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The Best of Commerce Video (And Why It Works So Well)

Through all the necessities for innovation and quick digital transformation, we’ve seen a few stand out retailers and eCommerce platforms stepping forward quickly with shopping technology, not only meeting but elevating consumer expectations and crafting customer experiences that give careful consideration to each part of the purchase journey. As no surprise, commerce video is the direction they are looking in

InsideRetail noted a recent study showing 41% of its viewers add products to their cart as a result of interactive video. Not only that, but 91% of buyers are also looking for more interactive content online

The Best of Commerce Video (And Why It Works So Well)

As an ode to the innovators, we’ve compiled a list of the best video commerce experiences we’ve seen come to life so far this year. Track through as we take a look at innovation in retail and more importantly, why it works. 

Starting with the latest launch for NBCUniversal announcing their new checkout platform.

According to NBC, the platform allows consumers to shop products across the network’s content, whether digital, linear, or social. As noted by NBCUniversal’s executive vice president for marketing and advertising creative, Josh Feldman, this product has been on the roadmap for a while and is being ramped up in response to COVID-19. A move aimed at supporting retailers through the tough economic environment by waiving NBCUniversal’s technology and cart fees for products purchased through Checkout.

This news comes off the back of NBCUniversal’s Today and Kohls collaboration over the holiday season, all built with our very own WIREWAX Studio. 

The Best of Commerce Video (And Why It Works So Well)

“This is a really unique opportunity for a native commerce experience embedded in content,” Feldman said.

Why it works: Launched in June, the power of NBCUniversal’s new checkout platform has elevated the standard of what commerce video can do by allowing users to click and purchase without ever leaving the site, delivering on a multilayered experience without content interruption.


Another name stepping forward with larger strides during the current climate is the London footwear label, Miista. 

The Best of Commerce Video (And Why It Works So Well)

Faced with the challenge of having to close their store, the team at Miista have utilised otherwise unused space to quickly establish a content studio through which they were able to shoot, edit, and add interactivity to new footage. 

The creative solution to an otherwise overwhelming problem showed the team’s ability to think far outside the box. The result: a fresh new interactive click-to-shop experience at the core of a new campaign, with secondary channels all pointing to this new experience set to be housed on their owned site.

Why it works: Launching soon, this concept works on a number of levels, but at the core, it works as a way for Miista to deliver their brand experience to their audience without the physicality of a store. It’s all of the brand without leaving the home. 

Their ownership of their space means they could easily shoot and cut supplementary content to point directly back to the core interactive experience. Genius. 

National Geographic

Not far behind NBCUniversal, National Geographic has been taking strides to build out its range of offering with commerce branded content. 

The Best of Commerce Video (And Why It Works So Well)

Executing a simplistic problem-solution narrative combined with custom on-click product discovery allowed the team at National Geographic to effortlessly drive interested audiences through the buyer journey and direct to a point of purchase for flat pack furniture giants, IKEA.

This campaign, in particular, saw huge success, delivering an average interaction rate of almost 4 interactions per viewer. The stats also showed an 83% mobile audience, meaning National Geographic was able to meet the call across any device. 

Why it works: This experience feels on-brand from the get-go. It’s clear each point was considered for clarity and ease of product discovery and it shows. By layering beautiful creative with action-points the team were able to cut out a majority of the product discovery phase and deliver viewers directly to their new bedroom set up. 

Us Weekly

Continuing in the vein of commerce branded content, Us Weekly has been making moves to elevate their content show throughout their partnership with Crate & Barrel

Shooting the video with interactivity in mind, the team at UsWeekly were able to construct an experience that grabbed the attention of potential consumers at the point of inspiration and direct them straight to the point of action. 

The Best of Commerce Video (And Why It Works So Well)

Leveraging recently engaged celebrities, UsWeekly took what would ordinarily be a physical store visit and delivered a digital registry piece all house within a piece of editorial. 

Why it works: UsWeekly utilised branching technology for this piece, meaning they put the power back into the hands of the view and gave them the opportunity to control both the content and their overall experience. By doing so, they were able to serve a commerce experience with optimal relevance to each viewer. Paired with the simplicity of click to buy, this was a winning piece from the start. 

Ted Baker

Ted Baker has always been in step with interactive video, continually leveraging the technology to bring more to their viewer experience and achieve overall on-brand integration for heightened memorability.

At their core, the team at Ted Baker has continually looked to ways to bring more to their consumers while simultaneously conveying something that looks, feels, and acts like Ted Baker. 

Their holiday campaign was no different. Much like the others in this list, Ted Baker merged intelligent, entrancing creativity with purchase action points in order to grab the attention of the viewer at their point of inspiration and connected them to their purchase location. 

Most importantly, it was able to do with one video. 

The Best of Commerce Video (And Why It Works So Well)

The results well and truly spoke for themselves on this one, with $70,000 of retail sales tracked in the video’s first week of being live. 

Why it works: From the moment you hit play, this video pulls you in. The creative is intriguing and the interactive is easy to act on and clear to users that it is an action point. Not only that, the team were able to iFrame the experience into the hero spot of their site and use socials to drive traffic straight to their owned and operated, meaning all traffic had the opportunity to become active traffic throughout this piece. 

Drive more sales from your video content with commerce interactive video. Discover commerce with WIREWAX now.


Crate & Barrel



interactive video



Ted Baker