Shoploop: Google’s New Online Shopping Experience

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The COVID-19 pandemic has led to the closure of many physical stores. 

As people maintain social distancing, a consumer hunger for digital shopping has emerged. 

Google has joined a growing list of companies who are upgrading their e-commerce offerings with video-based shopping.

Google’s internal R&D division, Area 120, recently launched the video shopping platform, Shoploop. The tech giant reports Shoploop will be a simpler and more interactive shopping experience for consumers. 

The short, entertaining videos combine social media, e-commerce and influencer marketing in one place.  

How does Google Shoploop Work?

Area 120’s Lax Poojary formed the idea for the video shopping platform. 

He noticed the lengthy process consumers would undergo to buy a product. 

He discovered that people would first spot an item they liked on one social media app, such as Instagram or Facebook. Next, they would head to a different social media platform such as YouTube for reviews or tutorials. Once satisfied with a particular product, they would switch to an online store, on a different site, to buy the product. 

This inspired Poojary to create Shoploop and streamline the shopping process – browse, review and buy, all in one place. 

90 Seconds to Describe a Product

Shoploop 90 seconds video

All Shoploop videos are 90 seconds or less. They provide an interactive video shopping experience for consumers to discover, test and buy new products online. 

Currently, Shoploop focuses only on makeup, skincare, hair and nails. 

Users can save any Shoploop video, review, recommend products, follow content creators and share videos.

Right now, at physical stores, you may be unable to touch or try products – particularly makeup. Thanks to Shoploop, you can watch people using the product and get their first impressions and experiences.

The demonstrations are ‘vlog’ style narrated videos, created by people who are knowledgeable about a product. Content creators, publishers and online merchants promote the products in 90 seconds. The step-by-step tutorials provide consumers with a feel for how the makeup, skincare, hair and beauty products work in real life. 

Each video will autoplay as you scroll. You can read the captions, listen to the background music and view product close-ups. Underneath the video title is the name and brand of the product, the price and a link to the merchant.

Once you find a product you like, you can either save it for later or buy directly from the store. You don’t even need to leave the Shoploop app – click straight through to the store owner’s website to buy the product. 

With other social media platforms such as Instagram and TikTok, users must sift through posts to find what they’re looking for. Shoploop’s focus is only on displaying product tutorials and reviews. The e-commerce site is easy to navigate, using tabs to organise each product category.

Current Shoploop contributors are big names such as Sabbatical Beauty and Allure. Now is the perfect time for publishers, brands and social media influencers to follow suit. Create your own shopping videos, showcase products and start growing e-commerce loyalty members. 

The video shopping app isn’t monetised. This means content creators, publishers and influencers need to negotiate their own deals for the products they showcase.

Apply to become an exclusive Shoploop creator through Google’s website. You must be over 18 years of age, and there is a waitlist. 

Examples of Shoploop videos

Shoploop is currently only accessible on smartphones and Google will roll out the desktop version soon. Google also hopes to expand its range of video shopping products to include fashion, homewares, electronics and toys.


Will shoppable videos change the way you shop? Visit in your mobile browser and watch how quickly you become addicted!

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