Imagine this: You’re scrolling through Instagram or TikTok, see a beautiful outfit or a trendy product and think, “I have to have that!” One click – and you’re directly in the store, ready to buy. No long searches, no unnecessary waiting. You see something you like and can add it to your shopping cart straight away. Sounds too good to be true? Welcome to the world of shoppable content! In this article, you will learn how to integrate shoppable content into your online store to inspire your customers and increase your sales.
What is Shoppable Content?
Shoppable content is interactive content that makes it possible to buy products directly from content. Whether in videos, images or even blog posts – users can click on the content and go straight to the product.
The advantage? It reduces the number of steps a customer needs to take to complete a purchase. This increases the conversion rate enormously! No wonder brands are increasingly relying on shoppable content. We are currently experiencing a boom, especially on social media platforms such as Instagram and TikTok. Images and videos are being transformed into interactive shopping experiences. Users can see products directly via AR (augmented reality) and see whether the product is right for them.
AR is augmented reality in which users can, for example, try on clothes directly using a cell phone filter. The possibilities here are almost endless. Among other things, it is also possible to see how a piece of furniture would look in your room or how the new wall color would look. This allows users to get an even better idea of the product, which makes the purchase decision much easier.
Another trend is user-generated content (UGC). This is content that is created by the users themselves. It plays a major role in shoppable content. Why? Because it appears authentic and is seen as a credible recommendation by other users. If someone shows an outfit on Instagram or TikTok and the followers can buy it directly, the purchase decision is often made within seconds. It is also possible to integrate this content on your own website. This works via UGC galleries, for example, in which the products are usually presented very authentically.
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How do you create effective Shoppable Content?
For shoppable content to work properly, it takes more than just a few clicks. The basis is storytelling. Customers don’t want to see blunt advertising. They want to hear stories and feel emotionally engaged. This can be achieved particularly well with creator content and UGC.
An example: A fashion influencer shows his outfit on TikTok and explains why he loves this combination. Followers can buy the entire outfit with one click. As a brand, you use the creativity of content creators to market your products. What is particularly exciting is that the majority of shoppable content does not come from the brands themselves, but from social networks. Creators and users share their experiences there and show your products in everyday life.
To create shoppable content correctly, your customers should always be the focus. Link products with personal experiences and incorporate emotional stories. Because customers don’t just buy products – they buy experiences and emotions.
TikTok Shop
TikTok Shop is the prime example of shoppable content in the digital age. The platform seamlessly combines entertainment with e-commerce, creating a unique shopping experience. Users can buy products directly from videos and live streams without leaving the app.
TikTok Shop is already a great success in countries such as the USA, the UK and Indonesia. However, the service is not yet available in Germany. Nevertheless, it is worth taking a look at the impressive figures from other markets.
In Indonesia, for example, TikTok Shop recorded sales of 4.4 billion US dollars in 2022. This success underlines the enormous potential of the platform for brands and retailers. TikTok is also planning to increase its store sales to 20 billion US dollars by 2024.
The strength of TikTok Shop lies in the combination of viral trends and direct purchasing opportunities. This creates new ways to discover and purchase products. For companies, this offers a unique opportunity to appeal to younger target groups and encourage impulse purchases.
Although TikTok Shop is not yet available in Germany, retailers should follow developments closely. Because as soon as the service launches in this country, it could change the e-commerce market forever.
Nevertheless, it is still best for your brand if people buy directly from your own online store, as this is the best way to collect data. This data is important for you and your brand in that you can see where there is room for improvement and what is going well.
China – The Pioneer in Online Shopping
If you want to take a look at the future of shoppable content, you should look to China. China is the world leader in online shopping and is setting standards that we in Europe and the USA can still learn from. Here are some impressive facts:
- Over 70% of all purchases in China are made via smartphone.
- Smart algorithms ensure that users constantly receive product recommendations that are perfectly tailored to them. This increases the likelihood of purchase enormously.
- The logistics system in China is so well developed that same-day delivery is already standard in large cities.
- Augmented reality (AR) is often used for online shopping. Customers can try out products virtually directly on their own smartphone, which makes the purchase decision much easier.
- Live shopping is a huge trend in China. Products are advertised directly during a live stream and can be purchased immediately.
- Shopping is seen as a social activity in China. Discounts for groups who store together online encourage people to store together, which increases sales figures.
Another key factor in China is the revolutionary invention of the Wechat app. It enables direct shopping in the app without external links or the need for other apps. Users can discover, select and buy products while chatting, using social media or reading the news. This integration of e-commerce into everyday life has fundamentally changed consumer behavior in China. This makes Wechat one of the reasons why online shopping is so successful in China.
Integration of Shoppable Content on your own Website
The integration of user-generated shoppable content on your own website can be considerably simplified using modern tools and technologies. Automated solutions can be used to systematically collect and curate content that customers share on social networks. This user-generated content (UGC) offers an authentic and engaging way to present products in real life and at the same time builds trust with potential buyers. In addition to collecting content via social networks, there is also the option of having content created specifically by professional creators, which allows even greater control over the quality and direction of the content. To facilitate the process of integration, innovative technologies, such as the Squarelovin UGC Manager, offer an easy-to-implement JavaScript widget and thus a seamless way to link UGC directly to products and integrate shoppable content in the store. This allows the customer to create a dynamic and interactive shopping experience with minimal technical effort, blurring the boundaries between inspiration and direct purchase.
Conclusion
Shoppable content is not just a trend, but a real game changer in e-commerce. By integrating interactive content into your store, you make shopping easier and more emotional for your customers. Creator and UGC in particular offer a huge opportunity to present your brand in an authentic and approachable way. TikTok shows how powerful shoppable content can be – even if your own online store is the better choice for many brands to gain customer data.
Learn from the best – like China – and use innovative technologies such as AR and smart algorithms to improve your customers’ shopping experience. Now it’s up to you: Integrate shoppable content into your online store and see your conversion rate skyrocket!
