From Views to Sales: Shoppable Content Is Driving ROI

Marketers have always pursued one goal: turning attention into action. But as consumer behaviour evolves, content strategies must evolve with it. We’ve entered the era of shoppable content where storytelling meets conversion in real time.

Once a niche trend, it’s now a critical piece of the modern marketing mix, especially for gen z. According to Insider Intelligence, 74% of Gen Z consumers prefer to discover products via video over traditional ads.¹ Why? Because shoppable content caters directly to this behaviour by making discovery and purchase seamless in a single experience.

And the momentum is undeniable:

- 83% of gen z consumers have participated in livestream shopping events, indicating a strong preference for interactive and real-time shopping experiences.²

- Brands using shoppable content have seen a 30% increase in average order value.³

- 65% of social media users have made a purchase directly from a brand's video or livestream. The blending of content and commerce on platforms like TikTok, Instagram, and YouTube is reshaping buying behavior.⁴

At Cheil, we saw this shift coming. In 2021, we launched Samsung Live - a weekly, shoppable livestream that transformed product education into a real-time commerce engine.

We combined DTC storytelling, influencer credibility, and live interaction to guide consumers from 'What is it?' to 'I need this' - all within a single, connected experience across Samsung’s social channels, website, and YouTube.

​The result? An 890% ROI, consistent engagement, and a replicable model that continues to drive sales.

Shoppable content isn’t a novelty - it’s a necessity.

In a landscape flooded with short-form content and shrinking attention spans, LVC cuts through the noise. It collapses the funnel, delivering product education, brand experience, and conversion in the same moment - and that moment is where buying decisions are made.

For marketers, shoppable content is now. The only question you should be asking is “How quickly can I scale it with relevance, consistency, and authenticity?”

In today’s attention economy, content that just entertains won’t cut it. Content that entertains and converts? That is the real game changer.

Sources:

1. Insider Intelligence (eMarketer), Gen Z and the Future of Social Commerce, 2024

2. Fit Small Business. 37 Livestream Shopping Statistics to Know, 2024

3. Statista, Global E-commerce Trends 2024

4. Shopify x YouGov, Social Commerce Report, 2024