Albertsons is deepening its investment in shoppable video advertising as it seeks to modernize how customers interact with its digital storefronts.
In April, the grocery giant revealed significant results from a collaboration with commerce media firm Criteo. Utilizing Criteo’s Onsite Video solution, Albertsons embedded interactive video ads directly into its ecommerce platform. These ads not only delivered storytelling content but also allowed viewers to instantly click and purchase featured products.
The pilot program produced impressive returns: a 280% increase in click-through rates and a 460% uplift in sales compared to non-video formats. Buoyed by this success, Albertsons is expanding the tool across its advertising network to create more engaging, transaction-driven ad experiences.
The company has also been experimenting with dynamic shoppable ad formats on platforms such as Facebook and Instagram.
These ads are designed to replace traditional digital circulars by combining rich media with real-time product and promotion data. The goal is to meet shoppers where they already engage—on social platforms—while providing direct pathways to purchase.
With digital media playing a larger role in grocery marketing, Albertsons is positioning itself to capture impulse buys through content-driven, immersive shopping formats.
Walmart: Building a Full-Funnel Shoppable Ecosystem
Walmart continues to lead the charge in scaling shoppable content across multiple channels.
One of its most ambitious forays was the launch of a full-length holiday movie, Jingle Bell Love, produced in partnership with Roku. Distributed via The Roku Channel, the movie integrated Walmart products into the storyline, allowing viewers to make purchases directly from their TV screens.
This marked a strategic step beyond short-form content into branded long-form storytelling, blurring the lines between entertainment and ecommerce.
Additionally, Walmart has partnered with NBCUniversal to deploy AI-powered shoppable ads on Peacock. These appear during reality shows like Below Deck Mediterranean, enabling viewers to purchase items similar to what they see on screen.
Such collaborations illustrate Walmart’s commitment to embedding commerce into entertainment ecosystems, where audience engagement is already high.
Walmart has also worked with First Media's So Yummy brand to create Unbox’d, a shoppable video series featuring cooking tutorials. As viewers watch recipes being prepared, they can add ingredients directly to their Walmart online grocery cart.
This is part of Walmart's broader strategy to turn everyday content—whether on TV, mobile, or social—into an engine for transactional retail.
Instacart and the Integration of Shoppable Ads in Grocery Discovery
Instacart has been another innovator in this space, focusing on how brands can connect storytelling with ecommerce functionality.
The grocery delivery platform recently introduced shoppable video ads that embed clickable product sets within promotional videos. These units appear both on the web and in-app, allowing viewers to seamlessly add items to their cart while watching content such as recipe guides or product spotlights.
To extend its reach beyond digital screens, Instacart is also piloting smart shopping carts outfitted with digital displays. These carts deliver personalized ad experiences based on the shopper’s behavior and preferences.
Brands can tailor messages and recommend products dynamically during the shopping trip, effectively bridging the digital and in-store environments.
Home Improvement Retailers Join the Movement
Shoppable media is no longer limited to groceries and general merchandise.
Home improvement retailers are beginning to explore these technologies as a way to boost customer engagement and drive sales across complex, project-based shopping journeys.
Lowe’s, for example, has launched interactive video tutorials and livestreams where users can click to purchase featured tools and materials. These experiences are typically hosted on platforms like YouTube, Instagram Live, or directly on the retailer's website.
Home Depot has also dabbled in shoppable video through its mobile app, where DIY project videos include integrated product links. These efforts aim to reduce friction for customers who are inspired to start a project but may be overwhelmed by figuring out what they need.
By embedding the products within educational or inspirational content, home improvement chains are streamlining the discovery-to-purchase pipeline.
A Growing Trend Across Retail
The rise of shoppable ads represents a convergence of content, commerce, and technology. Retailers are no longer relying solely on static product listings or traditional display advertising. Instead, they are investing in immersive formats that turn videos, livestreams, and even full-length films into digital storefronts.
This strategy is particularly appealing in an era where consumers increasingly browse and shop across devices, blending entertainment and retail experiences.
However, while the technology shows promise, consumer sentiment remains a mixed bag. A recent IAB report revealed that a notable segment of viewers find commerce-oriented video ads to be intrusive or overly commercialized, underscoring the need for thoughtful, contextually relevant execution.
Retailers must strike a balance between innovation and user experience to ensure these new formats generate not just clicks, but lasting customer engagement.
As more sectors—from fashion to pharmaceuticals—test shoppable video, it’s clear the format is poised to become a core component of omnichannel retail strategies.
With Walmart, Albertsons, and others laying the groundwork, the next wave of shoppable innovation will likely focus on personalization, interactivity, and real-time analytics to fine-tune performance and scale impact.
