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How to add stories to an e-commerce site : complete guide
Thomas Billiau
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May 10, 2025
If you run an e-commerce website and want to increase your sales, you definitely need to know about Web Stories.
Inspired by the story format made popular by Snapchat and adopted by Instagram, Facebook, and WhatsApp, stories are now a familiar part of how people consume content.
Web Stories bring this “highlight video” concept directly to your e-commerce site.
Visual, interactive, and engaging, Web Stories are a powerful way to grab your visitors' attention, showcase your products, build trust—and drive purchases. That’s why more and more brands are using them on product pages, homepages, and even in newsletters. They clearly help boost conversion rates and increase sales.
Where product pages used to rely on long descriptions and bullet points, Web Stories offer a more dynamic and immersive experience with short videos that instantly catch the eye. In this article, we’ll show you how to use Web Stories as a real conversion tool for your online store, with practical tips, integration ideas, and real-world examples to help you get started quickly.
Web stories are a content format inspired by social media stories from platforms like Snapchat, Instagram, Facebook, and WhatsApp, but designed specifically for the web. Similar to the "highlight stories" on these platforms, they can be directly embedded on your site for a smooth and immersive user experience.
Launched by Google in 2018 under the name AMP Stories (AMP stands for Accelerated Mobile Pages), this format was initially intended to optimize mobile navigation.
Today, Web Stories have become a powerful communication tool. They allow you to capture attention quickly, present content in a more visual and interactive way, and cater to new consumption habits, where short videos are becoming increasingly central.
Unlike social media stories, Web Stories are not temporary. They stay visible on your site for as long as you want, and don’t disappear after 24 hours.
Web Stories can be freely embedded anywhere on your e-commerce site: homepage, product pages, blog, and more. This flexibility allows you to enrich the user experience with video content where it’s most relevant, without being limited to a fixed location like on social media.
These Web Stories are not linked to your social media accounts, meaning the content you share on your site does not need to be published on your social channels to appear. You can create videos specifically tailored to your e-commerce site, designed for your goals and audience.
Web Stories offer many features. You can directly integrate links, calls to action (CTAs), quizzes, polls, and much more.
This allows you to display several related stories, creating a mini shopping journey that helps customers discover products and overcome purchasing barriers. These video carousels can be integrated in various designs (stories / cards / square / carousel) to perfectly match your site’s design. You can place them at strategic spots: on the homepage to showcase customer reviews or special offers, on product pages to highlight product benefits and reassure visitors, or even on your blog to enrich the user experience.
Shoppable videos allow you to tag products featured in the video. The goal is to offer an immersive experience by enabling users to buy products directly from the video without leaving the page.
This is an immersive format that pops up at the bottom of your e-commerce page during navigation. It’s ideal for greeting visitors, broadcasting a key message like an exclusive promotion, or answering frequently asked questions. Some pop-ups are interactive and allow you to create dynamic scenarios based on the customer’s redirection choices.
Email Stories are Web Stories embedded directly into your marketing emails. They grab your prospects' attention immediately upon opening the email, thanks to a visual, dynamic, and engaging format. This type of content enriches the user experience and increases engagement in your email campaigns.
With a QR code placed on packaging, in-store, or on any physical support, customers can instantly access a personalized and interactive Web Story. This format creates a direct link between the physical and digital worlds, offering an enriched and interactive experience. It’s perfect for presenting a product manual, telling the product’s story, or offering exclusive content.
On the web, people read barely 20% of a page’s content (source: How Little Do Users Read?). They scan and quickly move on. Web Stories address this behavior perfectly by offering a dynamic format based on images, videos, and motion. The result: users stay longer, understand faster, and can discover your products effortlessly. It’s a more natural and engaging way to get your message across.
Before making a purchase, a customer needs reassurance. Web Stories help show what matters: a product in action, a genuine customer review, or a behind-the-scenes glimpse of your brand. This type of content creates transparency and humanizes your message. It removes doubts and encourages users to take the next step.
Seeing a face, hearing a voice, feeling the atmosphere: video has an emotional power that text or a simple image can’t match. With Web Stories, you tell stories that resonate with people, tapping into emotions. This connection makes your message stronger, more credible, and can be the deciding factor in a customer’s purchase decision.
Once the user is reassured and understands the value of what you’re offering, they are much more receptive to taking action. Web Stories capitalize on this moment by integrating visible, contextual calls to action: direct links to products, purchase buttons, shoppable videos… Everything is designed so that the next step happens naturally. The user doesn’t have to search for it; it’s right in front of them at the perfect moment. The result: more engagement, more conversions.
Web Stories grab the user’s attention in the first few seconds thanks to their dynamic and visual format. By offering engaging and easy-to-consume content, they encourage visitors to stay longer on your site. The time spent on the page naturally increases because users are encouraged to watch your video content.
With such a smooth and immersive format, Web Stories reduce the bounce rate. Visitors clicking on Web Stories are less likely to leave your site quickly. As the experience is more captivating, they explore more of your content, improving overall engagement. The journey is simple and frictionless, encouraging users to continue navigating your site.
All of this directly impacts SEO!
By spending more time on your site and interacting with your content, users send positive signals to Google. Fewer bounces and more interactions show that your content is relevant and interesting. This is how a high-quality user experience can lead to better rankings in search results, as Google uses these factors to assess the quality of a site.
Web Stories are designed to be easy to use, especially on mobile.
They follow the same patterns as the stories seen on social media, so there’s no learning curve. You tap right to go to the next video, left to go back, swipe down to exit—everything is fluid and intuitive.
Each story can contain multiple videos and focus on a specific topic: a customer testimonial, a product demonstration, an unboxing, etc. The format is short, rhythmic, and visually appealing to attract attention without overwhelming the viewer.
The result: users stay longer, interact more, and enjoy a clear and pleasant experience. And this is not a small detail!
A good UX, even though it’s not a direct SEO factor, significantly improves performance. It reduces bounce rates, increases time on page, and sends positive signals to Google about the quality of your content.
Web Stories are an excellent way to grab attention right from the first interactions with your site. They capture your visitors' interest and immerse them directly in the world of your products.
A carousel of seasonal Web Stories or best-sellers can instantly showcase your key products on your homepage. The idea is to grab your visitors' attention as soon as they land on your site, offering them an engaging preview of current products. This dynamic format brings your e-commerce site to life, like a physical store where each product becomes an item of interest to discover. Plus, it can help highlight new collections, special offers, or trending products.
Creating Web Stories within your blog posts is a great strategy for the discovery phase (top of funnel). Visitors looking for information on specific products might come across explanatory stories detailing the benefits of your products and how they address particular needs or problems. These stories can also include CTAs directing them to the related product pages, encouraging readers to take action. This visual and interactive format transforms information into a captivating experience, encouraging visitors to explore further.
Integrating Web Stories into your newsletters is an effective way to boost your email campaigns. This interactive and visual format is much more engaging than simple text or images. It creates a sense of surprise and curiosity, which can significantly increase click-through rates and interest in your offers. Additionally, you can include CTAs that directly link to product pages or even to your social media profiles to encourage cross-platform engagement. It's an excellent way to motivate your subscribers to take action while strengthening their connection with your brand.
At this stage, the goal is to remove the last doubts from visitors and convince them to complete the purchase. Web Stories can play a key role in building trust and interactively showing the usage or benefits of your products.
Add Web Stories alongside product photos to provide a product demonstration in video form, customer reviews, explanations, and more. These formats allow you to showcase the actual use of the product, answer common questions, and present its benefits in a more dynamic way. In just a few seconds, the user’s purchase barriers disappear, and they can easily imagine themselves with your product.
When a visitor seems hesitant before making a purchase, a pop-up with a Web Story can be a great way to reassure them. For example, a message like "Still unsure? Watch what our customers say in video" can display authentic testimonials or product demonstrations, creating an emotional connection with the visitor. This interactive format adds a human dimension to the experience, reinforcing the credibility of your products and increasing conversion chances.
Once the purchase is made, it’s crucial to maintain customer engagement. Web Stories are an excellent way to enhance their experience, build loyalty, and introduce new products that complement their purchase.
After the order, a personalized email with a Web Story like "Thank you for your purchase! Here’s how to enjoy it" can guide your customers on how to use their new products. This type of message strengthens satisfaction by offering practical advice, tips, or usage ideas. It also shows that you care about their experience.
A Web Story on the confirmation page can be used to guide customers on "How to get the most out of your products." By providing additional information about their purchases, you enrich their experience and help them fully enjoy their products. This gesture adds value and demonstrates your commitment to customer satisfaction.
Use Web Stories in your automated follow-up emails to suggest cross-sell opportunities or ways to encourage loyalty. For instance, a story like "3 ideas to complete your look" after purchasing clothing or accessories suggests products that pair well with what they've already bought. This not only boosts additional sales but also strengthens the customer relationship by offering relevant, personalized suggestions.
Create a Web Story that shows in 3 simple steps how to use a product. For example, how to apply a cream or set up a device. This allows your customers to quickly understand the product and imagine themselves using it.
Highlight videos of satisfied customers sharing their experiences. An authentic review carries a lot of weight and shows your visitors that others have already tried and loved the product, reassuring them and encouraging them to make a purchase.
For example, "Our Top 3 Must-Haves for Hydrated Skin This Winter" or "The 3 Best Accessories to Complete Your Look." This type of Web Story helps your customers quickly find what fits their specific needs and discover new products they might like, which is great for increasing your average cart value.
Create a video that shows the product in action: its details, uses, and benefits. This allows your customers to see the product from all angles and understand its features before making a purchase.
Use a Web Story to answer frequently asked questions. It's a quick and interactive way to provide answers to your customers without overwhelming them with long text. This allows them to get the information they need instantly and significantly reduces the load on your customer support team.
In the video, be smiling and show your product as it is, in a sincere way. Avoid overly edited effects or unrealistic setups. People connect better with content that feels real and honest.
Reduce hesitations by answering frequently asked questions, reassuring visitors about the product's quality, its usage, benefits, returns, or guarantees. Make the buying process easier by addressing doubts right from the start.
Get to the point. Don’t lose your audience with too many details. A Web Story should be short and effective, with a clear message at each step.
The goal is to showcase your product in the video and highlight what makes it unique and irresistible. Emphasize its strengths in a simple and visually appealing way to grab attention and spark the desire to buy.
Use simple, clear words that everyone can understand. Avoid complicated jargon that might confuse your audience. Simplicity makes your message more accessible and engaging.
When selecting a tool to design your Web Stories, three key criteria should guide your choice:
Even without technical skills, you should be able to create and integrate a Web Story with just a few clicks. The ideal tool lets you easily distribute your Web Stories on product pages, your homepage, in newsletters, pop-ups, or through QR codes. The tool should be user-friendly and intuitive.
A good tool should never slow down your site. Web Stories need to load quickly, without bugs, and provide smooth navigation, comparable to the experience on social media platforms. The goal is to ensure a flawless user experience.
There’s no need to invest a significant amount. The perfect tool is one that offers the features you truly need at a reasonable price. If you’re just starting out, it’s crucial that the cost is not a barrier—profitability should remain at the heart of your strategy.
If you're looking for a solution that is both simple, efficient, and affordable, PlayShorts is the right choice for you.
No technical skills are required. In just a few minutes, you can create a Web Story and integrate it anywhere (product page, homepage, email, QR code, etc.).
The stories load quickly and smoothly, without affecting the speed of your website because the videos are hosted on PlayShorts' servers.
PlayShorts offers affordable pricing, tailored to the size and needs of each e-commerce site. It’s the ideal solution for online retailers looking for an easy-to-use tool with many features, advanced integration quality, all at a very competitive price.
