Fashion

How Suta turns storytelling into conversions with Shoppable Videos

4,602Product clicks from shoppable videos

2%Conversion rate on video-driven interactions

Book A Demo

Download Shopify App

5.0

400+ Shopify Reviews | 4000+ Brands

Trusted by 4000+ brands, globally

Overview

Suta is a sustainable fashion brand from India, founded in 2016 by Sujata and Taniya.

Craft meets contemporary

Traditional craftsmanship with contemporary design across sarees, blouses, and ready-to-wear outfits.

A 1M+ social community

Known for high-quality videos that capture the essence of their products.

Missing from the website

That immersive experience stayed on social. The website, their primary point of sale, didn't have it.

Suta is about the fall and movement of a saree, photos can’t show that. With Whatmore, we added short shoppable videos on PDPs. In 30 days, shoppers clicked those videos 1.16 lakh times and viewers spent ~7% longer on the page. It was quick to set up and perfectly on-brand.

Nikita Agrwal

Chief Business Officer, Suta

The Challenge

Suta wanted to improve their website experience by bringing the engaging video content they already had on social media onto their storefront. Visual storytelling is at the heart of what Suta does — they wanted to make shopping on their website as fun and engaging as browsing their Instagram feed.

Replicate Visual Storytelling on the Website

The brand's identity is deeply visual — sarees draped on real people, fabrics in motion, styling nuance. Static product images couldn't replicate the experience their Instagram content delivered.

Create an Interactive Shopping Experience

Visitors needed a reason to stay and explore. The site lacked the dynamic, swipeable content loop that keeps shoppers engaged on social — something that would hold attention and guide them toward a purchase.

Improve Conversion Through Streamlined Shopping

Shoppers watching videos on social had no direct path to purchase. Suta needed a way to close the gap between inspiration and transaction — without forcing users to navigate away from the content.

Avoid Slow Page Speeds Caused by Video Content

Adding video to e-commerce at scale typically degrades performance. Suta needed a solution that delivered an immersive video experience without impacting load times or the overall user experience.

This resulted in a missed opportunity: a brand with exceptional visual content and a 1M+ social following, but a website shopping experience that didn't reflect any of that energy.

Solution

To address these challenges, Suta wanted to add their social media videos to their website and make them shoppable. They teamed up with Whatmore — an easy-to-integrate, customisable Shopify app that helps e-commerce websites add shoppable videos without impacting load speed.

Key Features Implemented

Homepage Video Carousel

Suta added a dynamic video carousel to the homepage to replicate the visual storytelling experience of their social media platforms. They use this carousel to highlight new collections, best-sellers, and key products. The carousel also creates an interactive entry point for first-time visitors and makes navigating the website easier.

All videos in the carousel are shoppable — they have an 'Add to Cart' CTA embedded in them. This lets visitors shop directly from the video content without navigating away from what they're watching.

Shoppable Videos on Product Pages

Suta added in-depth, shoppable videos directly on their product detail pages. These videos are artistic — they show the product on real people, with details about the fabric and styling options that static images simply cannot communicate.

These detailed videos help customers make faster, more confident purchase decisions. When a shopper can see how a saree drapes, how the fabric moves, and how it's styled on a real person — hesitation drops and intent rises.

Instagram Integration for Easy Updates

Suta uses Whatmore's import tool to bring videos from Instagram to their website in minutes. After tagging products in the videos, they go live on the website instantly. This allows Suta to keep their website fresh and in sync with new campaigns without any extra effort from the team.

Zero Impact on Page Speed

Suta added a large number of videos to their website without any impact on page load speed. Whatmore's shoppable videos are loaded on demand via CDN (Content Delivery Networks), so maintaining the original website speed is straightforward — even as the video library scales. This allowed Suta to deliver an engaging shopping experience without compromising the overall user experience.

Conclusion

4,602Product clicks from shoppable videos

2%Conversion rate on video-driven interactions

34sAverage watch time, keeping users engaged

Suta had all the ingredients for a great on-site shopping experience — a rich video library, a distinctive visual identity, and a loyal 1M+ following. What they were missing was a bridge between that social presence and their storefront. Whatmore built that bridge.

By embedding shoppable videos on the homepage and product pages, and keeping the content in sync with Instagram automatically, Suta turned their most powerful marketing asset — storytelling through video — into a direct conversion driver on their website. All without a single extra second of page load time.

Ready to install? Try Whatmore free on your Shopify store — no credit card required.

Book a Demo