Dive Brief:

• As e-commerce companies experiment with shoppable videos, Wish's parent company unveiled a Wish Clips feature, a new shoppable video tool that lets users view product details and purchase products showcased in 5- to 30-second videos, the company announced on Tuesday.
• With the Wish Clips tool, sellers can monitor the sales performance of their videos. The company said it plans to add more metrics over time, including customer likes and watch time, and improve the user interface.
• The feature is now available for Android users in the U.S., Canada, Germany and six other countries, but Wish said it plans to introduce it to iOS users in April. The company will release more products and features this year to allow merchants to showcase products.

Dive Insight:

In its announcement on the new Wish Clips tool, the company said the feature is part of its user experience enhancement and seller support strategy.

"Discovery commerce is the future, and we are deepening our investment into new products and user-centric features to bring that element of discovery to life," Tarun Jain, chief product officer at Wish, said in a statement. "For users, Wish Clips helps them better visualize the product and enjoy a more immersive, interactive experience. For merchants, Wish Clips provides a great opportunity to showcase their brand's personality and style, while driving product discovery within a native shopping experience."

Social media platforms and retailers like YouTube, Pinterest and Wayfair have also introduced video commerce tools as the purchasing method catches on. Virtual shopping startup Hero, now a subsidiary of buy now, pay later platform Klarna, launched its Stories feature last June to let brands make short shoppable videos highlighting products in their online stores.

Meanwhile, Wish has recently filled out its C-suite with a slate of new execs.

Just this month, the e-commerce platform appointed Vijay Talwar, a former Foot Locker executive, to serve as its new CEO. Over the summer and fall last year, the company made three major executive appointments, naming a chief financial officer, a chief technology officer and a chief product officer.

The e-commerce platform is also working to improve the experience on its marketplace. In November, Wish debuted the Wish Standards program, which imposed multiple quality assurance standards and offered incentives to participating merchants for adhering to them.