A s a designer and UX strategist, it’s my job to keep an ear to the ground and stay informed about trends that can increase sales and improve the customer’s journey.
Lately, it’s clear to me that the spotlight is on shoppable content in the ecommerce space. It’s something that’s quietly revolutionizing the way we experience online shopping, and I wanted to share a few observations on the types of shoppable content that are really making an impact.
1. Shoppable Videos
I’m a big fan of shoppable videos because they allow brands to showcase their products in a real-life context. It “lifts the veil” so to speak on the products we’d otherwise only ever see in 2D (and often heavily photoshopped). The data indicates eCommerce product pages with videos convert 80% higher than those without, and I can relate as a consumer. Videos add trust. So whether you’re a fashion brand wanting to show how a skirt moves or a bike brand demonstrating the machining process, people are watching for inspiration. Now, they can make a purchase while still immersed in the content. I’ve noticed brands using Instagram and TikTok to do this, and the seamless experience makes all the difference.
The key here, though, is that the product placements need to feel organic. I’ve seen videos where the “Buy Now” buttons are so in-your-face that it breaks the flow. The smoother and more integrated the experience, the better.
- Color Pop places its trending social media posts on the homepage, where users can click to shop within the video
Now, YouTube and Shopify have teamed up so creators can sell products directly through their YouTube channels. This feature, launched back in 2022, is growing exponentially. You can link to your Shopify store, making it easy to show and sell items during livestreams, videos and on the channel’s store tab, further decreasing the friction between content and commerce. Your products will also appear as a carousel under your videos for even greater visibility.
2. Shoppable Images
Images have always been the backbone of ecommerce, but turning those static images into an interactive shopping experience is something I’ve seen work wonders for our clients. You can be scrolling through a home decor blog or a doggy clothing brand and suddenly, every piece of furniture or clothing is clickable. I love the idea of being able to shop directly from an image—no extra tabs or searching for product links required. My dog Louie (the beneficiary of a shoppable image) agrees.
What works best is when the imagery feels aspirational but also relatable. It’s not just about showcasing products, but doing it in a way that makes the customer feel like they could easily bring that style or lifestyle into their own home.
- At PotteryBarn, users can visualize themselves in a beautiful room and add products to cart with one click.
3. Shoppable Social Posts
I’ve been seeing a ton of these on Instagram lately. It’s amazing how social media platforms have figured out how to blur the lines between content and commerce. One minute you’re looking at some boots that are fire (full disclosure: I’m a millennial—I’ve never used “fire” in a sentence, but, as they say, evolve or die), and with one tap, you’re on a product page, ready to buy.
“Great content is the best sales tool in the world”
-Marcus Sheridan
It’s interesting how this works so well because it catches people in those casual, almost passive shopping moments. You weren’t really intending to buy anything, but seeing the product in action is sometimes all it takes. I’ve noticed user-generated content performs best in these cases, as it builds trust.
4. Shoppable Blog Posts
This is something I’ve played around with myself for some clients, and it’s incredibly effective when done right. Imagine reading a blog post about the how to make DIY easter egg candy mason jars (as one does), and as you read, you can shop related products. It’s an incredibly smooth experience.
What I’ve noticed, though, is that the content has to feel genuine. If the blog feels like a sales pitch, readers will get turned off. But if it’s thoughtful, informative content that naturally leads to a shopping decision, it works like a charm.
- For our client HarperCollins, we incorporated related products into blog posts relevant to today’s parents, like DIY and activities.
6. Shoppable Live Streams
Live streams have been blowing up recently, and I’ve been watching this trend grow in the ecommerce space. Brands are hosting live shopping events where customers can ask questions, see the products in action, and then buy them on the spot. It’s kind of like the digital version of a QVC shopping show, but much more engaging and modern.
“The best marketing doesn’t feel like marketing.”
– Tom Fishburne
What I’ve noticed is that it’s the real-time interaction that makes these so powerful. There’s an urgency to buy, especially when it’s something limited edition or a special offer only available during the live stream. This is made even more persuasive when posted by influencers. We’ve all started to think of influencers as our friends (as troubling as that may seem), and that connection is powerful—because when they recommend something, it feels like a personal tip from someone we trust.
7. Shoppable User-Generated Content (UGC)
All generations of shoppers are telling brands they’re more likely to purchase products if they see authentic customer content on websites, and 79% of people say user-generated content highly impacts their purchasing decisions. When a real person can show how they use a product, it eliminates the guesswork of imagining the product on a perfect model, for example, or on a carefully crafted product detail page where the brand could hide poor reviews.
One of the great things about UGC is how it also fosters a community around a brand. When customers see real people using and loving a product, they’re more likely to join in. It’s like a ripple effect that comes full circle–boosting sales while improving customer loyalty. ASOS started an #asSeenOnMe campaign where users share their outfits directly to the website. This can show a wider range of body types wearing the same product and can make the user feel more connected to the brand.
Final Thoughts
Shoppable content is just the beginning. The next step could be a deeper integration of content and commerce, where the lines are blurred even further. Think augmented reality shopping, voice commerce, and live shopping events. It brings to mind a scene from The Truman Show, where Truman’s wife casually plugs a product mid-conversation—hopefully, we won’t go that far. But with these developments, along with what’s on the horizon, it’s starting to feel eerily close.
On a positive side, the smoother the connection between content and commerce, the more it benefits our client’s profits. As I keep collaborating with brands on their digital strategies, I’m really paying attention to how shoppable content is changing. Honestly, if something isn’t shoppable these days, does it even matter? Just something to think about.
