Video Led E-Commerce
Video Led E-Commerce brought an end-to-end shopping journey into MX Player. Viewers could discover products through videos and curated collections, browse the wider catalogue, verify their account, complete checkout, and return to their order history without leaving the product ecosystem.
Results
- Delivered a product conversion rate 1.5 times higher than traditional e-commerce platforms.
- Used interactive shopping and real-time recommendations to connect content discovery with purchase intent.
- Helped partner brands increase sales by creating a direct path from videos to e-commerce transactions.
Date
Team member
Cui Shanshan
Organisation
Problem
MX Player wanted to participate in the growing e-commerce market without treating shopping as an unrelated utility. Conventional product grids could show an assortment, but they could not recreate the context, personality, and guidance that make presenter-led product content compelling.
The opportunity was to turn video into a discovery and commerce surface, then support the complete journey around it: browsing, sign-in, verification, product decisions, payment, confirmation, and order management.
Discovering Watch & Shop
Commerce appeared through several familiar parts of MX Player rather than relying on a single entry point. The home feed introduced a Watch & Shop tray with horizontally scrollable products, while the main navigation added a dedicated Shop tab. The drawer provided another route into Watch & Shop and kept the feature available alongside history, subscriptions, downloads, and preferences.
Selecting See More Products opened a broader catalogue organised into sections such as top picks, products under a price threshold, and all products. Price and recency sorting helped users move from passive discovery to more deliberate browsing.
From Video to Product
In the vertical-video experience, the product name stayed visible with a persistent Buy action, current price, and original price. This let viewers act at the moment a demonstration created interest without turning the video itself into a crowded catalogue.
The product page then supported the practical decisions needed before checkout: promotional pricing, delivery information, shipping and return benefits, size, colour, quantity, and a product description. The flow moved from inspiration to evaluation before asking the user to commit.
Verification and Checkout
Users could continue with Facebook, Google, or a phone number. The phone path covered number entry, account selection when a number matched an existing profile, confirmation that the OTP had been sent, code entry, and recovery when a code did not arrive.
Checkout brought the selected product, delivery promise, quantity, and price into a cart summary. Users could choose between UPI, Paytm, and credit or debit cards, review or change the delivery address, see the final total, access the invoice, and place the order from one decision-focused screen.
Post-Purchase and Recovery
A clear thank-you state closed the transaction and offered a route back to product discovery. Order History preserved the product, quantity, total, order ID, date, and seller contact details, while an empty state explained what the page was for and directed first-time users to start shopping.
Profile details gave the commerce journey a persistent customer identity. Together, confirmation, order history, seller contact, empty states, and profile management ensured the experience did not end at payment.
UX Considerations
Multiple entry points improved discoverability, but each led back to the same Watch & Shop experience. Browsing remained open until purchase intent was clear; identity verification appeared only when an account was needed to continue.
The verification sequence introduced necessary friction, so it was broken into focused steps with alternate sign-in methods, confirmation that the code was sent, and OTP recovery. After purchase, explicit confirmation and recoverable order details helped maintain trust across the full commerce lifecycle.
The result was more than a shoppable video. It was a connected commerce system that carried users from content-led discovery through catalogue browsing and checkout to post-purchase support.
Ideas by me. Written by AI.
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