You might see a video on your phone of an influencer or brand that you admire. They’re displaying a pair of shoes, a cool jacket or a new device. And then, in the middle of the screen, a little box appears: the same jacket or pair of sneakers, with a “Buy Now” button. One click, and it’s yours. You don’t have to look it up elsewhere or exit the video. Sounds futuristic? Well, this future is now.
And that’s how shoppable videos come into play, blending content and commerce in the most natural way possible. For brands and customers alike, this is changing the way we think about shopping and marketing.
The practice is not only spreading, but growing, in India where mobile phone penetration is exploding and the internet is an open invitation. Let’s dive into how shoppable videos are changing the face of how Indian brands connect with their consumers, and how they’re making retail look like fun.
What Are Shoppable Videos?
Fundamentally, shoppable videos are nothing more than video clips that viewers can buy right from the video. Shoppable videos are like the opposite of traditional advertising, which is where you might look at something and then have to go and find it online or in a store. You can click on a product in real time and get taken to the store without leaving the video.
How Do They Work?
- In technical terms, shoppable videos add clickable links or icons to the video. These links link to e-commerce sites and can be ordered instantly. For instance
- A person watches a fashion haul on YouTube or Instagram.
- As the influencer showcases each item, clickable icons appear.
- The user clicks on the icon, reads the product information, and purchases.
- It’s a smooth, hassle-free way to integrate entertainment with e-commerce. And, above all, it makes the buying process less painful. The fewer steps a consumer needs to take to purchase something, the more likely they are to do so.
What Makes Shoppable Videos a Hit in India?
1. Mobile-First Nation
India is a mobile-based economy and in 2023 there will be more than 750 million smartphone users in the country. Because internet connectivity has become accessible and cost-effective via 4G (and now 5G), mobile video use has skyrocketed. Youtube, Instagram and Facebook dominate the Indian space and people are not just clicking — they’re actually reading.
Shoppable videos are perfect for this mobile world. They leverage the high rates of video consumption while providing an easy shopping experience, all on a platform that consumers already know.
2. Shift in Consumer Behavior
For Indian consumers, especially Gen Z and millennials, the consumption pattern has turned into shopping and entertainment together. Traditional e-commerce platforms like Amazon and Flipkart have done well, but modern consumers prefer an active mode of shopping. They want personalized and immersive experiences, not just endless product feeds.
Shoppable videos are precisely what it sounds like, a way to shop and be entertained. Whether that’s a makeup tutorial, a recipe, or a shopping haul, everything just feels natural, and the purchasing experience is an extension of the viewing experience.
3. Influencer Economy
By 2025, India’s influencer marketing market is estimated to reach 2,200 crore. Influencers have built solid, real relationships with their followers. Companies such as Nykaa, Myntra, and Lenskart are now using influencers to develop shoppable video content that their customers can enjoy.
Nykaa, for instance, often works with beauty influencers to do makeup tutorials where products are directly available for purchase. This does not only sell products, but also increases brand awareness in a way that is natural and meaningful.
4. Social Media Integration
Instagram and YouTube are already built for video content, and they’ve made it even easier for brands to incorporate shoppable functionality. Shoppable Posts and Stories are a platform that lets brands tag products in videos and images and drive users to the product pages.
A perfect example of this is Myntra that uses Instagram and YouTube as part of its marketing strategy. They also produce influencer-created content on their annual sales where viewers can purchase the products directly. The result? More clicks, more conversions, and an interactive shopping journey.
Shoppable Video Success Cases in India – First-hand Evidence of Shoppable Video Success in India
1. Nykaa’s Beauty Tutorials
The leading beauty platform, Nykaa, in India has been successfully implementing shoppable videos into their content. Their brand regularly creates makeup tutorials and skincare tips for influencers. Whenever the influencer wears lipstick or a foundation, users can click the product and place it in their cart without leaving the video. It’s because of Nykaa’s synergy between content and sales that the beauty industry has seen an enormous increase in sales.
2. Myntra’s Fashion Hauls
One of India’s biggest fashion e-commerce websites, Myntra, has adopted shoppable videos on social media. For campaigns such as the End of Reason Sale, Myntra partners with influencers who promote their favorites from the sale. Each piece in the video can be clicked on and purchased directly. This approach has not only boosted Myntra’s sales but has also generated engagement on Instagram and YouTube.
3. Flipkart’s In-App Shoppable Videos
Shoppable video has also been embraced by Flipkart. The site also offers video product demos for appliances and electronics. If, for instance, you’re watching a video about the latest phone, you can click on the product and buy it directly from the video. It has made it simple to find and buy products, particularly for tech-savvy customers who want in-depth reviews and demos before purchasing a product.
The Value of Shoppable Videos For Businesses
1. Higher Engagement
Videos are already among the most engaging kinds of media. Adding the ability to shop from a video also increases engagement. Customers tend to view the video for a longer period of time, engage with the information and even purchase it.
2. Seamless Shopping Experience
Shoppable videos help to remove friction from buying by providing an instant purchase feature without removing themselves from the video. This simplicity is a major bonus, especially in a mobile-first country such as India.
3. Increased Conversion Rates
Because the checkout process is so seamless, shoppable videos typically convert better than traditional ads or even standard e-commerce websites. When consumers can immediately experience a product and purchase it, they’re more likely to convert.
4. Building Authenticity
When brands incorporate influencers or real-life situations in their shoppable videos, it gives a feel of authenticity. This gives consumers the impression that they are being given an authentic recommendation, rather than a sales pitch, and helps build brand confidence and retention.
What lies ahead for Shoppable Videos in India?
Shoppable videos will continue to ebb and flow. This trend is sure to increase exponentially as 5G is deployed in India and Video streaming speeds go higher and faster. We’ll see more brands testing out interactive, and we could see new platforms such as live-stream shopping, where influencers can purchase items on the spot, further blurring the lines between entertainment and commerce.
Amazon India has already started experimenting with live-stream shopping during major sales, and social media platforms like Instagram will likely bring in more advanced shoppable capabilities down the road.
Conclusion – Where Does It Leave Your Brand?
Retail-friendly videos aren’t an ephemeral phenomenon, they’re the future of retail. It’s an opportunity for Indian brands to connect with their audience naturally, in person, and above all – efficiently.
As a brand, if you’re thinking about trying out shoppable videos but aren’t sure where to begin, Reset Media can steer you in the right direction. We specialize in video content and media advertising campaigns that generate views and conversions. Let’s explore the ways that you can make your video content harder for you.
Are you ready to explore shoppable videos for your brand? Contact Reset Media and let’s create something that not only entices but also sells.