How Suta is Turning Storytelling into Conversions with Shoppable Videos

Overview

Suta — short for Sujata and Taniya, the founders' names — is a sustainable fashion brand based in India. Founded in 2016, Suta combines traditional craftsmanship with contemporary design across sarees, blouses, and ready-to-wear outfits. The brand celebrates raw threads, traditional boldness, and uninterrupted simplicity.

With a community of over 1 million followers across social media, Suta is known for creating high-quality videos that capture the essence of their products. However, this immersive experience was only confined to their social channels. The website — their primary point of sale — was missing this engagement-driven shopping experience entirely.

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.

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.

Conclusion

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.