Short Form Video

As a grocery e-commerce retailer, helping customers discover new items matters when they shop with us week after week. Short Form Video is one component of a larger effort to bring inspiration and personalized content into the shopping experience.

These studies and tests led us to explore the potential of this capability.

The market research used in the original case study projected that 37% of TikTok users would make purchases through the platform in 2023, compared with 5.7% in 2020, rising to 39.9% by 2026. Bazaarvoice research cited in the study found that more than seven in ten TikTok shoppers worldwide were inclined to buy when discovering an interesting product, and six in ten used the app for shopping inspiration.

With the rise of short-form video, we aimed to deepen engagement, encourage return visits, and create new business opportunities. Integrating shopping capabilities lets users instantly add relevant products when they feel inspired.

If successful, we planned to expand functionality and bring video to more locations across the site, ultimately creating a personalized content hub where users could browse, shop, and get inspired.

The mobile experience connects video discovery, immersive viewing, and shoppable products. Customers can explore content, open a video, and add featured grocery items from the product panel.

We developed a comprehensive content strategy to support a successful launch. Through workshops and discussions, I aligned the strategy and direction with leaders across six teams outside my department.

Together, we defined processes, responsibilities, and timing, while exploring potential monetization opportunities with consumer packaged goods vendors.

We collaborated with consumer packaged goods vendors and launched a full-stack A/B test to understand how users responded to branded and monetized content. With prioritized placement and a strong creative direction, all monetized content in the pilot performed better than regular or unbranded content.