B2C fast fashion platform Wish has launched a new shoppable video feature to simplify the path to purchase on its site.
The new Wish Clips feature allows merchants to create and upload five- to 30-second video clips that showcase their product in action. Users can then click through to view product details, visit the merchant’s store or add a product to their shopping cart. Merchants can view the performance of their videos in the merchant dashboard, which will be updated over time to include other metrics such as customer likes and watch time.
Wish Clips already is available to Android users in nine markets — Australia, Brazil, Canada, France, Germany, Great Britain, Italy, Japan and the U.S. — and will be rolled out to iOS users starting in April. It’s part of a broader effort to enhance the user experience on Wish and provide more tools for merchants to showcase their products, with the company promising the rollout of additional products and features later this year.
“Discovery commerce is the future, and we are deepening our investment into new products and user-centric features to bring that element of discovery to life,” said Tarun Jain, Chief Product Officer of Wish in a statement. “For users, Wish Clips helps them better visualize the product and enjoy a more immersive, interactive experience. For merchants, Wish Clips provides a great opportunity to showcase their brand’s personality and style, while driving product discovery within a native shopping experience.”
Jain said the larger aim of Wish Clips was to “capture commercial inspiration,” and Wish isn’t alone in looking for news ways to do this. A range of other companies are also making their own forays into shoppable content, which offers brands both a content marketing vehicle and sales platform. Recent examples include:
- Walmart unveiled a whole host of shoppable content activations in the last year, including a partnership with TalkShopLive, collaboration with So Yummy, teaming up with magazine publisher Meredith and hosting Twitter’s first-ever shoppable livestream;
- Albertsons Companies teamed up with short-form video platform Firework to bring a shoppable livestream video experience to the websites of several of its banner grocery brands, including Albertsons, Acme, Kings and Safeway;
- Pinterest debuted Pinterest TV — a series of in-app shoppable video content;
- Google Shopping teamed up with pop culture publication PAPER to create a shoppable digital magazine highlighting the top trends of 2021, based on Google Trends data. The company also debuted a series of shoppable street murals in partnership with American Express; and
- BNPL provider Klarna acquired the AI-powered shoppable content engine Toplooks and integrated its capabilities into the Klarna platform.