E-commerce marketing
E-commerce marketing
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 min read
August 26, 2019

5 Types of Shoppable Content to Connect and Convert


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Catalog shopping is a thing of the past. Gone are the days when customers flipped through magazines and advertisements to check out the products on sale. Today, with e-commerce gaining immense support from online shoppers, brands need to bridge the gap between browsing and buying. This is where visual content plays an important role in capturing the imagination and attention of the customers.

Retailers now use what is called as shoppable content that uses storytelling format to engage with customers. Using images, reviews, and product recommendations to support the story, retailers are trying to bridge the browse-to-buy gap. Irrespective of how convenient it is to shop at your online store or how good the return policy is, shoppable content helps drive conversions fasters. This largely improves the customer’s digital experience, which is one of the main factors that drive purchase.

Many e-commerce websites use shoppable content to spruce up the digital shopping experience and convey the product story in a convincing manner. Let’s take a look at five types of shoppable content used by retailers to promote their products.

Video Marketing

Videos convey the essence of the product or service to customers and allows them to shop products directly from videos. Many clothing retailers use this type of shoppable content to give customers a delightful viewing experience, that encourages them to make purchases instantly.

Visual Storytelling

Many leading clothing retailers use visual storytelling to connect with audiences. Their collections are presented amidst exotic scenery and background that helps convey the story behind each product. Here, the shoppable content is authentic and brings alive the brand’s identity on the screen.

Shoppable Images

Many brands partner with social media influencers to reach out to their audiences. The brand’s products are featured in blogs, which entices customers to purchase the items during the next visit to the online store. Since shoppable images are usually paired with lively blog content, it contributes to a high conversion rate.

User-generated Content (UGC)

UGC is now being widely used on websites to increase conversions and customer engagement. Here, visuals from actual customers are used on the website, to entice prospective buyers to experience the joy of purchasing the product. Since the images are from satisfied customers, it elevates the brand image to the next level, thereby contributing immensely to conversions and sales.


In the fashion retail industry, editorials such as insider reviews, style edits, and seasonal trend reports are used to attract and engage with customers. This type of content helps to build a closer bond with customers by providing them with content they are interested in, and one that reflects their lifestyle.

Leveraging shoppable content is imperative for brands and retailers to connect with audiences and convert them to customers. Mobile apps can be used to provide instant access to your online store and highlight the shoppable content. With a rising number of smartphone users, a mobile app for your online store can bring much-needed visibility to the brand, as well.

If you are looking to set up a mobile app for your online store, Vajro is the best choice. Vajro is a leading mobile app factory helping many brands across the world expand their customer base and improve their sales. We can create a customized mobile app for you in minutes. We also offer a 14-day free trial period. If you’re interested, get in touch with us.

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