What Is Shoppable Media? navigator for Ecommerce Businesses

Luxury stores leave the extra mile to provide an effortless, concierge shopping encounter. High-complete boutiques may employ personal shoppers to assist discover items you adore, tailors to make any essential adjustments, and helpful sales associates to complete your purchase without ever asking you to wait in line. All of this assistance removes obstacles and makes the shopping encounter easier.

Shoppable media helps recreate this encounter online. Instead of personal shoppers, interactive ads use targeting and spectators segmentation to deliver customized recommendations. Instead of sales associates who assist you skip the line, shoppable technology reduces the steps required to place an order. 

With shoppable media, you too can make an effortless customer trip for your ecommerce store visitors.

What is shoppable media?

Shoppable media uses embedded product links to connect featured content directly to an ecommerce chance, such as an ecommerce store, product page, or landing page. With shoppable media, consumers can access product information and even add items to a shopping cart by engaging directly with the ad content. Shoppable media can appear as featured website content, in display ads, on social media platforms, and on devices such as intelligent TVs.

Types of shoppable media

Shoppable media is most often visual content that showcases a brand’s products. These are some ordinary types of shoppable media:

• Shoppable images. Shoppable images can be product or lifestyle photos with embedded ecommerce links. Users interact by clicking “Shop Now” or product tags that pop up when you tap or hover over the image. 
• Shoppable recipes. Shoppable recipe content is connected to an online grocery store so users can add recipe ingredients to an online shopping cart simply by clicking a button within the recipe. 
• Shoppable video. Shoppable video allows users to shop without clicking away from the content. These interactive videos can appear on social media platforms or websites. 
• Shoppable TV. Shoppable TV ads allow viewers to browse and add items to a cart with just a few clicks of a remote control. This content requires a intelligent TV, which is why you’ll most likely view these ads distributed on streaming platforms. 

How shoppable media can impact your ecommerce business

• Drive conversions
• Streamline the customer trip
• boost engagement
• Enhance data-driven marketing

Shoppable media can call attention to your products and assist drive sales. Consider other ways shoppable media content can back your business goals:

Drive conversions

Shoppable media can assist ecommerce businesses drive sales by highlighting product appeal, increasing discoverability, and providing a direct path to purchase. Shoppable posts like stylish lifestyle images and sleek video ads are packed with storytelling potential. With shoppable content, brands can use compelling visual content to inspire shoppers while still clearly highlighting the product for sale. 

A women’s outerwear corporation, for example, could distribute a video of a confident model walking down the street in a trendy outfit. The video allows users to view the way the clothes fit and imagine how they would style the piece. If the video is shoppable, clicking the content or featured call to action (CTA) would immediately direct the viewer to the jacket’s product page. 

Streamline the customer trip

Shoppable media creates a streamlined customer trip all the way through to purchasing. Connecting marketing content directly to product pages reduces the number of clicks (or for shoppable TV content, the number of devices) required to make a purchase. This short, seamless customer trip enables impulse purchasing. 

Interactive shoppable content makes it easier for users to access information about your products. Shoppable content improves cross-platform shopping experiences with faster load times and a more efficient buyer trip. With shoppable social media ads, for example, users can browse items and access product details without disrupting their browsing. 

Sharing shoppable media on popular digital platforms can assist ecommerce businesses reach customers during their daily browsing activities, enabling product finding. Popular social media platforms like Instagram, YouTube, Pinterest, and TikTok back shoppable media. 

boost engagement 

Creating shoppable content can boost customer engagement because embedded product links add an interactive element to your marketing and advertising content. Depending on the publishing platform, this content can add to metrics like period on page, watch period, and click rate.

For image posts, a dynamic shoppable encounter encourages engagement on social platforms by providing information such as the worth or product name when a customer taps or clicks. 

When it comes to video platforms like YouTube, shoppable social videos can back a higher average watch period by offering viewers a way to shop without pausing or leaving the video. 

Enhance data-driven marketing 

Shoppable ads and posts are a valuable tool for data collection because publishers can track how many times customers view ads and interact with shoppable elements. Ecommerce businesses analyze this data to boost a deeper understanding of customer behavior.

Reviewing ad act helps ecommerce teams identify engaging content formats and popular products. These insights assist ecommerce businesses make data-driven decisions and develop stronger upcoming ad campaigns. In the case of shoppable TV ads, the ability to interact with streaming video also enables more accurate sales attribution data.

Examples of engaging shoppable media

• Tortuga
• Immi Eats
• Sigma Beauty
• Fly by Jing

Here’s how real Shopify merchants are using shoppable content on social media and ecommerce platforms:

Tortuga 

The trip backpack brand Tortuga used user-generated content to construct a shoppable video gallery on its website. This collection of organic, casual social media content offers social proof by demonstrating how real consumers trip with the brand’s products. Interacting with this content triggers a pop-up video player with an integrated checkout cart. 

Immi Eats

The high-protein ramen brand Immi Eats used lifestyle imagery to add context to its products with this shoppable Instagram ad. The two models eating noodles display consumers how they would use this product, creating more emotional appeal than a static image of the product. 

Clicking the “Shop Now” button at the bottom of the image opens a shoppable window without directing users out of the Instagram app. This shortens the buyer trip, removes friction, and makes shopping online easier. 

Sigma Beauty

Sigma Beauty’s homepage includes a collection of high-standard shoppable images with product tags. Adding shoppable media makes it easier for customers to shop products, and the gallery provides encouragement, product education, and pricing information in one place.

Fly by Jing 

Fly by Jing used a shoppable image to add a conversion chance to this content marketing page. Publishing recipe content helps Fly by Jing inspire and educate consumers. Adding an interactive product photo and Shop Now button to the recipes instructions allows this brand to reach engaged users at the instant when their profit is highest—if they’ve stayed on the page long enough to read the recipe steps, they’re probably interested in making the dish.