What is Shoppable Media?

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Shoppable media refers to digital content such as pre-recorded interactive images, videos and other media formats, which enable an online path to purchase when a user clicks an object that is showcasing merchandise. Object examples include a “shop” button overlaid on an image or video displaying products. It is a merchandising technique that empowers brands to close the gap between product inspiration and direct purchases, reducing friction in a customer’s current context. It integrates seamlessly with both social media and existing e-commerce platforms. By streamlining purchase journeys, shoppable media can increase direct-to-customer engagements, provide near-real-time insight on campaign performance, reduce drop-outs, and increase revenue. It can also provide further impact on business operations and technology, as these require change to support the commerce channel.

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