Let users swipe through videos to find the products they love with Shoppable videos

Shoppable videos let customers browse and buy products directly from video content. Viewers can swipe through a feed of videos, tap on products they like, and add to cart without leaving the video experience. Think TikTok or Instagram Reels, but on your own site with direct checkout.

Any video that shows your products in action works well in a shoppable feed.

Top-performing content types:

• UGC and customer reviews build trust through authentic social proof
• Unboxing videos create excitement and set expectations
• Creator and influencer content drives discovery and brand affinity
• Product demos show features and answer common questions
• Styling and how-to videos help customers visualize the product in their life
• Founder story videos create a stronger emotional connection with your brand

You don’t need to create new content. Most brands already have this content on TikTok, Instagram, or YouTube.

Learn more about Tolstoy for eCommerce.

No. Tolstoy lets you import existing content directly from TikTok, Instagram, YouTube, and your internal libraries. Most brands can add a shoppable video feed to their site in about five minutes using content they already have.

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

Supported placements:

• Product pages (PDPs) with product-specific videos that boost conversion
• Homepage with hero videos and carousels that showcase your brand
• Collection pages (PLPs) with videos that drive product discovery
• Landing pages for campaigns and promotions
• Email and SMS with video placement in Klaviyo flows
• Mobile apps through native integrations with Tapcart, Fuego, Vajro, Shopney, and Appbrew

Learn more about Tolstoy.

Shoppable videos reduce friction between discovery and purchase. Instead of watching a video, leaving to search for the product, and then adding to cart, customers can do it all in one flow.

What drives conversion:

• In-video add-to-cart removes extra steps from the buying journey
• Product tagging connects videos directly to the right SKUs and variants
• Social proof from UGC and reviews builds purchase confidence
• Longer time on site gives customers more exposure to your catalog
• Mobile-first experience matches how customers already browse content

Brands using Tolstoy see up to 3x longer time on site and measurable lifts in conversion rate.

Learn more about Hampden’s success story.

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.

Tolstoy makes product tagging fast and scalable.

Tagging options:

• Auto-tagging uses AI to match videos to products based on Instagram Shop tags
• Manual tagging lets you connect any video to specific SKUs and variants
• Playlist rules automatically distribute tagged videos across PDPs, collections, and more
• Bulk tagging handles large catalogs without manual work for each product

Tag once, and Tolstoy syncs that video everywhere it belongs.

Yes. Tolstoy integrates with Klaviyo to automatically place videos in abandonment flows, welcome series, and other automated sequences. For all other email providers, Tolstoy generates optimized GIFs that bring video content to any email platform. This boosts click-through rates and brings customers back to your site with engaging content instead of static images.

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.

Learn more about Tolstoy’s integrations.

Tolstoy provides full analytics at every level, from individual videos to site-wide performance.

Metrics you can track:

• Conversions and revenue attributed directly to video
• Add-to-cart actions from shoppable CTAs
• Watch time and engagement rates per video
• Drop-off points to identify where viewers lose interest
• Page-level performance to compare placements
• Top-performing content across your entire library

Tolstoy automatically syndicates your videos to the Shop app - on the home feed, on your brand page, and on product pages. Your videos can also be syndicated to Walmart, where they may be considered for placement in the Walmart homepage carousel.

Tolstoy AI Studio helps you create more content for your shoppable video experiences by generating high-quality product visuals and videos at scale.
AI Shopper integrates directly into the video feed, allowing shoppers to open the sales chat inside the video experience itself — where they can ask questions, get sizing help, and receive product recommendations without leaving the video.