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A shoppable story is a type of interactive content that combines elements of storytelling with an e-commerce shopping experience. It is designed to engage customers, drive purchases, and increase loyalty by providing a more immersive buying journey. Shoppable stories enable e-commerce businesses to create more relevant content for their buyers, by telling an engaging story that leads directly to the purchase page. By using this format, businesses can decrease the buyers' journey, as customers can navigate from the story to the product page and checkout without interruption. 

Shoppable stories can be created as short videos, interactive images, or even in-app experiences such as augmented reality. They can include product images, customer reviews, and even links to social media accounts that can help to increase brand awareness. By providing shoppers with content that is both interesting and informative, shoppable stories can help to improve customer engagement and loyalty. 

Additionally, they can be used to target specific customers, by providing content tailored to their interests and needs. 

Shoppable stories are a great way for e-commerce businesses to reduce the buyers' journey, while providing more relevant content to their customers. By engaging customers in an immersive experience, businesses can increase sales, loyalty, and brand awareness.

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