A shoppable video is a multimedia recording that allows a user to initiate an order from within the video.
Typically, a shoppable video demonstrates a product and links to the vendor's website, where the viewer can learn more or make a purchase. More complex versions allow the viewer to order directly from within the video window.
In a non-interactive video, on the other hand, although the URL of the vendor's website might be displayed, it is not clickable, so the action requires more effort on the part of the viewer. As a result, the video is much less likely to result in a sale.
Shoppable videos are one type of interactive video.