Shoppable Videos - Connect with customers where they buy.
Shoppable video brings what you are selling to the place where your customers are browsing and buying: social media on their phone.
Contributor: Eitan Koter, Co-Founder and Co-CEO at Vimmi
Shoppable video is becoming one of the best ways for brands to genuinely connect with customers. It lets people discover, click, and buy in a way that feels natural, easy, and even enjoyable.
It's very simple to create, and now there is a solution to sending those videos to the social media channels where your customers are browsing and buying.
The numbers back it up. The 2025 E-Commerce Trends Report by DHL says “social media is not just influencing purchases anymore - it’s increasing them”. Shopify shares that 70% of US marketers now consider social media video a must-buy.
DHL’s report says 7 in 10 shoppers buy on Social Media
Shoppable video helps meet customers where they already are and removes the extra steps that can lead to lost sales.
There is real opportunity here. Now is the time to see how simple and rewarding it can be to get started.
How to create shoppable videos without a huge budget?
Shoppable video does not have to mean high production costs. You can start small and build from there.
Product tags and buy buttons are easier to add than ever thanks to user-friendly tools. Even small teams or solo creators can produce effective content without a big budget or pro crew. You can use use the phone on your camera. The quality is more than good enough.
Use tools that let you tag products without technical skills. Repurpose videos you already have and add shopping features. Focus on simplicity and clear value for your customers.
How to integrate shoppable video with ease.
Adding shoppable video to your site or app is simpler than you might expect.
Platforms like Vimmi make it easy to create shoppable videos, host live shopping events, and connect with customers across your store and social platform. These solutions work with your existing e-commerce setup and make testing across devices straightforward.
Select tools that integrate well with your current platform and run a test purchase yourself on desktop and mobile. This hands-on check will help you catch small issues early, like slow load times or clunky overlays, before your customers do.
Measure what matters!
If you want your efforts to pay off, you need to see what’s actually working.
Be specific about your goals. Do you want more people to click on product tags? Are you aiming for more add-to-cart actions? Set clear targets so you know what to track.
Once your goals are clear, check how your videos are performing. Use tools that show results in a simple way. This could be built-in video analytics or something as basic as tracking links.
But don’t stop at the numbers. Watch the videos yourself. Where might a shopper pause or lose interest? What parts seem to keep them engaged?
This hands-on review will help you spot small fixes and fresh ideas for your next video.
How to create content that engages and sells?
Shoppable video works best when your content feels real, useful, and enjoyable to watch. When viewers are entertained or learning something new, shopping becomes a natural next step.
Think about sharing a story. Maybe it is a product demo, a simple tutorial, or even a behind-the-scenes moment that gives people a reason to care. Add product links where they make sense, so they help rather than distract.
If you are looking for ideas, take a look at this blog on Shoppable Videos That Drive Sales. It is a helpful guide for exploring different formats that might fit your style.
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Live streaming: another way to connect
Before we wrap up, let’s not overlook live stream shopping. While shoppable videos get plenty of attention, live streaming gives brands another powerful way to keep customers engaged and coming back.
Live streaming blends shopping with real-time connection. People can ask questions, see products up close, and feel part of the moment.
Live shopping creates an experience that feels personal and rewarding. Shoppers can interact, grab special deals, or be first to see something new. Adding live shopping to your mix gives customers more reasons to stay interested and helps your brand feel approachable. It is a simple way to build trust and create lasting connections.
Simple ways to get started
1. Choose one video as a test.
2. Use easy-to-integrate tools.
3. Make sure your content is strong before adding shopping features.
4. Keep the design clean and user-friendly.
5. Track and refine as you go.
Final thoughts
Shoppable video is no longer just an idea for the future. It is what leading brands are using right now to turn viewers into buyers. The tools are ready, and so are your customers.
Creating an interactive, seamless shopping journey has become essential. It is what your customers expect. They want to discover, learn, and buy in the moment, without extra clicks or reasons to hesitate. Every time you remove friction, you give people one more reason to say "Yes."
The brands embracing this shift are seeing higher conversions and building stronger connections. This is your chance to stay ahead of the curve. Shoppable video has moved from being a nice idea to a smart step you do not want to miss.
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About the Author:
Eitan Koter is Co-founder and Co-CEO of Vimmi, the video and social commerce platform. Eitan is a thought leader in video commerce, digital marketing, and social commerce.
He hosts the "Mastering eCommerce Marketing" podcast and was named a Top Retail Expert (TRE) by RETHINK Retail/
Connect with Eitan on LinkedIn
