a customizable product journey, allowing people to choose which “chapters” to view next.
Just about any ecommerce business can benefit from shoppable videos, but they’re handy when you have highly visual products (such as in the fashion and hospitality industries). When done well, shoppable videos can:
- Enhance customer engagement: Interactive video content encourages viewers to engage with it directly, making the experience more memorable and your brand more recognizable.
- Drive better conversion rates: By removing several steps, shoppable videos streamline the buying experience, often leading to fewer abandoned carts and more ecommerce sales.
- Provide important customer data: Analytics from your shoppable video content can indicate which items caught the most attention. This information is valuable for developing future product videos and advertisements.
- Offer a more substantial customer experience: Shoppable videos provide an interactive, immersive ecommerce experience, more directly engaging potential customers.
Build shoppable videos with Vimeo →
Tips for creating interactive shoppable videos
Here are our tips for creating a compelling video shopping experience:
- Stay on brand: Eliminate friction by using your brand colors, icons, fonts, and terminology in interactions. You’ll want to offer customers a seamless experience, from watching a video to checking out.
- Create clear calls to action (CTAs): Write your CTAs using two or three words that don’t clutter up the video, using precise phrases like “Buy now” and “Try for free.” Only put one call to action on the screen at a time to avoid dividing viewers’ attention.
- Gamify your videos: Add interactions and branching paths that elevate the viewing experience and encourage consumers to take an active role. By the end of the video, you should have plenty of momentum to use in pushing them toward conversion.
- Demonstrate value: Showcase how your product addresses consumers’ pain points or improves their lives with a short-form demonstration. If possible, show the product in a real-world situation to better illustrate its benefits.
- Monitor performance: Watch your analytics closely to determine what’s working, and adapt your video content strategy accordingly. You can use A/B tests to try out what you learn from successes and failures.
Finally, you can learn a lot from the videos other businesses have created, such as our shoppable video examples created with Vimeo.
How to choose the best shoppable video solution
To create shoppable videos, you’ll need a fast, reliable solution that supports interactive content and provides robust editing tools. Vimeo’s shoppable video platform, for instance, lets you customize the video player, interactions, and styling to create an immersive experience.
Below, we’ll introduce you to six platforms. As you choose the right one for your content, consider:
- Ease of use: While removing friction from the buying experience, you don’t want to add time and effort to your team’s workflows. Therefore, it’s essential to find a platform that users can pick up and use immediately.
- Integration capabilities: Video hosting integrations can significantly streamline your workflows, such as by enabling you to quickly publish and embed videos across multiple streamline your workflows considerably, such as by helping you quickly publish and embed videos across channels. Your video platform should integrate seamlessly with the other tools you use.
- Analytics and reporting: You’ll need data to monitor your videos’ performance, so opt for a platform that tracks viewer behavior with video analytics.
- Scalability: Some solutions allow you to start small with a basic, low-risk subscription, while also offering higher-tier plans and advanced features that you can grow into over time.
5 top shoppable video platforms
Now, let’s look at five video shopping platforms that can help you accomplish more with your digital ecommerce content.
1. Vimeo
Vimeo is an all-in-one video hosting solution that fits into your existing tech stack with easy-to-use integrations and flexible editing tools. It’s a centralized hub for all your team’s video assets, enabling you to collaborate in real-time. This solution is also highly customizable — you can create a video player that suits your brand and utilize assets like logos and icons.
With Vimeo’s tools, you can add clickable overlays and hotspots to any new or existing product video, and use them for interactive navigation and CTAs. Plus, Vimeo’s AI capabilities can automatically create chapters and optimize for SEO. Once your shoppable videos are ready, you can host and stream them on Vimeo in 4K, 8K, HDR, and Dolby Vision.
Create and host your first shoppable video →
2. Taggbox
Taggbox is a social media marketing platform with tools for many use cases, including Shopify storefronts and user-generated content. Creators can design interactive shopping videos using a variety of pre-built templates. There are options for creating reels and galleries, then embedding the results on product pages or social media platforms like YouTube and Instagram.
Taggbox’s Growth plan includes a free trial to let you try out the platform, and there’s an Advanced plan with increased limits on views, posts, and feeds.
3. LyveCom
LyveCom is an ecommerce video platform that supports live shopping and AI-personalized content feeds, as well as shoppable videos. You can upload existing videos from your device or social media sites, then add interactive elements such as “add to cart” buttons and product tagging. In addition, you can create a series of shoppable videos and organize them into carousels, grids, stories, and widgets.
This company offers a 14-day free trial of their Plus and Pro plans. LyveCom’s plan limits are based on impressions rather than views, and the former tends to rise much faster, so you may need a higher-tier plan than you would on other platforms.
4. Bambuser
Bambuser’s platform enables you to create and publish shoppable videos, primarily targeting businesses that utilize Shopify. But with some technical skills, you can integrate these videos on your website or social media platforms. You’re able to add interactive elements, include user-generated content, collect videos into stories, and use “action cards” as CTAs.
It’s essential to note that Bambuser has a steep subscription cost, starting at $200/month for the essentials and increasing to over $1,000/month if you want key features like data insights and third-party integrations.
5. Smartzer
Smartzer is a lightweight, easy-to-use platform for creating videos with clickable hotspots. You can add “learn more” buttons and CTAs, and use a variety of video formats designed for use in different places (websites, social platforms) and contexts (campaigns, live streams). This platform also offers tools for live shopping and branching videos, and it integrates with popular ecommerce solutions like Shopify.
You’ll need to contact Smartzer’s sales team to discuss pricing, since they offer custom plans tailored to your team’s needs. Enterprise clients get white-glove service from a dedicated account manager.
Frequently asked questions
What are the main benefits of using shoppable video for my business or brand?
Shoppable video offers several compelling benefits for brands and creators. First, it shortens the buyer’s journey by allowing viewers to purchase products at the moment of interest, reducing friction and increasing conversions. Second, it provides a more immersive and engaging experience, leading to higher viewer retention and brand recall. Third, shoppable video delivers valuable data on viewer interactions and purchases, helping you optimize content and marketing strategies. For creative professionals and agencies, it’s a versatile format for demonstrating products, telling stories, and driving measurable ROI. Ultimately, shoppable video bridges the gap between inspiration and action—making your video content work harder for your business.
What types of businesses or creators benefit most from shoppable video?
Shoppable video is especially impactful for ecommerce brands, retailers, DTC businesses, and marketers seeking to drive online sales. However, it’s also valuable for creative professionals, agencies, and B2B companies who want to highlight products, services, or training materials in an interactive way. Small and midsize businesses can use it to showcase unique offerings, while large enterprises benefit from enhanced storytelling and data-driven customer insights. Any creator looking to monetize content—from product demos to influencer partnerships—can leverage shoppable video to deliver a richer, more actionable viewer experience. The format is adaptable, making it a versatile tool across industries and company sizes.
What are best practices for designing effective shoppable videos that convert?
To maximize conversions with shoppable video, focus on clear storytelling and seamless integration of interactive elements. Highlight products naturally within the narrative, ensuring clickable tags or overlays don’t disrupt the viewing experience. Use concise calls-to-action and visually distinct hotspots to guide viewers. Ensure your video is mobile-friendly, as many viewers watch on smartphones. Limit the number of clickable elements to avoid overwhelming the audience. Use analytics to test which placements and products drive the most engagement, and iterate based on performance. Finally, keep your branding consistent and maintain high production quality—professional, polished videos build trust and enhance the likelihood of conversion.
Create shoppable videos with Vimeo, and turn views into sales
As ecommerce evolves and the online retail space becomes ever more crowded, moving toward more immersive, engaging types of content is essential for staying competitive. Shoppable videos can help your business stand out and foster a deeper connection with customers, ultimately maximizing your video marketing returns.
For the best results, you can partner with a secure, innovative platform like Vimeo to stay at the forefront of digital developments. You’ll gain access to cutting-edge features that make a lasting impression, such as automated brand kits and interactive elements that turn passive consumers into engaged audience members.
