Shoppable videos and interactive content: how to boost sales with video

Video has established itself as the king of formats for capturing attention and guiding consumers towards purchase. But shoppable, or interactive, videos go even further: they transform a simple read-through into an immersive, fluid and engaging shopping experience.

More and more brands are adopting this format to enrich the customer experience and boost conversions. But in concrete terms, how do these videos work? What advantages do they offer your e-commerce strategy? And above all, how can they be effectively integrated into your customer journey?

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Shoppable videos: what are we talking about?

A shoppable video turns simple viewing into an interactive shopping experience. Thanks to clickable zones, web users can explore products, access technical details or even add them directly to their shopping cart, without interrupting their browsing.

Which formats to choose?

• Enriched tutorials: Perfect for cosmetics, cooking or DIY brands, they guide the user while displaying the products used on the screen;
• Interactive lookbooks Ideal for fashion, they allow you to click on each piece to discover its variations or place an order;
• Live shopping replays: Buy links remain active, capitalizing on the urgency effect of lives;
• Product demos: every visible item becomes clickable for specifications or reviews.

By combining inspiration, information and conversion, these videos streamline the customer journey and maximize engagement. A winning solution for brands that want to combine storytelling and performance.

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Why rely on interactive videos to boost your sales?

In B2B as in B2C, the customer experience is a key driver of conversion. What if you transformed your classic videos into real purchase gas pedals? Here are 3 reasons to adopt interactivity in your sales strategy:

Guide your prospects naturally to purchase

No more labyrinthine customer paths! With integrated call-to-actions (demos, product sheets, links to quotes), you shorten the path between interest and decision. This saves time for your customers and reduces abandonment rates for you.

Turn consultation into dialogue

Unlike a linear video, interactivity involves your prospect: quizzes, choice of features to explore, one-click comparisons, etc. This customized navigation captivates, makes it easier to remember your offer and encourages engagement.

Bring your brand to life with a more human relationship

A voice, a face, a real-life demonstration... These elements reinforce credibility and proximity, like a virtual salesperson available 24/7. Ideal for reassuring customers about complex or high-tech products!

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How do you set up a shoppable video strategy?

Shoppable video transforms content into an interactive point-of-sale, enabling customers to buy directly from the player. But how do you deploy it effectively? Here are the key steps.

Choosing the right technology platform

It all starts with choosing the right tool for your needs. Some solutions specialize in live shopping (interactive streaming), others in enriched product videos (clickable tags, shopping pop-ups). 

The ideal solution? A platform compatible with your e-commerce CMS (Shopify, WooCommerce, etc.) and distribution channels (social networks, marketplace, website).

Produce videos focused on the user experience

A successful shoppable video combines engagement and simplicity:

• Mobile-first format (vertical, subtitles, fast loading) ;
• Conversion-oriented scenario: product demonstration, customer testimonials, visible call-to-action ;
• Professional quality: work with specialized videographers or agencies for premium rendering.

Omnichannel broadcasting to maximize reach

A single video can be used at several points of sale:

• E-commerce site (product sheets, landing pages) ;
• Social networks (Instagram Reels, TikTok, YouTube Shorts) ;
• E-mailing (integration into automated paths) ;
• Physical points of sale (QR codes linking to interactive videos).

The objective? To create a seamless path from discovery to purchase in just a few clicks.

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A solid product base: the invisible foundation of your interactive content

Behind every powerful interactive video lies a key element that is often underestimated: the quality of your product data. Incorrect, incomplete or out-of-date information can damage the user experience and discredit your brand.

To ensure perfect consistency between your interactive videos and your other channels (e-commerce site, product sheets, catalogs), three actions are essential:

1. Centralize your data in a single source to avoid inconsistencies;
2. Regularly update prices, visuals, descriptions and inventory;
3. Harmonize information across all your marketing and sales materials.

The solution? PIM (Product Information Management), a tool designed to structure, enrich and distribute your product data reliably and automatically. With control over your product database, you can guarantee interactive content that's accurate, engaging and truly converts.

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Selling via shoppable videos

Shoppable videos are not a passing trend, but a revolution in the online shopping experience. By transforming passive content into an interactive journey, they reduce friction, boost engagement and accelerate the purchasing decision.

To make the most of it:

• Choose the right formats (tutorials, lookbooks, product demos) for your sector;
• Choose a technical platform that is intuitive and compatible with your digital ecosystem;
• Centralize your product data to guarantee a seamless experience.

By integrating these best practices, you can transform your videos into real conversion levers, while offering a memorable customer experience. Interactivity is no longer an option, but a standard for brands that want to perform.