Shoppable Videos Are In: How Do Consumers Respond?

Abstract

As the Internet is becoming an ever more pervasive part of consumers’ lives, businesses constantly find innovative ways of incorporating it into their marketing strategies. Recently, companies introduced “shoppable videos” as a channel to promote and distribute their products. Shoppable videos are short clips that feature a company’s products, which allow consumers to click and buy them. The links to products are usually available over the video or on the side of the screen. They also display the available sizes, prices, colors, and other attributes related to the items on the videos. Our exploratory approach indicated that shoppable videos offered significant benefits for consumers. Shoppable videos save time and effort for consumers, give them ideas and information on how to use products, and provide entertainment at the same time. Overall, shoppable videos are ubiquitously accessible and are more effective than still pictures or text alone in the online shopping context.