If one thing has been proven this year, it's that it cannot predict or plan anything! However, with rapid move to the online retail space, we can consider the possibility that these e-comm technologies will continue to be extremely relevant in the future.

The pandemic has changed the way we shop completely. More and more of us are shopping online right through from Gen-Z through to Baby Boomers. The stay at home message meant that bricks and mortar stores closed and some made the permanent move online.

As a result, the e-commerce space has become saturated with content, virtually all brands are competing alongside each other to sell online. So, a virtual rethink has opened the door to new formats of content marketing.

What is shoppable video?

Shoppable video formats allow viewers to make purchases straight from the content. Videos have an interactive overlay that lets consumers click to explore product information such as price, size, composition and more. A CTA encourages viewers to click through to product pages, add an item to basket, sign up to a mailing list, book a test drive and more.