Shoppable Content

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What is shoppable content? Why it matters for eCommerce?

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Team Storyly
May 13, 2024
0 min read

What is shoppable content?

Shoppable content refers to any type of online media, such as videos, images, blog posts, or Stories, which include clickable links or buttons to purchase products directly from the content. The goal is to make it easy for consumers to discover and buy products without having to leave the content they are engaging with. Shoppable content ensures a frictionless shopping journey through a fast, convenient and seamless product discovery and purchasing experience.

Why is shoppable content important for eCommerce?

Shoppable content is important for eCommerce due to several reasons:

Increases the possibility of making impulse purchases

Customers can easily explore and buy products directly from the shoppable content they engage with, which may encourage making impulse purchases

Streamlines the purchasing process

When customers come across shoppable content, their purchasing process gets much easier. Shoppable content eliminates the need to browse on a separate website or product page to buy a product. It is a powerful method to ensure fun, fast and seamless shopping experience. The ability to shop or choose among product variations like size and color through a shoppable content makes the whole experience a lot more user-friendly and fast. 

Provides invaluable data and insights

Shoppable content gives valuable insights into consumer behavior and buying patterns. This can allow eCommerce businesses to make informed decisions about their marketing strategies. They can better meet their customers’ demands and needs by tailoring relevant content accordingly. 

Improves the customer experience

Shoppable content offers a more personalized and interactive shopping experience that will win the hearts and minds of customers. With personalization, brands can display relevant content tailored to the needs and preferences of the customer. This can make customers feel special strengthen their relationship with the brand. On the other hand, the interactivity of shoppable content delivers a much more fun and engaging experience for the customer. Therefore, shoppable content can help improve the customer experience and build customer loyalty.

Drives sales

Shoppable content offers a seamless and convenient way for customers to buy products, which can help drive more sales. 

Shoppable content is a valuable asset for any eCommerce strategy since it may help eCommerce organizations enhance the shopping experience, boost sales, and better understand their target markets.

Benefits of shoppable content

The visual displays the benefits of shoppable content in bullets.
Benefits of shoppable content

There are several benefits of incorporating shoppable content into your marketing strategy:

  • Increases engagement
  • Inspire customers more easily 
  • Simplifies the purchase process
  • Drives sales
  • Improves customer experience
  • Provides valuable data and insights
  • Enhances brand awareness
  • Allows for targeted marketing
  • Facilitates cross-selling and upselling
  • Encourages user-generated content 

Increases engagement

By integrating shoppable content,  businesses can allow customers to interact with products in a more dynamic way. This in turn increases engagement and grows interest in the brand. 

Inspires customers more easily 

Shoppers seek a certain source of inspiration to make a purchase online. In fact, Google has found out that 60% of online shoppers feel the urge to buy a product from a source of inspiration even when they are not actively shopping. Shoppable content can inspire shoppers even when they are merely browsing by allowing them to purchase products straight through the content. 

Simplifies the purchasing process

Shoppable content helps customers purchase products directly from the content. It simplifies the buying process and decreases the risk of cart abandonment. 

Increases sales

Since shoppable content allows customers to purchase products in a seamless and convenient way, it can drive more sales. 

Improves the customer experience

Customers encounter an interactive and personalized shopping experience through shoppable content, which can eventually pave the way for increased customer satisfaction.

Offers valuable data and insights

Shoppable content offers useful data and insights on consumer behavior and buying trends, enabling businesses to improve their marketing plans and create content that is more suited to the demands of their customers. 

Enhances brand awareness

When customers engage with shoppable content, they may share it with others or decide to make purchases. This can help increase brand awareness as more people get exposure to the brand. 

Allows for targeted marketing

Brands can customize shoppable content to target specific audiences or demographics. This way, they will be able to effectively adjust their marketing efforts to reach their target audiences. 

Facilitates cross-selling and upselling

Shoppable content can be used to promote related or complementary products, making it easier for consumers to discover and purchase additional items.

Encourages user-generated content

Shoppable content encourages users to create and publish authentic, user-generated content. This way, users can share their experiences with the brand and its products, which can lead to increased brand loyalty and customer engagement

Builds social proof

Brands can use shoppable content to generate trust about their brand and build social proof. When a customer provides a testimonial or a review about the brand or products, brands can use it as shoppable content. For instance, imagine that a customer writes a product review and attaches the image of the product they have taken themselves. This can be converted to a shoppable content to display both the product and the customer review. Consumers trust what others say online, therefore a positive customer review can influence others to make a purchase too. Featuring reviews as shoppable content can build social proof and trust with the brand.  

Types of shoppable content

  • Shoppable images
  • Shoppable videos
  • Shoppable social media posts
  • Shoppable blog posts
  • Shoppable emails
  • Shoppable ads
  • Shoppable live streams

Shoppable images

Using shoppable images is a great way to display products and incentivize shoppers to make a purchase. These images direct the customer to the checkout once the customer clicks on them. To give an idea, brands can utilize shoppable images for cross-selling.

They can display an image of an outfit featuring several products and inspire shoppers to buy a bundle of products that go together. Brands can create online “window-shopping” experiences with a shoppable video which increases customer engagement. Shoppable images are widely used on eCommerce websites and product pages. 

Shoppable videos

The popularity of short-form video content is rapidly increasing since they are easy to digest and can keep the viewers’ attention. Moreover, Google has found that over 50% of internet users look for videos related to a product or service before visiting a store. This is why shoppable videos have become an essential way to engage customers and drive sales. A shoppable video includes products that can be purchased via the video's embedded links. There are different shoppable video formats according to the platform that you build a shoppable video on. But a shoppable video usually features a pop-up window that allows customers to browse, select and purchase products without leaving the video page. 

Shoppable social media posts

Users can come across shoppable social media posts on various social media platforms like Instagram or Facebook. For example, B2C companies use Instagram to publish shoppable posts and showcase their products. Clothing brands specifically use shoppable social media posts since it is easy to promote products in one image. Similar to Instagram, shoppable Pinterest pins allow businesses to display products and inspire shoppers. With shoppable pins, brands can add the pricing information, direct to the product page and include a CTA button.  

Shoppable blog posts

Blog posts are valuable for customers when they have the specific information a customer is searching for. Integrating shoppable elements into blog posts can be a great way to enrich the content and sell products. Brands can make their blog posts shoppable by adding buttons that direct the reader to the respective product pages. As shoppable blog posts make product discovery easier, they can influence the readers to make a purchase.

Shoppable emails

Email is still a relevant marketing channel for many brands. And incorporating shoppability into your emails can take your email strategy to a whole new level. Consider making your emails shoppable by integrating the leading content format, Stories, into your emails. With Inbox Stories, you can bring the dynamic Story format to email marketing and display your newest products or exclusive offers in a highly visualized way. Customers can click on the Story inside your email and easily discover products. 

Shoppable ads

Shoppable ads are advertisements that allow customers to make a purchase directly through the ad. They can be designed as a video, image, or text to entice the viewer to buy a product or service. This type of content is commonly used in online advertising, such as Google Ads and Facebook Ads. For instance, Google’s shoppable image ads can be found in Google image search results. These types of ads display products and prices and can link to several product categories in the store. 

Shoppable live streams

Shoppable live streams are live video streams in which brands can sell their products or services real time during a live broadcast. If the viewer sees a product they like, they can buy the product right away after clicking on it. Live streams help build a community and ensure a feeling of authenticity. They are commonly used in social media platforms, such as Instagram Live and Facebook Live.

Shoppable content examples

Storyly Stories on Footasylum's App

Footasylum has leveraged Storyly to transform their app into a dynamic shoppertainment channel, enhancing the way they display products through immersive shoppable video Stories. With Storyly's interactive features, such as stickers and CTAs, Footasylum shortens the customer journey and provides a seamless checkout experience that can be completed in mere moments.

Utilizing features like Story groups, Footasylum creates a compelling shopping environment that engages customers. Through Storyly, they effectively communicate with their audience, showcase the latest trends, promote exclusive offers, feature top sellers, categories, and promotions so that customers can see the latest and greatest offerings all in one place. These interactive stories allow Footasylum to provide a personalized shopping experience, ensuring customers have immediate access to new releases and must-have products. Explore the details of their success story to see how Footasylum is revolutionizing retail with shoppable content.

Decathlon

Storyly Stories on Decathlon's App

Decathlon, the world’s largest sporting goods retailer, published shoppable content in the form of Stories to engage and inspire shoppers. When users open the Decathlon app, they are greeted with personalized Stories that make it easy to find exactly what they are looking for and complete the purchase seamlessly. Moreover, personalized cart abandonment Stories helped Decathlon remind customers who have left products in their carts, thereby decreasing cart abandonment and increasing conversion rates.

Decathlon's Shoppable Content Example

After app users click on the Story, they see the image of an item they have forgotten in their cart and can instantly complete their purchase by clicking on the “Swipe Up to Checkout” button. Read the full success story to discover how Decathlon thrives with shoppable content in the format of in-app Stories.

How to Add Shoppable Content to Your App or Website

Getting started with Shoppable Stories through Storyly is straightforward. Simply integrate Storyly with your app or website, connect your product catalog, and start creating engaging, interactive Stories that drive purchases. Here’s how you can use Storyly to create compelling shoppable experiences:

First, click on the Data Management under Settings.

Then, click on the + New Feed button under Products section.

Name the Product Feed, and then enter the URL of the feed.

Next, match the fields in your feed with the relevant data that is available.

Once you select Continue, you will see more fields to match for variations (size, color, etc.) and any other data you would like to display in Stories. 

After matching is finished, click Save to see the feed begin processing in the Products section.

How Storyly Enhances Your Shoppable Content

Storyly significantly amplifies the impact of your shoppable content by integrating cutting-edge features that enhance user engagement and streamline the buying process. With Storyly, your app or website can seamlessly inspire shoppers with full-screen images and videos, providing users with an immersive shopping experience. 

Features like integrated product catalogs allow users to effortlessly explore product details, add items to their carts, and easily complete the buying process without interruption, while customizable Story elements,from the visual design of Story frames to the addition of interactive elements like polls, quizzes, or GIFs ensure each campaign aligns perfectly with your brand's aesthetic. 

Additionally, Storyly’s analytics tools offer deep insights into user behaviors and Story performance, enabling you to fine-tune your strategies for maximum conversion. It allows you to track a wide range of metrics, including views, click-through rates, and purchase conversions. This data helps you understand what resonates best with your audience and how to enhance user engagement further​. By utilizing these advanced capabilities, Storyly helps you transform casual browsers into loyal customers, elevating your digital presence to new heights.

Implementing shoppable content through Storyly will enhance the user experience and drive measurable increases in engagement and sales. Ready to transform your digital strategy with Shoppable Stories? Connect with us to learn more!

ABOUT THE AUTHOR

Team Storyly

Group of experts from Storyly's team who writes about their proficiency.