Shoppable video
Shoppable video is video content where products can be tapped or clicked to add to cart directly — used on TikTok Shop, Instagram Shopping, Meta Advantage, YouTube Shopping, and increasingly on Shopify storefronts.
Shoppable video collapses the path from discovery to purchase. Instead of seeing a product video then navigating to a PDP, the shopper taps the product in-frame and the cart updates.
The format is rising fast on TikTok Shop and Meta Advantage. For fashion brands, every campaign creative is increasingly expected to be shoppable rather than only viewable.
Producing shoppable video at brand scale requires per-SKU video assets. AI video tools generate these from existing catalog images, making it realistic to ship shoppable video per SKU rather than per campaign.
