A Comprehensive Guide to Video Commerce

By Ashley Kaczmar • August 10, 2022

Digital video has enormous sway over consumer decision-making. Consumers spend more time with video than any other type of content and many, in fact, say they want more video content from brands. This has made digital video a key tool for many brands. And as both video consumption and e-commerce grow, we’re set to see video commerce dollars grow.

What is Video Commerce?

So what is video commerce? Video commerce is the use of digital video content to promote and sell products online. Through video content, brands can provide consumers with a product experience outside of physical stores. 

As technology evolves, video commerce is growing. Brands can elevate the experiences they deliver through digital video and create a more seamless purchasing path. Today, many brands view video commerce as a key part of their e-commerce strategy, instead of just as a “nice to have.” 

10% of off‑site cart transfers convert to purchases

According to KERV’s Shoppable Insights Report: Commerce & Interactive Video


Why Video Commerce is the Future

Today’s consumers are different even just from two years ago. Innovative technology continues to rapidly transform the digital landscape and, in turn, change consumer behavior. In particular, e-commerce has left consumers with a see-now-want-now mentality. After all, the internet made it possible for them to purchase from anywhere at any time and have a product delivered swiftly to their doorstep. 

Of course, online stores struggle to create the human experience of a physical store. The ability to see and touch a product is reduced to three or four still images. In fact, 49% of online shoppers say that not being able to physically see and touch a product is one of their least favorite parts of shopping online. 

With video, brands can close this gap. Video allows consumers to spend more time with the product, gain a deeper understanding of the features and benefits, and turn their interest into a sale.

How are Consumers Shopping in Video?

There are a variety of ways to leverage video commerce depending on your audience. You don’t need to create every kind of video or be on every channel. The key is knowing what type of video your audience is watching and where they’re viewing it.

Product explainers and demonstrations work well on a product’s page, letting them vicariously touch and see a product and help guide them to purchase. Short-form content— think Snapchat, Instagram Reels, and TikTok—keeps an audience engaged when you’re reaching them on a social platform and competing for attention. Influencer content also makes it easier to reach consumers in crowded spaces, as you’re tapping into a creator’s loyal audience. 

These are just a few examples of the types of video consumers are shopping from. Other types of video content include more traditional preroll ads, as well as live streams, consumer testimonials, and how-to videos. 

And technology, like shoppable video, is taking these experiences one step further. Through shoppable video, consumers can discover, consider and purchase a product all in one place.  In fact, we’ve found that consumers who see a shoppable video convert to actual purchases at a rate of 10% across CPG, Grocery, and Food & Beverage—a significantly higher rate than standard video ads. 

Growing Video Commerce Trends

Shoppable videos drive significantly more purchases, according to our recent report. This means brands are turning to shoppable technology to create immersive and personalized experiences in a number of ways to reach today’s consumers where they are spending their time. 

Social Commerce

Social commerce is perhaps the fastest growing trend. According to eMarketer, the number of social commerce buyers is set to reach 102.6 million by the end of 2022.

 Platforms like Instagram and TikTok are leading the way, allowing creators to link directly to products featured in videos. Instead of using social media just for the discovery phase, brands can take consumers all the way through to purchase without requiring them to leave the app. 

David’s Bridal, for example, used KERV’s TikTok integration to automate and optimize shoppable content on the TikTok platform. The campaign resulted in 16 million views and a click-through rate twice the average benchmark. 

It’s further proof that social commerce is growing. And with 71% of TikTok users saying they stop to shop when they see a product they like in video feeds and stories, more brands will turn to social commerce to drive revenue.

Livestream Commerce

Remember those shopping channels? You know, the ones you’d watch at an ungodly hour in the morning when you couldn’t sleep? 

Well, they’ve taken a new form in the digital stage. Now, platforms like Facebook are trying out livestream commerce. While consumers watch a livestream feed, they’re given ways to directly shop the products being shown during the stream. 

It’s been a successful trend in Asia, but in the US the trend is still slowly gaining traction. However, as shoppable video continues to grow in popularity, we’ll likely see a stronger adoption of this trend in the next few years. 


As the number of people watching content through streaming services grows, advertisers are looking for ways to get their brands in front of viewers. The rise of Connected TV (CTV)—any device designed to support streaming content and connects to the internet—has resulted in (you guessed it) CTV advertising. 

Advertisers typically use either in-stream ads, those clusters of ads you see before you get to watch the content, to promote their products. They’ll also use home screen ads, so think of those display banners you’ll see on the home screen of your Roku or Fire TV Stick or whatever device you use. 

To further drive engagement with CTV ads, many brands are leveraging QR code technology to turn a static video advertisement into an interactive experience. 

Most consumers already have their phones on them while watching TV. By placing a QR code on an ad, brands give consumers a quick and easy way to find the products showcased in the ad. 

Video commerce is a prime opportunity for e-commerce and retail. From product page videos to social media to CTV, savvy brands are leveraging digital video to elevate their e-commerce strategies. If you want to learn more about how interactive and shoppable technology can transform your videos, contact us today.

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