Video Commerce Fundamentals

The fundamentals: what shoppable video actually is, how it differs from product video and live commerce, and where the category is heading.

Useful if you are early in evaluating whether this is worth doing at all, or if you need to explain it to someone who controls the budget. These posts define terms carefully, because the category uses "video commerce", "shoppable video", "live commerce" and "social commerce" interchangeably when they mean quite different things.

Every article here is written for merchants who have to make this work rather than read about it, and each one links to the others worth reading next. If you are evaluating platforms rather than tactics, the comparison hub carries verified pricing for nine of them.