How shoppable content streamlines the customer journey
What is shoppable content?
Shoppable content definition: Shoppable content refers to any form of digital media — such as images, videos, social posts, or articles — that allows consumers to make direct purchases by clicking on embedded product links.
Unlike traditional content that simply informs or engages, shoppable content is designed to streamline the customer journey by enabling a seamless transition from discovery to purchase, all within the content itself.
By turning content into an interactive shopping experience, ecommerce brands can reduce friction in the buying process, shorten the path to purchase, and improve conversion rates.
Shoppable content allows brands to capitalize on moments of inspiration, empowering customers to act on their desire to buy without leaving the content they’re engaging with.
Many shoppable content platforms for ecommerce have emerged, allowing organizations to integrate shoppable experiences into their digital strategy.
From shoppable user-generated content to interactive videos, this content format is now a must-have tool for businesses looking to meet the expectations of modern, digitally-savvy consumers.
How can you reach customers through shoppable content?
"Content is king"
In the digital age, content is more than just a means to inform — it’s the key to engaging and converting customers.
Shoppable content takes this concept to the next level by turning engaging content into interactive shopping experiences.
Here’s why content is key when it comes to reaching customers through shoppable content:
Engage with relevant and personalized experiences
Customers are no longer satisfied with one-size-fits-all content.
Shoppable content enables you to deliver personalized experiences that speak directly to your audience's interests and needs. According to a study by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Whether it’s through personalized product recommendations in an article, a tailored video showcasing items relevant to the viewer, or user-generated content that reflects real-life use, shoppable content allows you to create experiences that resonate on a personal level.
Make shopping convenient and frictionless
The power of shoppable content lies in its ability to transform passive browsing into active purchasing without interruptions.
By embedding product links directly into your content, customers can transition from inspiration to purchase with a few clicks.
A report found that 86% of consumers are willing to pay more for an exceptional experience, and providing a seamless shoppable content experience is a perfect way to deliver that kind of value.
This convenience reduces friction in the buying journey, creating a seamless path from discovery to conversion.
Drive organic traffic with quality content
High-quality, shoppable content helps boost your SEO efforts by encouraging organic traffic through engaging articles, videos, and social media posts.
Search engines prioritize valuable, well-structured content, and when your media is not only engaging but also offers immediate purchasing options, you create a win-win scenario.
According to HubSpot, businesses that blog receive 55% more website visitors, and when you add shoppable content to the mix, those visitors are far more likely to convert into customers.
Enhance customer trust with authentic content
Authenticity is essential for building trust in today’s marketplace, and content like shoppable UGC (user-generated content) is particularly effective.
In fact, Stackla found that 79% of people say UGC highly impacts their purchasing decisions. By leveraging real customer experiences and integrating them into your content strategy, you create an environment where potential buyers feel confident in their purchases.
Content is crucial because it allows you to showcase not just your products but also how real people are using them and how new customers can do the same.
Keep customers engaged with continuous content updates
Content isn’t static. With new product launches, seasonal trends, and evolving customer preferences, it’s crucial to keep your shoppable content fresh and up-to-date.
According to an eMarketer research, 60% of marketers create at least one piece of content every day. Regularly updating your shoppable content ensures that customers always have access to the latest offerings, keeping them engaged and encouraging repeat visits.
In today’s competitive ecommerce landscape, content is the foundation upon which customer engagement and conversion are built.
Shoppable content maximizes the power of your media, offering an interactive, personalized experience that turns engagement into sales, all while reinforcing that content is still king.
Types of shoppable content for ecommerce brands
Shoppable content offers a dynamic way to engage customers by embedding direct purchasing opportunities within various forms of media.
Here are the key types of shoppable content formats that ecommerce brands can leverage to boost engagement and sales:
Build trust and engagement with shoppable UGC
Financesonline.com
Shoppable UGC refers to customer-created content such as reviews, social media posts, and photos that showcase a brand’s products.
This content is often viewed as more authentic and trustworthy, which increases consumer confidence. Additionally, DemandGen reported that 91% of buyers favor visual and interactive content over traditional formats, positioning UGC as a leader in shoppable content strategies.
By making UGC shoppable, brands allow potential buyers to see real customers using their products and make immediate purchases.
For instance, a fashion brand might feature a customer’s Instagram post where they are wearing the brand’s latest collection, with product tags directly linking to the purchase page.
Turn social media into sales: The power of shoppable posts
Shoppable social posts are designed for platforms like Instagram, Facebook, Pinterest, and TikTok, where users can click on product tags embedded in images or videos and be directed to a purchase page.
This transforms passive scrolling into an active shopping experience. By making their social media content shoppable, brands can significantly reduce the friction between discovery and conversion.
How Pottery Barn did it: Pottery Barn has effectively leveraged shoppable posts on social media by tagging products directly in their Instagram and Facebook posts.
This seamless shopping experience allows users to purchase items instantly, turning followers into customers and driving both engagement and sales.
Enhance customer interaction with shoppable videos
According to Google, 63% of YouTube viewers bought from a brand after watching a video.
Shoppable videos offer an immersive experience, allowing viewers to purchase products as they watch. Product links or tags appear within the video, and viewers can click to shop without disrupting the video experience.
This format works well for fashion, beauty, and tech brands that rely heavily on visual presentation to showcase products.
How Ted Baker did it: The luxury British clothing brand Ted Baker has launched several campaigns featuring shoppable videos, perfectly reflecting its high-end products and attention to detail.
Through these videos, Ted Baker effectively showcased their brand identity while tagging products as shoppable, allowing users to click within the video to access product information, descriptions, and purchase options in real time.
This interactive approach captured the brand’s unique style and provided a seamless shopping experience for customers. It also brought in $75,000 in sales in the first week of the video’s launch.
From reading to buying: The impact of shoppable articles
Shoppable articles are long-form content like blog posts that seamlessly incorporate product links. As readers engage with the article, they can click on product links embedded in the text or alongside images and purchase the featured items. This content type is particularly effective for educating and guiding customers through their purchasing journey.
How Harper’s Bazaar did it: Harper’s Bazaar is confident in the power of its editorial content to inspire readers to shop, which is why they’ve enhanced ShopBazaar.com, an ecommerce platform that seamlessly combines the magazine’s editorial coverage with a full shopping experience.
By integrating shoppable articles, Harper’s Bazaar allows readers to explore and purchase the featured fashion items directly from the content, turning inspiration into action.
Drive conversions with shoppable ads
Shoppable ads are interactive advertisements that allow consumers to purchase products directly from the ad. Whether in the form of display banners, video ads, or social media ads, these allow users to shop the product without leaving the platform, reducing the steps to purchase and increasing conversion rates.
Shoppable content, in all its forms, enables brands to turn engagement into direct sales, making it a key strategy for modern ecommerce success.
How Sephora did it: Sephora has effectively utilized shoppable ads to enhance its digital marketing strategy, allowing customers to purchase products directly from the ads themselves.
Clickable links embedded in Sephora's visually engaging ads allow users to explore and purchase featured products without leaving the platform.
By integrating shoppable content, Sephora achieves higher conversions and delivers a smooth, hassle-free shopping experience that reflects its focus on customer convenience and innovation.
Benefits of shoppable content
Shoppable content offers more than just a visually appealing way to display products; it transforms the entire shopping experience and creates new opportunities for ecommerce brands to connect with their audiences.
Here’s why it’s a must-have strategy for modern online businesses:
Seamless shopping experience
Shoppable content removes the traditional barriers between content engagement and the checkout process.
By allowing customers to buy products directly from the content they’re engaging with, whether it’s a video, social post, or article, brands create a frictionless shopping experience.
This convenience reduces cart abandonment and keeps the customer engaged, making the path from discovery to purchase shorter and more intuitive.
Boost conversions
One of the key benefits of shoppable content is its ability to increase conversions.
By embedding purchasing opportunities directly within the content, brands eliminate the need for customers to switch between browsing and buying. This reduction in effort leads to higher conversion rates, as customers are more likely to make impulse purchases when they can shop without leaving the content.
In fact, interactive and engaging shoppable content often leads to more significant revenue growth than traditional static content.
Show social proof
Social proof is a powerful psychological tool that drives purchase decisions.
Shoppable UGC alone allows brands to leverage real customer photos, videos, and reviews, giving potential buyers the confidence to make a purchase. Consumers trust the opinions and experiences of other customers, and when this authentic content is combined with direct shopping links, it becomes a highly effective sales driver.
Shoppable UGC fosters trust and helps turn browsing into buying.
Inspire customers
Shoppable content does more than just enable transactions—it also serves as a source of inspiration.
By presenting products in aspirational contexts, whether through curated articles, how-to videos, or lifestyle posts, brands can inspire their audience and create a more emotional connection.
This engagement helps convert inspiration into action, allowing customers to immediately purchase the products they find compelling, ensuring a smooth and seamless journey from discovery to sale.
How to add shoppable content to your ecommerce site?
Adding shoppable content to your ecommerce site requires a strategic approach to ensure it effectively engages customers and drives conversions.
When should you post shoppable content?
The timing of your shoppable content can significantly impact its effectiveness.
To maximize engagement and conversion rates, it’s essential to post when your target audience is most active.
Here are some best practices for determining the optimal time to publish your shoppable content:
- Analyze customer behavior: Use analytics tools to understand when your audience is most engaged with your content. Whether it’s through social media platforms or your website, track peak activity hours and days.
- Leverage shopping seasons and events: Posting shoppable content around major shopping events like Black Friday, Cyber Monday, or seasonal promotions (such as back-to-school or holiday sales) can boost engagement and conversions. Shoppable content performs particularly well when it coincides with customers’ heightened intent to purchase.
- Utilize social media insights: Each social media platform has different peak times for user activity. For example, Instagram and Facebook see higher engagement during lunch hours or in the evenings. Tailor your shoppable posts to these time frames to ensure they reach the maximum number of potential buyers.
- Experiment and optimize: Start by posting shoppable content at various times and monitor the results. After a few weeks, analyze the data, customize shoppable content, and refine your posting schedule based on when your audience is most likely to engage and convert.
By addressing challenges with shoppable content, brands can create compelling shopping experiences that boost conversions and customer satisfaction.
