Commerce on video in Europe: when content meets shelf space

Shopping in video feeds is rarely “drop a link and pray.” Winning formats pair watchability, aspiration, and trust signals—not just bargains.

Creators prioritize payout cadence, sample policies, and return friction; merchants care about taxonomy review and post-purchase workflows. Expect the next round of differentiation to hinge on SLA-style metrics for trust and delivery, not headline discounts.