Variant resolution
In one sentence
The engineering of binding a hotspot to the right product variant (size, colour, scent) so the add-to-cart fires without a second click. Most shoppable-video implementations get this wrong on launch and conversion lift halves.
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Strategy
Interactive video: hotspots, chapters and branching
Interactive video lets the viewer act inside the clip. Hotspots are the high-value core; chapters and branching help only where the content needs them. More layers is not more conversion.
Conversational commerce
Anatomy of a Conversational PDP: The 9 Components Every Shop Needs by Q3
A conversational PDP needs nine components: evidence-first hero, quick-answers strip, attribute table, conversational CTA, UGC rail, AI review summary, Q&A, sizing, and policy block.
Strategy
What Is Shoppable Video? Complete Guide for Ecommerce Brands
Shoppable video is video content with clickable product tags that let viewers add to cart without leaving the player. The definition, the three formats and which vertical each wins, the conversion data, the performance budget that quietly kills programmes, and build vs buy.
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