VivaTech Paris 2025: Shoppable Video and Live Shopping Take Center Stage

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Introduction

VivaTech Paris 2025, Europe’s largest technology and innovation event, set new records with 180,000 visitors, 14,000 startups, and a surge of AI-driven innovation across every sector. Among the standout trends this year was the rapid evolution of shoppable video and live shopping—technologies that are redefining how brands connect with consumers and how e-commerce is experienced. This blog explores the key conversations, innovations, and takeaways from VivaTech 2025, with a spotlight on Smartzer’s role in shaping the future of interactive commerce.

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The Rise of AI-Powered Video Commerce

Artificial intelligence was the dominant theme at VivaTech 2025, with over 40% of exhibitors showcasing AI solutions. In the realm of retail and e-commerce, AI-powered shoppable video platforms were front and center. Brands and tech leaders demonstrated how AI can personalize video content in real time, delivering tailored product recommendations and seamless “watch-to-buy” experiences. This shift is making video not just a marketing tool, but a direct sales channel that bridges inspiration and purchase in a single, interactive moment.

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Immersive, Interactive Shopping Experiences

Major brands like LVMH, L’Oréal, Samsung, and LEGO showcased how shoppable video and live shopping are transforming digital retail:

• Immersive Video Showrooms: Samsung and LEGO used interactive video to bring product features to life, making shopping more engaging and playful.
• Influencer and User-Generated Content: L’Oréal and Victoria’s Secret leveraged short-form videos and influencer tutorials directly on product pages, boosting conversion and authenticity.
• Real-Time Commerce: Live demos and micro-workshops allowed attendees to experience shoppable video tools firsthand, highlighting the power of real-time engagement and instant purchasing.

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The Shift to Owned Media and First-Party Data

A key conversation at VivaTech was the move beyond social platforms to owned media. Brands are embedding shoppable video and live shopping directly on their websites and apps, reducing reliance on third-party cookies and social algorithms. AI-powered video commerce is enabling brands to activate first-party data, delivering privacy-safe personalization at scale and building deeper customer relationships.

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Luxury, Omnichannel, and Community Building

Luxury brands emphasized the role of shoppable video in creating premium, omnichannel journeys—blending in-store and online experiences, and using video for storytelling and education. Interactive video is now a tool for building long-term loyalty, not just driving immediate sales.

Community was another major theme: shoppable video and live shopping are fostering real-time conversations, feedback, and a sense of shared experience. This engagement builds trust and loyalty, turning shopping into a participatory event rather than a solitary transaction.

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Smartzer: Leading the Charge in Video Commerce

As an earlypioneer in interactive video and live shopping technology, Smartzer enables brands to deliver engaging, shoppable live events with features like clickable products, real-time chat, and detailed analytics. Smartzer’s solutions are helping brands:

• Transform passive viewers into active participants.
• Run interactive product demonstrations with instant Q&A and purchasing.
• Gather actionable insights from every live event to optimise future campaigns.
• Build communities around live shopping experiences, fostering loyalty and repeat purchases.

As live shopping becomes a core part of digital strategy, Smartzer’s technology is setting the standard for measurable, engaging, and scalable video commerce.

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Best Practices and Future Outlook

VivaTech’s sessions and workshops outlined best practices for shoppable video:

• Combine user-generated, influencer, and AI-curated content.
• Integrate live shopping with robust analytics.
• Focus on seamless, mobile-first experiences.
• Prioritise privacy and first-party data strategies.

The consensus: shoppable video and live shopping are moving from trend to standard, with rapid adoption expected across sectors in the next 12–24 months.

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Conclusion

VivaTech Paris 2025 confirmed that shoppable video and live shopping are at the forefront of retail innovation. AI personalisation, immersive content, and owned media strategies are driving the next wave of e-commerce growth. Smartzer’s leadership in this space is empowering brands to create interactive, data-driven shopping experiences that build lasting customer relationships and deliver real business results. As the digital commerce landscape evolves, those investing in shoppable video and live shopping are setting the pace for the future of retail.

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