The New Way to Shop: How Video Commerce Transforms Customer Experience?

Video commerce (or Shoppertainment), is the integration of video content and online shopping, enabling consumers to discover and buy products directly through videos or live streams. Unlike traditional e-commerce (where shoppers browse product listings, images, and text), video commerce delivers a more engaging, interactive experience. According to TikTok/BCG research, the Asia-Pacific shoppertainment market alone could exceed $1 trillion by 2025, and cross $3.7 trillion worldwide by 2029 as being indicated by Research and Markets. In short, video commerce turns passive browsing into an immersive, video-driven experience that boosts discovery, trust and impulse purchases.

1. Video Commerce vs Traditional E-Commerce

Interactive Content: Video commerce uses dynamic videos or livestreams, whereas traditional e-commerce relies on static product pages and photos. For example, a fashion demo video can show a garment on different models, while a live host can answer questions instantly. This interactivity helps brands to build their trust and create excitement among users, therefore it can be a great way to boost conversion rates.

Entertainment and Social Influence: Video shopping often features influencers or familiar hosts. In livestreams and short videos, personalities showcase products in entertaining ways (challenges, storytelling, humor). In that way, shoppers can feel connected and socially “in the room,” unlike browsing a typical online shop.

Seamless Shopping Flow: Modern platforms allow in-app purchases directly from the video, which means users can “shop as they scroll” without leaving the app. Regarding traditional e-commerce, it usually directs customers to a separate checkout page.

Algorithmic Personalization: Video platforms use powerful recommendation engines like the TikTok’s “For You” feed and YouTube’s suggestions, they show “shoppable” content tailored to each user’s interests. On the other hand, traditional e-commerce search tends to be less personalized and requires more effort from the shopper to discover the products they want.

Virality and Shareability: Videos are inherently designed for sharing, remixing, and engaging. Unlike static product listings or banner ads, a compelling product video can go viral through trends or challenges, and reach millions of users in a short time.

Urgency: Live commerce often includes limited-time offers and interactive elements (polls, giveaways). For instance, flash sales in livestreams tend to leverage FOMO (fear of missing out) to drive impulse buys. In short, video commerce blends shopping with real-time engagement, which can make customers buy faster and with more excitement than standard e-commerce. (You can find more about Livestream Shopping right here.)

2. Transforming Customer Experience

See-before-you-buy: Videos allow customers to see products in action, from different angles, and in real-life contexts. This is crucial for items where static images or text descriptions fall short (clothing on a moving model, appliances being used, furniture in a room,…).

Targeted Content: Video commerce platforms can leverage data to show personalized video content and product recommendations based on individual customer interests and behaviors.

User-Generated Content (UGC): Content created by real customers—such as unboxing clips, personal testimonials, or casual product reviews—offers a level of authenticity that branded content often lacks. Audiences tend to trust everyday users more than polished ads, making UGC a powerful driver of credibility. This trust is even stronger when creators are seen as independent voices rather than paid partners. For example, in Vietnam, the popular TikTok creator Chú Cá Review built a loyal following by reviewing products without accepting brand sponsorships, which earned him a reputation for honest, no-fluff opinions that audiences rely on before purchasing.

Shop-from-video: The ability to purchase directly from a video (especially on social commerce platforms like TikTok or Instagram) removes friction from the buying process, making it easier for customers to convert impulse purchases. Indeed, this direct shoppable element is quickly becoming an essential feature for effective video commerce.

Entertainment: Finally, video shopping is enjoyable. Many consumers treat livestream sales like events or social gatherings. In Vietnam and beyond, customers report that livestream shopping feels fun (“like watching TV” with a shopping twist) and they enjoy interacting with the host and other viewers.

3. Strategic Use Cases: How Brands Can Leverage Video Commerce

Product Launches: Use live streaming events to unveil new products, build excitement, and engage with audiences in real time.

Behind-the-Scenes Videos: Show how products are made, introduce team’s members, or share brand story to deepen emotional connection with the audience. For example, TikToker tungxabong has showed the process of making his bar soap from many types of veggies, and it truly went viral with over 14 million views.

Tutorials and How-To Content: Create helpful videos demonstrating how products work, how to style or use them effectively—especially valuable for beauty, fashion, and tech categories.

Video Testimonials: Invite loyal customers to share their experiences and endorsements. These can be repurposed on landing pages, social media, or product listing to strengthen connection with audience.

Interactive Challenges: Launch branded challenges or trends on platforms like TikTok to encourage user-generated content, increase exposure, and drive engagement organically.

4. Best Practices for Video Commerce Success

Prioritize Mobile Optimization: Since the majority of users watch Shoppertainment videos on mobile, ensure all video content is optimized for smaller screens, fast loading times, and vertical formats where appropriate.

Focus on Storytelling Over Selling: Instead of hard selling, use storytelling to demonstrate value and relevance. Show the product in real-life contexts or in use by relatable characters or influencers.

Keep it Real with UGC: UGC, especially videos made by the own customers, connects on a deeper level. Why? Because it shows real people using and enjoying the product in everyday situations — and that’s something audiences can truly relate to. When people see others genuinely liking what the brand offers, it builds trust and makes them feel more confident about choosing them. In a world full of polished ads, this kind of raw, honest content stands out — and it speaks volumes.

Test and Iterate: Use analytics to understand what types of content perform best. A/B test different video formats, durations, CTAs, and thumbnails to optimize performance.

Consistency is Key: Post regularly to stay top of mind with the audience. Establish a cadence that aligns with campaign goals, whether weekly livestreams or daily Reels.

5. Conclusion

Video commerce is more than a passing trend—it’s redefining the way people shop. By merging engaging content with seamless purchasing experiences, it offers customers an interactive, entertaining, and personalized journey. For brands, it unlocks fresh opportunities to tell compelling stories, drive sales, and build stronger relationships with their audience. In fast-growing digital markets like Vietnam, where young, mobile-savvy consumers set the pace, video commerce is quickly becoming the preferred path to purchase.

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