Shoppable video is poised for stardom. Expected to soon become one of advertising’s fastest growing categories, the format is already gaining sizeable investment; with marketing spend climbing by 40% this year in the US alone, up from 33% in 2019.

Much of this meteoric rise is due to the recent ecommerce boom. Amid rapid acceleration in online purchasing — now accounting for 16.4% of all global sales — the blend of commerce and content that shoppable media provides has...