Mobile e-commerce platform Wish rolls out shoppable video

One of the world’s largest e-commerce platforms is entering the rapidly-growing shoppable video space.

Wish is launching a new feature called “Wish Clips,” designed to enhance the customer experience and simplify the path to purchase. Each Wish Clips shoppable video experience enables users to gain more information about the featured product and envision how it can be used or worn.

With one tap, consumers can view the product details, visit the retailer’s store, or add a product to their shopping cart. Customers can also “like” a video, or report a video to Wish’s content moderation team if needed. Wish Clips is already available to Android mobile device users in nine key Wish markets, and will be rolled out to iOS device users starting in April 2022.

Retailers participating in the Wish Clips program have the ability to create and upload five-to-30-second video clips that showcase their product. ​​Through Wish’s merchant dashboard, retailers can obtain access to performance metrics. The dashboard will be updated over time to include other metrics such as customer likes and watch time, in addition to a more robust and streamlined user interface.

The introduction of Wish Clips is part of a broader effort by Wish to enhance the user experience on its mobile platform and provide more tools for retailers to showcase their products. Wish Clips is part of a suite of new products and features Wish has slated for rollout in 2022.

Numerous other digital commerce players have offered shoppable video programs. One recent example is visually-based social platform Pinterest, which is experimenting with a feature called Ideas ads with paid partnership,  a new ad format that enables select advertisers to promote shoppable video-based Idea Pins from managed creators. Idea ads with paid partnership enables businesses to scale collaborative content beyond the creator's audiences by promoting it to their target audiences and measuring performance on Pinterest’s ad platform.

As a result, Pinterest hopes to allow advertisers to scale their collaborative content, drive awareness, increase engagement, and build trust with their audience. Idea ads with paid partnership will launch in beta in 15 countries: US, UK, Ireland, Canada, Australia, New Zealand, France, Spain, Italy, Germany, Austria, Switzerland, Sweden, Brazil, and Mexico. 

“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, Wish. “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.”

“We have built a one-of-a-kind shoppable video player to capture commercial inspiration like never before,” said Jain. “The reaction so far from our users and merchants has been great. We look forward to completing the roll out of Wish Clips across our entire user base very soon.”

Founded in San Francisco in 2010, Wish connects millions of consumers to over 500,000 retailers globally.