• Marlene Byrne

A Frontier of Shoppable Content

Interactive or “shoppable” content integrates photography or editorial and commerce to bring relevant buying information to life for consumers. Shoppable content is editorial containing rich, participatory information that does not disrupt context. Whether it’s hi-res, engaging images, an embedded video or easily viewable product details, shoppable content links directly to purchase.


According to Kapost, interactive content, including apps, assessments, calculators, configurators and quizzes, generates conversion 70% of the time, compared to just 36% for passive content. Shoppable content empowers the consumer to purchase with minimal effort, peaking interest and driving them to the transaction.


This content is not only important for consumer brands but also for B-to-B sales opportunities. B-to-B customers should be just as motivated and able to experience a heightened purchase experience with businesses products.

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