From play to pay the rise of shoppable video

MUMBAI: Talk about retail therapy getting a glow-up, at VIDNET 2025, experts agreed that the journey from “seen it” to “shopping cart” is becoming smoother than ever.

At the 9th edition of the event, a panel featuring Google’s digital ads lead Sahil Khusro, influencer Anisha Dixit, Animera SVP Biswamirta Ray and Elaracapital EVP Karan Taurai unpacked how video, data and creativity are merging to reshape customer behaviour.

Khusro explained that the rules of digital advertising have shifted. It is no longer enough to reach the right user, it is now about reaching them at the right moment. Programmatic buying, he said, delivers this precision by analysing consented first party data and matching it with platforms such as Google and Meta. “Relevance drives outcomes,” he noted, adding that knowing when to stop targeting is just as important as knowing when to start.

Ray highlighted how influencer marketing has matured into a more measured science. With short-form content exploding, brands now expect data-backed decisions across every stage, from creator selection to campaign optimisation. His team often flags inorganic spikes in creator metrics and encourages transparency. “Authenticity and relevance have to be checked before we move forward,” he said.

For creators, striking the balance between entertainment and promotion remains delicate. Dixit said she relies on listening to her audience and keeping branded content relatable. “If it feels forced, no one wants to watch it,” she said. Her go-to formula pairs everyday comedy with a twist at the end to hold attention and boost shares. Credibility, she insisted, is everything. “Oversell even once and your audience will know.”

The discussion also touched on privacy, a rising concern as India prepares for tighter data protection norms. Khusro said the future lies in privacy-safe systems such as cloud-based clean rooms that allow advertisers to understand audiences without exposing personal information.

Karan Taurai, steering the session, reminded the room that technology alone will not win hearts. “Tools can scale, reach and personalise offers, but human instincts about timing, tone and trust still decide whether a viewer clicks buy or scrolls away,” he said. His comment drew nods from creators and marketers who agreed that tech must be married to taste.

Looking ahead, the panel agreed that the next wave of innovation will come from AI-powered personalisation. Khusro pointed to early tools that can dynamically swap products inside a video without reshoots, allowing creators to tailor content for different countries, demographics or even price segments. “The possibilities are endless,” he said.

From smarter data to sharper jokes, from algorithmic targeting to AI-generated customisations, the takeaway was clear. The line between viewing and buying is fading fast and brands that master this blend of creativity and technology stand to win big. For viewers, the future might just be one tap away from temptation.