14 Best Practices For Creating Successful Shoppable Videos

14 Best Practices For Creating Successful Shoppable Videos

According to a Wyzowl survey, 82% of people have been convinced to buy a product or service by watching a video. Imagine the impact of a shoppable video, where users can buy with a single click. As consumers crave immersive and convenient shopping experiences, shoppable videos have become essential for brands aiming to capture attention and drive sales.

The rise of "shoppertainment" in eCommerce highlights the demand for instant gratification and effortless brand connections. Shoppable videos cater to these desires by presenting products in an enticing context. Inside Retail reports that one company saw 41% of viewers place items in their carts after watching a shoppable video.

Shoppable videos bridge the gap between inspiration and action, enhancing the customer journey with a richer, more interactive experience. They offer measurable benefits like higher conversion rates and increased engagement.

In this article, we'll explore 14 best practices for creating successful shoppable videos, providing valuable insights for both seasoned marketers and eCommerce store owners.

Understanding Shoppable Videos

Shoppable videos are interactive videos that allow viewers to purchase products directly within the video. They combine engaging content with eCommerce functionality, offering a seamless shopping experience. Key features include clickable product tags, integrated checkout options, and real-time interactivity.

14 Best Practices For Creating Successful Shoppable Videos

Here are 14 essential best practices to ensure your shoppable videos are engaging, effective, and impactful:

1. Understand Your Target Audience

Before creating a shoppable video, it's crucial to have a deep understanding of your target audience. This involves knowing their demographics and understanding their preferences, behaviors, and pain points. 

Conduct thorough market research, analyze customer data, and gather insights from social media analytics to uncover what resonates with your audience.

Here are key aspects to consider:

  • Demographics: Start with basic demographic information such as age, gender, location, income level, and occupation. This provides a general profile of who your audience is.
  • Psychographics: Dive deeper into psychographic factors such as interests, lifestyles, values, attitudes, and purchasing behaviors. This helps in understanding what motivates your audience and their preferences.
  • Customer Pain Points: Identify the challenges or problems your audience faces that your product or service can solve. Addressing these pain points in your shoppable video can resonate strongly with viewers.
  • Behavioral Insights: Analyze customer behavior data to understand how your audience interacts with your brand, website, and social media platforms. This insight can guide you in creating personalized and targeted shoppable experiences.
  • Social Media Analytics: Utilize analytics tools to gather insights from social media platforms where your audience engages. Monitor engagement metrics, audience demographics, and content performance to refine your targeting and content strategy.

For instance, if you're targeting fashion-forward millennials interested in sustainable fashion, your shoppable video should highlight eco-friendly materials and trendy designs that align with their values and preferences. Understanding these nuances helps tailor your video content to engage and convert your target audience effectively.

2. Set Clear Goals and Objectives

Before proceeding to storyboard development, it is important first to outline the objectives of your shoppable videos. Whether it's increasing sales, driving website traffic, boosting brand awareness, or enhancing customer engagement, your goals should be specific, measurable, achievable, relevant, and time-bound (SMART).

You also need to identify key performance indicators (KPIs) that will measure the success of your shoppable video. This may include conversion rates, click-through rates, average order value, engagement metrics (likes, shares, comments), and ROI (Return on Investment).

For example, if your goal is to increase sales of a new product line among young professionals, your shoppable video objectives could include achieving a 15% increase in online sales conversions within three months of the video launch. By setting specific goals and objectives, you can focus your efforts on creating content that drives tangible business results.

3. Choose the Right Platform

Choosing the right platform for distributing your shoppable video is essential to ensure it reaches and engages your target audience effectively. Start by identifying where your audience is most active online—whether it's social media platforms like Instagram, Facebook, TikTok, or professional networks like LinkedIn. 

Each platform offers unique features that can enhance the shoppable experience, such as clickable product tags, integrated shopping carts, and seamless checkout processes.

Consider the platform's demographic and user behavior to align your video content with their expectations. For instance, if you're targeting fashion enthusiasts, Instagram might be ideal for its visual appeal and influencer-driven content. Alternatively, YouTube could be suitable for tech product demonstrations aimed at a tech-savvy audience interested in detailed reviews.

Utilize platform analytics to monitor performance metrics such as engagement rates, click-through rates, and conversion rates. This data will guide you in optimizing your shoppable video strategy and ensure that it achieves your business objectives effectively.

4. Create Engaging and High-Quality Content

Your content should not only captivate your audience but also compel them to take action, whether it's making a purchase, visiting your website, or sharing the video with others.

Start by developing a compelling narrative that resonates with your audience's interests and aspirations. Incorporate storytelling elements that highlight the benefits and unique selling points of your products or services. 

Consider using visuals, such as product demonstrations, user testimonials, or lifestyle scenarios, to showcase how your offerings can solve problems or enhance experiences.

Pay attention to production quality and make sure that your video is visually appealing, well-edited, and reflects your brand's identity. Use professional equipment and editing tools to enhance audio and visual clarity.

Lastly, integrate interactive elements such as clickable product links, pop-up information boxes, or embedded purchase buttons directly within the video. These features make it convenient for viewers to explore and purchase products without leaving the video platform.

For example, if you're promoting a new line of fitness apparel, your shoppable video could feature fitness influencers demonstrating the clothing in action, coupled with customer testimonials highlighting comfort and performance benefits.

5. Use Storytelling to Connect with Viewers

Utilizing storytelling in your shoppable video is a powerful way to forge emotional connections with your audience. By crafting narratives that resonate on a personal level, you can create a compelling experience that goes beyond mere product promotion.

Start by identifying themes or values that align with your brand and resonate with your target audience. Whether it's highlighting the journey of how your product was created, showcasing real-life customer experiences, or illustrating the impact of your brand's mission, storytelling adds depth and authenticity to your video content.

Integrate characters, settings, and scenarios that viewers can relate to or aspire toward. This humanizes your brand and makes your products more relatable and desirable. Focus on evoking emotions such as joy, inspiration, or aspiration, which can drive engagement and encourage viewers to take action.

Structure your narrative to unfold naturally throughout the video, maintaining a cohesive storyline that keeps viewers engaged from start to finish. You can use visual elements, voiceovers, music, and pacing to enhance the storytelling experience and create a memorable impression.

For instance, a cosmetics brand could use storytelling to narrate the journey of how their natural ingredients are sourced sustainably, intertwined with visuals of happy customers enjoying the benefits of glowing skin. This narrative not only educates but also emotionally connects with viewers.

6. Have a Clear CTA

Having a clear call-to-action (CTA) is essential to guide viewers towards the desired action after watching your shoppable video. A well-defined CTA prompts viewers to take specific steps, such as making a purchase, visiting your website, or subscribing to your newsletter.

Start by identifying the primary objective of your shoppable video. Based on this goal, craft a concise and compelling CTA that clearly communicates what you want viewers to do next. Use action-oriented language that encourages immediate engagement, such as "Shop Now," "Discover More," or "Sign Up Today."

Place your CTA strategically within the video content and make sure it stands out visually and is easily accessible. Consider using overlays, annotations, or end screens to reinforce the CTA and prompt viewers to act at the right moment.

Monitor the effectiveness of your CTA by tracking engagement metrics such as click-through rates and conversion rates. Use this data to optimize future shoppable videos.

7. Incorporate Interactive Features Like Polls and Quizzes

Interactive features, such as polls and quizzes, can significantly enhance viewer engagement and interactivity of your shoppable videos. These interactive elements not only capture attention but also provide valuable insights into viewer preferences and behaviors.

Start by strategically placing polls and quizzes throughout your video content to encourage viewer participation. 

Polls can gather feedback on product preferences or customer opinions, while quizzes can educate viewers about your products or services in a fun and interactive manner.

Use compelling questions and visually appealing graphics to make polls and quizzes visually engaging. Ensure that these interactive features align with the overall theme and narrative of your shoppable video, enhancing the viewer's experience without disrupting the flow.

An example of this could be a beauty brand that integrates a quiz in their shoppable video titled "Discover Your Perfect Skincare Routine." Viewers could answer questions about their skin type and concerns, with tailored product recommendations provided at the end. 

8. Optimize Videos for Mobile Viewing

Optimizing your shoppable videos for mobile viewing is crucial, as a significant portion of viewers access content via smartphones and tablets. Ensuring that your video content is mobile-friendly enhances accessibility and user experience.

You can use responsive video players that adjust seamlessly to different screen sizes and orientations. This ensures that your shoppable video looks and functions well on various mobile devices without compromising on quality or clarity.

Consider mobile-specific behaviors and preferences when designing your video content. Keep videos concise and visually engaging from the start to capture and maintain viewer interest, as mobile users tend to have shorter attention spans.

Finally, make sure that interactive elements, such as clickable product links and CTAs are easily accessible and functional on mobile devices. Test your shoppable video across different mobile platforms and browsers to identify and address any compatibility issues proactively.

9. Ensure Fast Load Times

Fast load times not only reduce viewer frustration but also improve engagement and retention rates.

Optimize video file sizes through compression techniques without compromising on quality. This reduces loading times significantly, especially for viewers with slower internet connections or mobile devices.

Utilize content delivery networks (CDNs) to distribute your video content across multiple servers geographically. CDNs help in delivering videos faster by caching content closer to viewers, minimizing latency and buffering issues.

Choose video streaming technologies that support adaptive bitrate streaming. This allows videos to adjust their quality and resolution based on the viewer's internet speed.

Test your shoppable videos across different devices and internet connections to identify and address any performance bottlenecks. Monitor loading times using tools like Google PageSpeed Insights or Pingdom to gauge performance metrics and optimize accordingly.

10. Collaborate with Influencers

By leveraging an influencer’s established credibility and engaged audience, an eCommerce brand can amplify the reach and impact of their shoppable videos. 

Influencers can help introduce your products or services to a broader audience, increase brand awareness, and drive traffic to your shoppable video content.

Start by identifying influencers whose values, style, and audience align closely with your brand and target demographics. Look for influencers with a genuine connection to their followers and a history of producing engaging content related to your industry or niche.

Reach out to influencers with a tailored pitch that outlines how collaborating on a shoppable video can benefit both parties. Highlight the unique selling points of your products or services and emphasize how the collaboration can provide value to their audience.

Work closely with influencers to co-create content that integrates seamlessly with their established style and resonates authentically with their followers. Allow influencers creative freedom while ensuring that key messaging and shoppable elements are effectively integrated into the video.

Finally, promote the shoppable video across both your and the influencer's social media channels to maximize exposure and engagement. Encourage viewers to interact with the video's shoppable features and provide clear CTAs to drive conversions.

11. Track Key Metrics and Analyze Data

Tracking key metrics and analyzing data are essential steps to measure the effectiveness of your shoppable videos and optimize their performance. Start by defining key metrics such as conversion rates, click-through rates, engagement metrics (likes, shares, comments), average order value, and ROI (Return on Investment). These metrics provide insights into how well your shoppable videos are achieving your business objectives.

Implement tracking tools like Google Analytics, social media insights, or video analytics platforms to monitor performance metrics effectively. Integrate tracking codes and tags to capture viewer behavior, interactions with shoppable elements, and conversion paths. This ensures you have comprehensive data to analyze and improve your video strategies.

Here are some key metrics you should track and analyze:

  • Conversion Rates: Measure the percentage of viewers who take desired actions, such as making a purchase or signing up.

  • Click-Through Rates (CTR): Evaluate the effectiveness of CTAs and interactive elements by tracking how many viewers click on them.

  • Engagement Metrics: Monitor likes, shares, comments, and other forms of interaction to gauge viewer engagement and sentiment.

  • Average Order Value (AOV): Calculate the average amount spent by customers per transaction influenced by your shoppable videos.

  • ROI (Return on Investment): Assess the profitability of your video campaigns by comparing costs to the revenue generated.

12. Conduct A/B Testing

You can optimize the performance of your shoppable videos by comparing two versions (A and B) to determine which one performs better. 

Start by formulating clear hypotheses about what you expect to improve or change with each variant. For example, you might hypothesize that a shorter video length will lead to higher engagement rates.

Develop different versions of your shoppable video, making specific changes to the identified elements. Ensure that each variant is distinct enough to provide meaningful insights.

Finally, track key metrics such as engagement rates, click-through rates, conversion rates, and completion rates for each variant. Analyze the data to identify which version performs better based on your predefined goals.

By conducting A/B testing, you can systematically improve the effectiveness of your shoppable videos, enhance viewer engagement, and drive higher conversion rates over time.

13. Learn from Successful Case Studies and Examples

Learning from successful case studies and examples can provide valuable insights and inspiration for optimizing your shoppable videos. Start by researching and analyzing case studies from your industry or similar brands that have achieved significant results with their video campaigns. 

Look for examples where shoppable videos have effectively increased sales, boosted engagement, or enhanced brand awareness.

Here’s how you can leverage case studies and examples to improve your shoppable videos:

  • Identify Best Practices: Analyze successful shoppable video campaigns to identify common strategies, creative approaches, and best practices that contributed to their success. Pay attention to elements such as storytelling techniques, interactive features, and integration with eCommerce platforms.

  • Understand Audience Engagement: Study how successful videos engage their target audience. Look at metrics such as viewer retention, interaction rates with shoppable elements, and social shares to understand what resonates with viewers and drives action.

  • Adapt Strategies to Your Brand: Tailor insights from case studies to fit your brand’s unique goals, audience demographics, and product offerings. Apply proven strategies while adding your brand’s voice and personality to create authentic and compelling shoppable video content.

  • Benchmark Performance: Use case studies as benchmarks to measure your own video performance. Compare metrics such as conversion rates, ROI, and engagement levels to gauge progress and identify areas for improvement.

14. Keep an Eye on Future Trends in Shoppable Videos

As technology evolves and consumer behaviors shift, new trends emerge that can significantly impact how shoppable videos are created, distributed, and consumed.

One trend to watch is the integration of augmented reality (AR) and virtual reality (VR) technologies into shoppable videos. These immersive technologies allow viewers to interact with products in a more realistic and engaging manner, enhancing the shopping experience. 

Brands can leverage AR and VR to provide virtual try-ons, product visualizations, and interactive demonstrations, ultimately driving higher conversion rates and customer satisfaction.

Another evolving trend is the use of personalized and interactive content in shoppable videos. Personalization techniques such as dynamic product recommendations based on viewer preferences and behavior can increase relevance and conversion rates. Interactive features like clickable hotspots, quizzes, and polls engage viewers actively, guiding them through the buying journey and encouraging immediate purchase decisions.

Furthermore, the rise of live-stream shopping represents a dynamic trend in shoppable videos. Live-streaming allows brands to connect with audiences in real-time, showcasing products, answering questions, and driving instant purchases. This trend not only fosters authenticity and real-time engagement but also creates a sense of urgency and exclusivity.

Additionally, advancements in artificial intelligence (AI) and machine learning enable more sophisticated data analytics and audience segmentation. Brands can leverage AI-driven insights to personalize shoppable video content, optimize distribution strategies, and predict consumer behavior more accurately.

Successful Shoppable Stories Examples

To understand the power of shoppable videos, let's look at some real-life examples from Storyly's customers. These brands have successfully integrated shoppable stories into their marketing strategies, creating engaging and interactive experiences that drive customer engagement and boost sales. Here are a few standout examples from Joyride Harness, Olly, and Picard.

Joyride Harness

Joyride Harness, a leading brand in dog walking harnesses, effectively uses Storyly's shoppable videos to highlight their best products. Their engaging and informative stories showcase various harness options, incorporating interactive elements that enhance viewer engagement. By seamlessly integrating product demonstrations and clickable tags, Joyride Harness ensures a smooth path from discovery to purchase, significantly improving conversion rates.


OLLY, Unilever’s vitamin and supplements brand, a popular brand for premium nutrition and wellness products, leverages Storyly's shoppable videos to simplify the shopping experience for their customers. They repurposed their influencer videos on their website and made them shoppable using Storyly’s product cards. This approach combines the power of video content with seamless add-to-cart options and also reduces customer overwhelm, fostering a more approachable and engaging shopping experience. It’s like making it easier for customers to discover, learn about, and purchase products all in one place.


German luxury leather goods maker, Picard, utilizes Storyly's shoppable videos to enhance product discovery and streamline the customer journey. For instance, during a recent Valentine's Day promotion, Picard's stories showcased an array of perfect gift options with embedded product codes, allowing customers to add items to their carts directly from the story. This seamless integration of discovery and purchase enhances the overall user experience, driving higher sales and customer satisfaction.

By studying these successful examples from Joyride Harness, OLLY, and Picard, brands can gain valuable insights into creating engaging, interactive, and effective shoppable videos that drive conversions and enhance customer engagement.


Shoppable videos represent a powerful tool for modern marketers looking to captivate audiences and streamline the path to purchase. By integrating interactive and visually compelling content, brands can offer immersive shopping experiences that resonate deeply with consumers.

It's time to consider integrating shoppable videos into your marketing strategy if you haven't already. These videos not only enhance customer engagement but also provide measurable benefits, such as higher conversion rates and increased brand loyalty. As consumer expectations for seamless and personalized shopping experiences continue to rise, shoppable videos offer a timely solution to meet these demands.

It’s time to embrace the power of shoppable videos to unlock new opportunities and elevate your brand's success.


Team Storyly

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

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