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Video commerce combines video content with shopping functionality. Instead of static product images, customers browse and buy through video feeds, shoppable stories, and interactive experiences. They can watch product demos, UGC, and reviews, then add items to cart without leaving the video.

Shoppable videos reduce friction between discovery and purchase. Customers see products in action, build confidence through social proof, and buy in the same experience.

What drives conversion:

• In-video add-to-cart removes extra steps from the buying journey
• UGC and video reviews build trust through authentic content
• Product demos answer questions before customers ask
• Video format matches how customers consume content on TikTok and Instagram
• Longer time on site increases exposure to your catalog

Brands using Tolstoy see up to 307% conversion increases and 20x ROI improvements.

Learn more about Culture Kings' 50% interaction rate.

Any video that shows your products in real-world use works well for eCommerce.

Top-performing content types:

• UGC and unboxing videos show authentic customer experiences
• Video reviews build trust through social proof
• Creator and influencer content drives discovery and brand affinity
• Product demos explain features and answer common questions
• Founder and brand story videos create emotional connection
• How-to and styling videos help customers visualize products in their life

Learn how to create product videos buyers want to watch.

No. Tolstoy lets you import existing content directly from TikTok, Instagram, and your internal libraries. Most brands already have UGC, creator content, and product videos ready to use. You can add a shoppable video feed to your site in minutes using content you already have.

Tolstoy automatically distributes the right videos to the right pages, across channels, at scale.

Supported placements:

• Homepage to showcase your brand story and top products
• Product pages (PDPs) with product-specific videos that demonstrate value
• Collection pages (PLPs) to drive discovery across categories
• Landing pages for campaigns and promotions
• Email and SMS through Klaviyo flows or optimized GIFs for other providers
• Mobile apps through native integrations with Tapcart, Fuego, Vajro, Shopney, and Appbrew

Learn more about shoppable video solutions.

Founder videos put a face to your business and share the story behind your products. Customers buy from brands they trust, and nothing builds trust faster than seeing the real person behind the company. This differentiates you from competitors and gives customers a reason to choose you beyond price.

Learn more about interactive video capabilities.

Yes. Tolstoy integrates natively with Shopify through one-click installation and drag-and-drop theme blocks. No coding required. Your product catalog syncs automatically, and you can publish shoppable videos across your entire store in minutes. Works with all Shopify themes and Shopify Plus.

Yes. Tolstoy integrates with all major eCommerce platforms including Wix, WooCommerce, Magento, Salesforce Commerce Cloud, WordPress, and BigCommerce. Integration requires just two code snippets and a Live CSV for your product catalog.

Learn more about Tolstoy's integrations.

No. Tolstoy uses lazy loading, deferred video delivery, and a sub-50KB JavaScript payload to ensure zero impact on Core Web Vitals. Videos only load when customers scroll to them, not on initial page load.

Brands using Tolstoy see significant improvements in engagement and revenue.

Typical results:

• Up to 20x increase in ROI from video-driven sales
• Up to 307% conversion increase on pages with shoppable video
• Up to 4x increase in time on site from engaged viewers
• Reduced returns from better-informed purchase decisions
• Higher AOV through improved product discovery