Online marketplaces are betting on shoppable video. Though large marketplaces like Walmart and Amazon have been mainstreaming shoppable video content for a few years now, more players have been employing their own shoppable video strategy in the last six months. Instacart introduced “shoppable recipes” where food creators can link TikTok videos with shopping lists to make it easier for viewers to gather ingredients for recipes; Goldbelly announced at the end of 2021 it would launch its own in-house content team, Goldbelly TV, to produce shoppable food content with three-to-four-minute videos featuring chefs, restaurants, and behind-the-scenes stories; and Wish recently launched “Wish Clips” allowing merchants to add shoppable videos to product pages. YPulse research shows over half of young consumers are interested in shoppable videos, and as online shopping becomes their go-to, videos are vital for catching their eye. (Modern Retail)
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