For Simons, Video Commerce wasn’t about chasing the latest trend. It was about taking something they were already doing exceptionally well - engaging video content for social media - and applying it strategically to their digital business.
By bringing that content onto their e-commerce site in a shoppable, performance-optimized way, the Canadian fashion brand took another step toward a more immersive, customer-centric online shopping experience.
Challenge
Like many established retailers, Simons had built strong engagement on social platforms thanks to a steady stream of high-quality video content created by its social media team. The challenge? All that inspiration lived off-site.
Customers were discovering products, styling ideas, and brand storytelling on social media, but once they reached the Simons website, the experience was largely transactional. Valuable content wasn’t being used to support on-site discovery, product consideration, or conversion.
At the same time, the team was closely following industry research pointing to Shoppable Video as a fast-growing revenue generator. Waiting wasn’t an option.
The goal became clear: Bring social storytelling onto the website in a way that enhances the user experience, supports conversion across the funnel, and scales without compromising site performance.
Solution
Simons started simple. The first implementation of Video Commerce was a dedicated homepage section showcasing content “Seen on our social media.” This allowed the brand to repurpose existing videos and test how users engaged with video content directly on the site.
From there, the strategy quickly evolved.
Rather than treating video as a standalone feature, Simons began placing shoppable videos where they mattered most along the customer journey. The team recognized that different types of content perform best at different stages:
- On the homepage and landing pages, video plays a discovery role, and content supporting inspiration performs best.
- On category and product pages, video shifts toward product education-purposes. Highlighting quality, fit, and functionality supports the purchasing decision and leads to higher conversion rates.
These insights led to a strong focus on content diversification. Formats like “3 ways to wear a scarf” proved particularly effective, helping customers better understand how products can be styled and used, and proved far more effective than static images. For the customers, the videos made functionality tangible, increased decision confidence, and ultimately led to higher add-to-cart and conversion rates.
To support this approach, Simons also evolved how video content is produced and who appears on screen. The brand works with a mix of social media creators, in-house models filmed at Simons’ own studios, and well-known personalities from Quebec and across Canada. Content featuring these local figures has delivered particularly strong results so far, reinforcing the importance of relatability.
From a technical perspective, two things were non-negotiable for Simons, making Bambuser the optimal Video Commerce partner:
- The ability to host multiple videos on a page without impacting site speed
- Direct product tagging within videos to shorten the path from inspiration to add-to-cart and checkout
Behind the scenes, the stronger presence of video required strong cross-team alignment. Ensuring the right products, in the right colors, were available when featured in videos meant closer collaboration between content, merchandising, and e-commerce teams.
Notably, Simons didn’t rely on paid campaigns or additional marketing to promote the initiative. Video Commerce was embedded organically into the shopping journey itself.
Results
The impact was immediate and measurable.
One clear comparison comes from the homepage content block. Before implementing Bambuser, Simons used a section highlighting its latest social media posts — but this drove users off-site. After replacing it with shoppable video played directly on the website, customers could explore products and purchase in just a few clicks.
Comparing December 2025 to December 2024, Simons saw:
- A 628% increase in clicks on this homepage block
- A 1015% increase in revenue generated from the same placement
Beyond this example, Video Commerce has consistently shown strong engagement and performance, particularly on category- and product pages. Shoppable video increased watch time, encouraged exploration, and helped customers better understand styling, fit, and product value, making the buying process feel more intuitive and inspirational.
Looking to the future, Simons expects video to play an even bigger role, especially as social-first content continues to be our main source of product inspiration.
The ambition is clear: ensure website users have the same access to engaging video experiences as social audiences, fully integrated into the e-commerce journey, mimicking the daily scroll for the ultimate, modern shopping experience.
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