50+ terms explained - shoppable video, AI photography, ecommerce metrics, and more
A method of comparing two versions of a webpage, ad, or email to determine which performs better with real users.
The use of artificial intelligence to automatically generate, enhance, or style product images without a traditional photo shoot.
A synthetic human model generated by AI used to display clothing and accessories in realistic product imagery without a live photo shoot.
The average amount spent by a customer in a single transaction, calculated as total revenue divided by number of orders.
The percentage of people who click on a link or ad after seeing it, calculated as clicks divided by impressions.
A field of AI that enables computers to interpret and understand visual information from the world, such as images and video.
The systematic process of increasing the percentage of website visitors who complete a desired action, such as making a purchase.
The total cost of acquiring a new customer, calculated by dividing total marketing and sales spend by the number of new customers gained.
A type of generative AI model that creates images by progressively removing noise from a random signal, guided by text or image prompts.
Ads that automatically personalise their content - product images, titles, and prices - based on each viewer's browsing behaviour and interests.
An advertising technology that automatically assembles and tests multiple creative combinations in real time, delivering the best-performing version to each audience segment.
Photography specifically created to showcase products for online sale, covering packshots, lifestyle images, model images, and detail shots.
A metric measuring how actively an audience interacts with content, calculated as interactions (likes, comments, shares, clicks) divided by reach or impressions.
A short video that clearly explains what a product or service does and why it is valuable, typically aimed at converting consideration-stage audiences.
A category of artificial intelligence that creates new content - images, video, text, or audio - by learning patterns from large datasets.
Google's product listing platform that displays product images, prices, and merchant information in search results and the dedicated Shopping tab.
The process of increasing an image's resolution using AI to produce a larger, sharper version without visible degradation.
AI technology that generates a video clip from a single still image, animating the scene with realistic motion.
A marketing strategy that uses individuals with established audiences on social media to promote products to their followers.
A video format that includes clickable elements, branching choices, or embedded actions that viewers can interact with during playback.
A style of product photography that presents items cleanly on a white or neutral background, focused on accuracy rather than lifestyle context.
Google's AI-powered all-in-one campaign type that distributes ads across all Google channels - Search, Shopping, Display, YouTube, Gmail, and Maps - from a single campaign.
The dedicated page on an ecommerce website where a specific product is presented with full information, images, and the option to purchase.
A structured data file containing all product information - titles, images, prices, descriptions, availability - submitted to advertising and comparison platforms.
The primary image shown for a product on a marketplace, search results page, or category listing page.
The use of video content to showcase, demonstrate, and sell products, distributed across owned and paid channels.
An advertising strategy that targets people who have previously visited a website or interacted with a brand, showing them relevant ads to encourage return and purchase.
The percentage of purchased items that are returned by customers, a key indicator of product satisfaction and description accuracy.
Revenue generated for every pound or dollar spent on advertising, the primary efficiency metric for ecommerce paid media.
A software extension installed on a Shopify store that adds or enhances functionality beyond what the platform provides natively.
A curated social media or website feed where every image or video is tagged with products that viewers can purchase directly.
A static or AI-generated product image with clickable hotspots that link directly to product pages or add-to-cart actions.
A video that lets viewers click on products and purchase them without leaving the video player.
Video content typically under 60 seconds, designed for mobile consumption on platforms like TikTok, Instagram Reels, and YouTube Shorts.
The buying and selling of products directly through social media platforms, without requiring users to leave the app to complete a purchase.
Evidence that other people have bought and valued a product, used to reduce purchase anxiety and increase buyer confidence.
An animation technique where physical objects are photographed in successive positions to create the illusion of movement when the frames are played in sequence.
Product photography carried out in a controlled indoor environment with professional lighting, backdrops, and equipment.
Video content created by customers, fans, or content creators showing real-world use of a product, used for marketing purposes.
A video format in which a person opens and reveals the contents of a product package for the first time, highlighting the unboxing experience.
Any content - photos, videos, reviews, or posts - created by customers or fans rather than the brand itself.
The video asset used in a paid advertising campaign, designed to capture attention, communicate value, and drive a specific action.
The integration of shopping functionality directly into video content, enabling viewers to discover and purchase products without leaving the video experience.
Technology that lets online shoppers see how a product - typically clothing, footwear, or accessories - would look on a person or in their space before buying.