The Power of Shoppable Ads: Stay Competitive in Ecommerce

The idea behind all shoppable media is straightforward: eliminate unnecessary steps and simplify the purchasing path. Instead of sending users through a maze of landing pages or storefronts, shoppable ads allow online shoppers to buy featured products directly from a relevant, well-placed ad.

Increasingly “frictionless” shopping is a big deal for ecommerce brands looking to improve campaign performance and make the most of their sales channels, which is likely why IAB’s big marketing outlook study shows 38% of marketers are increasing their investment in shoppable formats in 2025.

Understanding and utilizing shoppable ads can be a huge opportunity for ecommerce brands looking to stay competitive. As the demand for frictionless shopping grows, it’s essential to explore how shoppable media can amplify your brand’s reach and revenue. In this blog, we’ll walk through some key strategies, tips, and trends you need to know to boost your ecommerce results.

What’s Fueling the Growth of Shoppable Ads?

Consumers are proving more open to buying products straight from their mobile devices than ever. This trend isn’t necessarily breaking news, but as virtually every major platform continues to expand its native shopping capabilities to capture an audience exceeding 1.6 billion users, it follows that some formats are likely to see similar leaps in both usage and performance.

Notably, this includes streaming services aiming to convert CTV from a top-funnel awareness tool into an effective ecommerce driver (more on that in a moment).

Other factors contributing to the rising interest in ad shoppability include better tools lending more confidence to marketers’ ability to measure ad impact (especially with cross-device tracking) and smoother integrations with ecommerce platforms like Shopify and BigCommerce designed to make ad shoppability a core component for a growing number of campaigns.

CTV as a Shoppable Channel

For ecommerce brands, competing in a crowded space has always meant finding new ways to meet consumers where they are—today, that includes both mobile devices and the living room screen.

With an estimated 117 million U.S. households using at least one internet-connected device to watch TV, the potential for shoppable content via streaming platforms is only growing. For advertisers, this means a couple of things:

-Big-screen visibility with real-time conversion opportunities
-New ways to merge storytelling with shopping, especially for lifestyle, beauty, and entertainment brands

Features like QR codes, remote-based shopping prompts, and smart TV integrations let viewers act on offers immediately, assuming brands can navigate the more common pitfalls of shoppable CTV.

Resolving Common Shoppable Ad Challenges

1. Oversaturation or Ad Fatigue. There are limits to how frequently users can see the same ad before they tune it out. Shoppable ads call for a fresh creative strategy, so test platform-native formats and incorporate UGC or influencer-style content when possible, especially on TikTok and Instagram. When leveraging influencer marketing, ensure it aligns seamlessly with your brand and delivers real impact—anything less could hurt your reputation.

2. Platform Integration. Many brands struggle to properly link their product catalog, pricing, and availability with the ad experience, which can lead to broken links or outdated listings. Ensure seamless integration between your ecommerce platform and each ad channel’s commerce manager to keep listings accurate and up to date.

3. Faulty Targeting Parameters. Even the slickest ad won’t convert if it’s showing the wrong product to the wrong person. As always, personalization is key. Don’t forget to include dynamic product feeds and real-time syncing with your ecommerce backend to serve personalized, in-stock products to each user.

4. Attribution Complexity. With cross-platform touchpoints, it can be tough to know which ads drove the sale. Call up IT and have them confirm proper pixel and conversion tracking across all platforms—and consider UTM parameters or first-party data integrations for better visibility.

5. Creative Challenges. Some brands fall into the trap of treating shoppable ads like traditional display banners instead of playing to each platform’s strengths; use vertical video on social platforms, lean into short-form storytelling on CTV, partner with influencers who align with your brand, or create product demos on YouTube to deliver real results.

Quick Keys to Shoppable Ad Success

High-performing shoppable ads are based on sound marketing fundamentals:

Start with your bestsellers. Focus your shoppable campaigns on proven products that already convert well online.
Nail your creative. Eye-catching visuals, short-form video, and clear CTAs are essential. Your content has to present users with a reason to stop and look—even if it’s just for a moment.
Use retargeting wisely. Follow up with users who engaged but didn’t purchase—ideally with time-limited offers or social proof.
Keep testing and iterating. Monitor which platforms, placements, and creatives deliver the best ROI and adjust weekly if needed.
Align with promotions. Sync shoppable ads with sitewide sales, seasonal events, or new product drops to create urgency.

As for what happens after the click, marketers should work closely with their webmasters/IT to make sure the checkout experience is fast, optimized for mobile, and distraction-free (it’s unlikely any amount of campaign tuning can make up for a poor user experience on the back end).

Expect to see further refinements to shoppable ads in this ever-changing digital landscape as advertisers prioritize straightforward conversions across socials, streaming services, and any other channels where an attentive audience can be found.

In the fast-paced world of ecommerce, shoppable ads are proving to be a powerful tool, offering brands a direct path to conversions while meeting consumers’ demand for seamless shopping experiences. By leveraging the right platforms, creative strategies, and integration tools, businesses can turn ad views into immediate sales. As the digital landscape continues to evolve, staying ahead with innovative, frictionless shopping solutions will be key to driving growth and staying competitive. 

Ready to update your digital marketing strategy and build your business?
Our experts are here to help.

Contact Us Today!