What's inside?

“Shoppable content has been used successfully by fashion retailers for years but other industry verticals are slower on the uptake.”

In this eBook, you’ll see how different shoppable content formats work and where they perform best.

Shoppable content cleverly integrates products or services into other formats such as articles, images or videos, enabling viewers to click and purchase instantly. It’s a fantastic way of increasing revenue, page value and ROI without taking away from your content or feeling too ‘salesy’.

Using real-world examples we’ll show you how to use shoppable content to achieve all these goals while staying on brand and delivering amazing content.

What we’ll cover:

Lookbooks & shoppable imagery

Lookbooks and digital catalogues are the prime locations for shoppable content to sit. Having the option to click and buy the item directly from the styled image is an ideal way to increase sales. The fewer clicks to get to what the customer wants, the better.  This is known as hotspot imagery.

Including shoppable in a resource article

Resource articles are designed to answer big questions that customers have surrounding your product or service. Read about how we created an advice centre for one of our clients, answering queries surrounding flooring products and installation. By including relevant products among the copy on these pages we managed to increase assisted revenue by 181%.

Including shoppable in a digital magazine

Digital magazines take the classic blog and transform it into a hub of selfless, valuable content including articles and assets. Digital magazine doesn’t have to directly relate to your product or service; it can be content that is more widely related to the industry. However, including shoppable links within your posts that are relevant – e.g. an article about the best bed styles for small rooms linking through to different bed frames – can work well while remaining on brand.

Social media shoppable content

Nowadays, it’s a rare occasion to scroll through a brand’s social media channels without being faced with shoppable posts. Whether it be products on Facebook, hotspot links on Instagram images and stories or links on Twitter, there are so many shoppable opportunities here. We look at some examples of successful campaigns including Domino’s and Nordstrom.

Video shopping experiences

Have you ever watched a TV show and thought ‘I wonder where they got that [insert product]’? The future of shoppable in the e-commerce sector is moving into video, meaning brands are now funding links to products on video footage. It’s difficult to explain exactly what this looks like in words, but luckily there’s images inside the eBook.

SEO impacts of shoppable content

Like we’ve mentioned, shoppable content can improve sales, revenue and ROI. However, it can also have fantastic SEO impacts by targeting multiple keywords and covering topics. Developing an arsenal of shoppable content will not only help your customers, but, if your strategy is data focused, will also help your site become topically relevant and rank higher in Google.

Brands who are killing it with shoppable content

We look at brands who are doing great things with shoppable content including Made, Canterbury, One Kings Lane and Tesco.

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