Video is the backbone of modern e-commerce. It’s no secret that customers prefer watching a product in action over scrolling through static images. In fact, according to a study by Wyzowl, 88% of people say they’ve been convinced to buy a product or service after watching a video. That’s huge! But while product videos clearly boost engagement, not all videos are created equal when it comes to conversions.

Traditional product videos—those glossy, professionally shot clips brands use for ads, product pages, and social media—have long been the gold standard. They tell a compelling brand story, highlight key features, and help customers visualize how a product fits into their lives. But here’s the problem: they don’t actually make purchasing easier. After watching, customers still have to search for the product, navigate back to the store, and go through multiple steps before buying.

Enter shoppable video—an interactive format that lets customers shop directly inside the video. No extra steps, no distractions, just a seamless path from inspiration to checkout. Shopify merchants are already seeing how adding shoppable video to their product pages keeps customers engaged and removes friction from the buying process. With tools like Moast, brands can easily display shoppable videos that not only showcase their products but also drive conversions at a higher rate than traditional videos.

So which format is actually better for e-commerce? Does shoppable video really convert better, or is traditional video still the go-to option? In this post, we’ll break down the key differences, compare their effectiveness, and help you decide which one makes the most sense for your store.

What Are Traditional Product Videos?

Traditional product videos have been a staple of e-commerce for years. They’re the polished, pre-recorded clips you see on product pages, social media ads, and YouTube reviews. These videos are designed to showcase a product’s features, benefits, and real-world use cases—but they don’t offer a direct way to purchase while watching.

Common Types of Traditional Product Videos

1. Lifestyle Videos – These videos place the product in real-world scenarios, helping customers imagine how it fits into their daily lives. Think of a brand like Patagonia showing someone hiking in their latest jacket.
2. Unboxing & Review Videos – Popular on YouTube, these videos feature influencers or customers opening a product, giving their first impressions, and walking viewers through the details.
3. Explainer & How-To Videos – These go beyond basic product showcases and demonstrate how the product actually works. Great for tech gadgets, beauty products, or anything that requires a bit of learning.
4. Studio-Style Product Showcases – Think Apple’s ultra-crisp product launch videos—clean, high-production visuals focusing on the product’s design and specs.

The Pros of Traditional Product Videos

✅ Engaging & Trust-Building – Video is one of the most effective ways to build trust with potential buyers, especially when it’s high quality and informative.

✅ Great for Branding – A well-crafted product video helps reinforce a brand’s identity, whether it’s minimal and sleek or playful and energetic.

✅ Boosts Purchase Intent – According to HubSpot, 72% of customers prefer to learn about a product through video rather than text or images. This means well-made product videos can push hesitant buyers closer to a purchase.

The Cons of Traditional Product Videos

❌ High Drop-Off Rate – Customers may watch a video, but without a direct way to buy, they often leave the page without taking action.

❌ Extra Steps to Purchase – After watching, customers must manually search for the product or navigate back to the store, creating unnecessary friction.

❌ Limited Interactivity – Traditional videos are passive experiences. Customers can watch, but they can’t interact with the product in real-time or add it to their cart instantly.

While traditional product videos are still valuable for storytelling and brand awareness, they aren’t necessarily the best tool for driving conversions. That’s where shoppable video comes in—giving customers the best of both worlds: engaging video content and a direct, seamless shopping experience.

Next, let’s dive into what shoppable video is and why it’s changing the way e-commerce brands convert viewers into buyers. 

What Are Shoppable Videos?

Shoppable videos take traditional product videos to the next level by turning passive viewing into an interactive shopping experience. Unlike standard product videos that require viewers to leave the video to make a purchase, shoppable videos allow customers to click directly on products within the video—whether that means adding an item to their cart, exploring product details, or completing a checkout without ever leaving the video.

How Do Shoppable Videos Work?

Shoppable videos integrate clickable hotspots, pop-ups, or embedded product links into the video itself. When a viewer clicks on an item, they can see more product details, select variants (like size or color), and even make a purchase—all without navigating away from the page.

This seamless experience is powered by interactive video platforms that work directly with e-commerce stores. Shopify merchants, for example, can easily implement shoppable videos on their product pages using Moast—allowing them to showcase real customers using their products while making them instantly shoppable.

The Pros of Shoppable Videos

✅ Higher Conversions – By reducing the steps between product discovery and checkout, shoppable videos significantly boost conversion rates compared to traditional product videos.

✅ Frictionless Shopping Experience – Customers can shop directly from the video instead of hunting for products on a separate page, keeping them engaged and reducing drop-off.

✅ Increases Time Spent on Site – Interactive videos encourage viewers to explore products longer, improving engagement and even SEO rankings.

✅ Great for Social Commerce – Shoppable videos work well on platforms like Instagram, TikTok, and YouTube, where brands can tag products and drive purchases directly from the content.

The Cons of Shoppable Videos

❌ Requires the Right Tech – Unlike traditional product videos that can be uploaded anywhere, shoppable videos need an interactive video platform or Shopify app like Moast to function properly.

❌ Not Ideal for Every Use Case – While shoppable videos are perfect for product pages, ads, and social commerce, they may not be necessary for brand storytelling or awareness campaigns where immediate conversion isn’t the goal.

Why Shopify Merchants Are Embracing Shoppable Videos

With consumers expecting a seamless shopping experience, Shopify merchants are increasingly turning to shoppable video to convert engaged viewers into paying customers. Instead of hoping viewers will take the extra steps to search for a product, brands can now meet them at the moment of purchase intent—removing friction and boosting sales effortlessly.

Next, let’s break down how shoppable videos and traditional product videos compare side by side—and which one is the better bet for e-commerce conversions. 

Real-World Data: Do Shoppable Videos Actually Convert Better?

It’s one thing to say shoppable videos drive higher conversions, but what does the data actually show? Let’s take a look at real-world statistics, case studies, and insights from brands that have tested both traditional and shoppable video formats.

The Numbers Don’t Lie: Shoppable Video vs. Traditional Video

Multiple studies have shown that interactive content—including shoppable video—consistently outperforms passive content in engagement and conversions. Here are some compelling stats:

• Shoppable videos have been found to increase conversions by up to 30% compared to traditional product videos.
• 85% of consumers are more likely to buy a product after watching a shoppable video, compared to just 65% who watch a standard product video,
• Interactive videos hold viewer attention 47% longer than traditional product videos, meaning potential customers stay engaged longer and interact with the product more.
• E-commerce brands that use shoppable video see an average of 2-4x higher click-through rates compared to regular product videos.

Real Brands, Real Results: Shoppable Video in Action

To see how these numbers translate into actual e-commerce success, let’s look at how brands are implementing shoppable video to drive sales and increase engagement:

1. Fashion Floor Achieves a 33% Increase in Conversions

Fashion Floor, a prominent Indian fashion brand, faced challenges in standing out amid intense competition. To enhance their digital presence and connect more effectively with their audience, they integrated shoppable videos into their Shopify store. This strategic move led to a remarkable 33% boost in conversion rates within just 30 days. The interactive videos not only captivated their audience but also streamlined the shopping experience, making it easier for customers to make purchases directly from the videos.

2. Shopify Merchants Using Moast See Higher Engagement

Shopify stores using Moast to display customer-generated shoppable videos have reported increased time on page and higher purchase intent. Unlike traditional product videos that simply showcase an item, Moast’s interactive video widgets allow shoppers to see real customers using the products and instantly buy them—bridging the gap between social proof and frictionless shopping.

3. Beauty Brand’s Shoppable Video Ads Outperform Standard Ads

A well-known beauty brand tested Instagram ads with traditional product videos against shoppable video ads that let viewers click on makeup products while watching tutorials. The shoppable video ads saw a 2.5x higher ROI, proving that reducing steps to purchase leads to more sales.

Why Shoppable Video Works So Well

Looking at the data, the reason for shoppable video’s success is clear: it removes friction from the buying process. Instead of making customers watch a video, then manually search for the product, it lets them buy in the moment of inspiration.

Shoppable video isn’t just a trend—it’s the next evolution of e-commerce. Brands that integrate shoppable video it into their stores are already seeing the benefits, and with tools like Moast, it’s easier than ever to implement shoppable video on Shopify.

Now that we’ve seen the data, let’s do a side-by-side comparison of shoppable and traditional product videos to determine which format works best in different scenarios.  

When to Use Traditional Product Videos vs. Shoppable Videos

Both traditional product videos and shoppable videos have a place in e-commerce, but they serve different purposes. The key is knowing when to use each type to maximize engagement, conversions, and brand impact.

When to Use Traditional Product Videos

Traditional product videos work best when the goal is to educate, inspire, or tell a compelling brand story rather than drive immediate conversions. Here are the best use cases:

Brand Awareness Campaigns – If you're running a campaign focused on storytelling and emotional connection (e.g., Nike’s inspirational ads), traditional videos are a great fit.

Social Media & YouTube Content – For non-transactional platforms like YouTube, where people seek education and entertainment, traditional videos are perfect for product deep dives, how-tos, and storytelling.

Landing Pages & Homepage Videos – Traditional videos work well on landing pages where the goal is to introduce your brand and products rather than push a sale immediately.

Retail & Wholesale Partnerships – If your brand sells through retail partners, traditional videos are useful for showcasing product features to buyers and distributors without needing shoppable functionality.

Influencer & UGC Reviews – While shoppable videos enhance customer experience on your site, influencers and customers creating product review videos for social media will often use traditional video formats.

When to Use Shoppable Videos

Shoppable videos are best for e-commerce environments where the goal is to drive immediate action and remove friction from the buying process. Here’s where they shine:

Product Pages on Your Shopify Store – Instead of forcing customers to scroll through static images, brands using shoppable videos on their product pages see higher conversions because customers can add products to their cart instantly. Shopify merchants using Moast are leveraging interactive video widgets to turn browsing into buying.

Paid Ads & Retargeting Campaigns – Facebook, Instagram, and TikTok allow brands to run shoppable video ads, meaning customers can shop directly from the ad without ever leaving their feed. These work particularly well for retargeting warm audiences who’ve already shown interest in your products.

Email & SMS Marketing – Instead of sending static images, brands using shoppable video in email and SMS campaigns create a more engaging shopping experience that shortens the path to checkout.

Live Shopping Events & Drops – Interactive live shopping experiences, where hosts demo products and viewers can purchase in real-time, are a fast-growing e-commerce trend in industries like fashion, beauty, and electronics.

Social Commerce (Instagram, TikTok, Pinterest) – Social media is becoming a major shopping destination, and shoppable videos make it easy for customers to discover and purchase products instantly without leaving the platform.

Which One Should You Prioritize?

If you’re an e-commerce brand focused on conversions, shoppable videos should be a key part of your strategy—especially on your product pages, ads, and social media channels. However, traditional videos still play an important role in branding and education, so the best approach is to use both strategically depending on your goals.

Pro Tip: For Shopify merchants, Moast makes it easy to implement shoppable video on your product pages—helping you turn video content into direct sales without friction.

How to Add Shoppable Video to Your Shopify Store

Shoppable videos are one of the most effective ways to increase conversions, but many Shopify merchants hesitate to implement them because they assume it requires complex coding or expensive software. Good news—it doesn’t. With the right tools, adding shoppable video to your Shopify store is fast, simple, and delivers instant results.

Step 1: Choose a Shoppable Video Platform

To make your videos interactive, you’ll need a shoppable video tool that integrates with Shopify. Here are a few popular options:

• Moast – The easiest way to collect, display, and convert with customer-created shoppable video. Perfect for Shopify stores that want to leverage UGC to boost sales.
• Tolstoy – Great for brands looking to add interactive video quizzes and guided shopping experiences.
• Videowise – A good option for brands that want to embed interactive videos across their site.

Step 2: Upload, Collect, or Import from Instagram

You can use existing brand videos, influencer content, or customer-generated videos as shoppable videos. The best-performing shoppable videos often include:

Product demos – Show how the product works and highlight key features.
Customer testimonials – Social proof builds trust and increases conversions.
Lifestyle content – Helps shoppers visualize how the product fits into their lives.

Moast has an Instagram connection making it easy to quickly import content from Instagram handles or reel URLs.

Pro Tip: If you want an easy way to collect and showcase customer-created videos, Moast makes it seamless by letting real customers create shoppable videos for your store.

Step 3: Add Clickable Shopping Elements

Once your video is uploaded to a shoppable video platform, you’ll need to tag products within the video so shoppers can interact with them. Most platforms let you:

• Link to product pages so customers can click and explore more details.
• Enable add-to-cart functionality directly within the video.
• Display product info overlays to provide pricing and variant options.

Step 4: Embed Shoppable Videos on Your Shopify Store

Now that your video is shoppable, it’s time to place it where it will drive the most sales. The best spots include:

Product pages – Adding shoppable video next to static images helps increase conversions.
Homepage & landing pages – A great way to engage visitors as soon as they land on your store.
Cart & checkout pages – Show additional product recommendations through shoppable video.
Blog & content pages – If your brand runs a blog, embedding a shoppable video can turn readers into buyers.

Most shoppable video platforms provide easy Shopify integrations, so you can embed videos with a simple drag-and-drop interface or code snippet.

Step 5: Track Performance & Optimize

Once your shoppable videos are live, it’s important to track how they’re performing and make adjustments based on the data. Key metrics to watch:

Click-through rate (CTR) – How often shoppers click on products within the video.
Add-to-cart rate – The percentage of viewers who add items to their cart from the video.
Conversion rate – How many purchases come directly from the shoppable video.
Engagement time – How long customers watch and interact with the video.

Pro Tip: Shopify merchants using Moast can track engagement and sales performance directly from their dashboard, making it easy to see how shoppable videos impact conversions in real time.

Conclusion: The Verdict on Shoppable Videos

Both traditional product videos and shoppable videos have their place in e-commerce, but when it comes to driving conversions, shoppable video is the clear winner.

Traditional product videos are great for storytelling, brand awareness, and education, but they rely on viewers taking extra steps to find and purchase the product. Shoppable videos, on the other hand, eliminate that friction by allowing customers to shop directly from the video—reducing drop-off rates and increasing sales.

Key Takeaways:

• Traditional product videos are valuable for social media, YouTube, and general brand marketing, but they don’t optimize for conversions.
• Shoppable videos create a frictionless shopping experience, leading to higher engagement, longer time on site, and an increase in conversions by up to 30% or more.
• E-commerce brands using shoppable video on their Shopify stores (especially on product pages and ads) are seeing real results, with companies like Fashion Floor experiencing a 33% boost in conversions.
• It’s easier than ever to add shoppable video to your Shopify store with tools like Moast, which helps brands collect, display, and convert with customer-created interactive video content.

Final Thoughts

If your goal is to increase conversions and make the shopping experience more seamless, shoppable video is a must-have tool in your e-commerce strategy. Customers today expect a frictionless path to purchase, and shoppable video delivers exactly that.

Want to see how shoppable video can increase conversions for your Shopify store? Try Moast and start turning customer videos into interactive shopping experiences.