Remember when shopping channels and late-night infomercials were the epitome of instant gratification? You’d be half-paying attention, then—bam!—you’d spot something you just had to have. A quick phone call, a credit card number, and that must-have product was on its way to your home.
Fast forward to today—and that same see-it, love-it, buy-it magic has gone digital.
💡 The new storefront?
Social media, where users can shop directly from videos, blogs, or even livestreams.
No redirects, no detours—just seamless transactions right where you’re watching. For e-commerce brands, this shift is much more than another trend. It’s a race for consumer attention, and the window to turn a desire into a sale is narrowing.
So, how can brands make the transition from “I’ve got to have this” to “order received” virtually instantaneously? I asked Michael Zakkour, Founder and Chief Strategist at 5 New Digital, and Eitan Koter, co-CEO at Vimmi, to find out. Their proven strategies have helped countless brands capitalize on this emerging trend—and with their insights, you can, too.
What is Shoppable Content—and Why Should You Care?
First, let’s clarify what shoppable content actually is—because it’s more than a transactional “add to cart” moment. As Koter explains, “Unlike regular product listings or static images, shoppable content pulls people in with rich, engaging storytelling…creating immersive, dynamic, and engaging experiences that keep customers connected to the content while making purchases seamless.”
💡 Convenient?
Absolutely—but even more importantly, it’s effective.
In the past two years, shoppable live streaming has grown from a $20 billion to a $55 billion market. And it’s on track to hit $70 billion by 2026.
Zakkour attributes much of this success to replacing ‘siloed points of sale’ with a connected set of ‘points of experience.’ “When you merge immersive online environments with physical retail, you build ecosystems that lower customer acquisition costs, increase conversions, and maximize long-term customer value.”
Shoppable content marries storytelling and sales, proving that immersive experiences are more than engaging—they’re effective too.
3 Building Blocks for Effective Shoppable Content
Success in shoppable content goes beyond slapping a “buy now” button onto your content. It requires seamless experiences, relatable content, and tailored personalization. Here are a few tips Koter and Zakkour had to share:
1. Keep it Seamless
Every extra step—like opening a new tab or creating an account—risks losing the customer. In the past quarter alone, 23% of Americans abandoned their carts solely because the process was too long or complicated.
💡 The solution?
Seamless shoppable content that bridges the gap between engagement and action.
Koter highlights its power, explaining how “viewers can actually see products in action, get a feel for them, and buy them right there without leaving the video.” This immersive experience “keeps customers engaged and reduces the friction of hopping between content and checkout,” making it easier for brands to boost conversions.
💡 His top tip?
“Repurpose existing content into shoppable videos across social platforms like TikTok, YouTube, and Instagram with embedded clickable links.”
Letting viewers shop directly in the video converts passive attention into instant purchases.
💡 The takeaway?
The smoother the journey, the higher the conversion rates.
2. Authenticity Over Perfection
Thanks to Gen Z, the era of chasing perfection is over. Authenticity has become the new standard, and user-generated content (UGC) is leading the way.
ASOS tapped into the power of user-generated content (UGC) with its ‘As Seen On Me’ campaign. Instead of professionally styled photoshoots, the campaign featured real customers wearing their purchases.
💡 The results?
Over 75% of their audience found the UGC content more authentic than traditional advertising, and active customers increased by 25%.
According to Zakkour, “For almost any consumer product or service, leveraging UGC, interactive, and shoppable content is now a must-do, not a nice-to-have.” Koter recommends brands “partner with influencers to create authentic, live shoppable events on platforms like TikTok and YouTube.” This approach maximizes UGC by turning authentic content into an engaging, sales-bosting experience audiences love.
3. Make It Personal
Today’s shoppers want experiences designed just for them—and Sephora gets this more than most. Their Virtual Artist tool lets customers try on makeup virtually, while AI-driven recommendations deliver tailored suggestions based on individual tastes.
The results of this approach were undeniable: a 25% jump in add-to-basket rates and a 35% boost in conversions. As always, trust plays a key role in driving conversions here. Zakkour explains why. “Consumers value interaction, conversation, and the belief that brands understand their wants and needs. Great shoppable content is more than a sales pitch—it’s a relationship.”
For brands aiming for similar results, Koter suggests leveraging “AI to personalize product recommendations based on customer behavior data” and integrating tools like chatbots to create a seamless, tailored shopping experience.
How Consumer Preferences Are Reshaping Retail
As consumer preferences continue to favor customized experiences, shoppable content is evolving to meet their demands. Here’s a look at the trends reshaping the retail space.
Livestream Shopping
Livestreaming has transformed transactional shopping into an experience that’s part entertainment, part commerce. Social platforms like TikTok Shop, Amazon Live, and Instagram Live provide the perfect medium. Without leaving the platform, brands can share their products in real-time, interact with their audiences, and drive sales.
But this isn’t just a quick-hit trend—it’s a retail revolution. Take it from Zakkour, who worked with a major New York fashion brand to launch a livestream shopping event. “In two hours, we sold more merchandise than the flagship store—where we broadcast from—does in a typical month.”
And the ripple effects were even more impressive. Over the next four weeks, “store foot traffic to the store rose 30%, website traffic rose 35%, and average order value (AOV) across channels rose almost 30%. That is an enterprise-wide lift.”
💡 The takeaway?
Livestream shopping is about more than instant sales, though those are often impressive.
It’s a dynamic strategy for amplifying brand visibility, strengthening customer engagement, and fueling long-term growth.
Augmented Reality (AR) and Artificial Intelligence (AI)
Unsurprisingly, AR and AI have also been instrumental in the move towards hyper-personalized and immersive shopping experiences.
💡 The key to success?
Recognizing they’re stronger together than apart.
While AR allows customers to interact virtually with products, AI personalizes recommendations and enhances customer service. IKEA’s Place app uses both. Its AR tool eliminates the guesswork of size, style, or color by allowing customers to position furniture in their spaces. At the same time, AI analyzes customer browsing history to recommend complementary products, making the journey more intuitive and tailored.
Interactivity is at the core of this consumer trend.
💡 The goal?
Capture (and retain) shoppers’ attention through tactics like polls, live demos, and gamified AR experiences.
Adidas nails the gamified experience with its Creators Club, where members earn points for completing fitness challenges or making purchases. As members rack up the points, Adidas unlocks exclusive products and rewards. This turns shopping from a transactional experience into an interactive game—keeping customers engaged and eager to return for more.
The Rise of Unified Commerce
Zakkour coins the latest trend transforming commerce, ‘Unified Commerce.’ This approach seamlessly integrates digital and physical experiences, allowing consumers to “move from video commerce to virtual environments, social media, and physical retail without disruption.”
By breaking down the barriers between online and in-store shopping, Unified Commerce creates what Zakkour describes as “a connected set of points of experience” that lowers the costs of consumer acquisition while increasing traffic, conversions, average order volumes, and long-term customer value.
💡 The result?
A cohesive, dynamic shopping journey that redefines how consumers interact with brands.
So, which brands are boldly embracing unified commerce? Walmart, for one. Like many brands, the retail giant quickly adopted AI and AR to create personalized shopping experiences. But what’s more impressive is how fearlessly they embraced all things virtual. Their immersive Roblox e-commerce experience and livestream shopping partnerships are shaping the future of shopping.
With its vast resources, Walmart—and other megacorporation’s—are setting the pace for unified commerce. But what about smaller brands? How can they keep up with evolving consumer preferences and advanced technologies? Zakkour and Koter share their tips on getting started next.
Getting Started With Shoppable Content
Forget the “go big or go home” mentality. Zakkour and Koter’s actionable tips work for any brand—big or small—proving success doesn’t require a Walmart-sized budget.
1. Start Small
Zakkour recommends organizing your efforts into three categories: “Do now,” “Do soon,” and “Do later.” Start small with low-risk experiments, like shoppable Instagram posts or TikTok product demos. Testing small-scale campaigns first will help you build confidence while figuring out what resonates with your audience.
2. Train Your Team
Consistency matters more than Hollywood-level production. Koter recommends training your internal teams to create shoppable content and live streams in-house, noting that this approach “boosts agility, differentiation, and authenticity while helping brands keep up with trends efficiently.”
Don’t have the bandwidth to take on in-house content creation? Partner with UGC creators or connect with influencers to bring fresh perspectives and expertise to your brand.
3. Focus on Data
When in doubt, stick to the metrics. Test different formats, such as short-form videos, live streams, and carousel posts. Track each format’s performance with metrics like engagement and conversion rates. This allows you to see what’s working—and, more importantly, what’s not. Let the data guide your future campaigns to achieve the results you want faster.
But remember, shoppable content is an ongoing process, not a one-time effort. As Koter puts it, “Your strategy should evolve with shifting trends. Monitor what works and adapt accordingly.”
Shoppable Connections: Shaping the Future of Retail
Sales and shopping go hand in hand, but shoppable content is about more than that. It’s about creating memorable experiences that foster lasting connections. The best shoppable experiences meet customers exactly where they are—and make their experience as intuitive, engaging, and fun as possible.
Brands that understand this—and genuinely prioritize engagement and customer experience over sales—will see the most success.
💡 Zakkour’s key advice?
Focus your approach on three core principles:
- Spoiling your customers with exceptional service.
- Earning loyalty by giving it first rather than expecting it upfront.
- Focusing on points of engagement that build relationships (rather than just sales or marketing).
As shoppable content continues to redefine retail, it’s no longer a question of whether your brand should adopt it. The real question is, how can you make the most of it?
About the Author:
Kali Armstrong is a passionate freelance writer dedicated to helping others share their unique stories. With expertise in content writing and copywriting, she skillfully crafts engaging materials for businesses seeking to refine their brand voice and expand their reach. Kali’s commitment to creating value-driven content strategically designed to attract premium clientele has made her a go-to resource for many clients across diverse industries. Check out her writer profile here: Kali Armstrong.