How Shoppable Video Clips Convert Views to Clicks
Journal
Proceedings of the European Marketing Academy
Type
conference paper
Date Issued
2025-05-25
Author(s)
Abstract
Shoppable Video Clips (SVCs), a novel short-video format integrated into e-commerce websites, enable interactive shopping by presenting products alongside clickable product tags. This study investigates the impact of product presentation styles in SVCs-showing products in use versus displaying them-on purchase-related behavior. Drawing on economic theories of consumer information search, we suggest that SVCs showing products in use reduce information search costs, leading to higher add-to-cart rates. Using advanced machine learning methods to analyze thousands of SVCs from a European beauty retailer, we find that showing products in use increases add-to-cart rates significantly, particularly for experience products and strong brands. Moreover, SVCs showing products in use placed in upper-funnel stages, like video feeds, outperform those in lower-funnel stages, such as product detail pages. We discuss theoretical and practical implications and propose avenues for future research.
Language
English
Keywords
shoppable videos
e-commerce
website design Track: Retailing & Omni-Channel Management
HSG Classification
contribution to scientific community
Refereed
No
Event Title
54th Annual Conference of the European Marketing Academy 2025
Event Location
Pozuelo (Madrid)
Event Date
May 27 - May 30, 2025
Subject(s)
Division(s)
Contact Email Address
christophermarc.schraml@unisg.ch
File(s)![Thumbnail Image]()
open.access
Name
A2025-125764.pdf
Size
258.42 KB
Format
Adobe PDF
Checksum (MD5)
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