This edition of The D2CX Newsletter is not about influencers or performance marketing.

This one’s about shoppable videos — the Miraggio way.

Back in 2019, when Mohit Jain launched Miraggio with just a dream, ₹4 Cr in funding by friends and family, and an eye for handbags, he wasn’t chasing awards.

He was chasing attention.

And today, he’s got plenty of it.

With collections dropping every month, celebrity collaborations, a community of 30,000+ fashion lovers, and ₹29.8 Cr in FY24 revenue, Miraggio has built a brand that doesn’t just trend — it converts.

But while most D2C brands are still stuck chasing the last click, Miraggio’s figured out something far more powerful.

Make people watch. Then make it shoppable.

The Click That Changed Everything For Miraggio 👛

Let’s set the scene.

Miraggio had everything going for it: a killer product, a polished aesthetic, and a fanbase hooked on their fashion-first reels. Their videos were consistently hitting 400K+ views on Instagram.

But there was a disconnect.

Their website? Clean, sure. But static — scroll, image, add to cart.

No story. No experience. No journey from inspiration to action.

For a brand that thrived on visual appeal and styling cues, this was a missed opportunity.

What happened on Instagram, stayed on Instagram.

Until they flipped the script.

Turning Viewers Into Buyers 🔁 

Miraggio decided to bring the social magic to their website.

They didn’t reinvent the wheel. They just added something deceptively simple.

Shoppable videos.

They embedded video carousels, 360° product popups, and influencer clips — all fully shoppable.

What Change Did That Bring, You Ask?

🔹 Homepage, reimagined: Instead of static banners, new users landed on a video carousel highlighting bestselling bags and fresh drops.

🔹 Product pages with depth: Detailed try-ons, 360-degree angles, styling options — shown in short, punchy clips that loaded instantly.

🔹 Collection montages: One video, multiple bags, all tagged with “Shop Now.” Scroll, tap, buy.

🔹 Influencer clips turned conversion gold: High-engagement reels now had direct checkout CTAs. No redirect. No drop-off.

The aesthetic matched the brand. The backend was smooth. And the impact?

Instant.

✅ 10% of total revenue came from shoppable videos
✅  21,000+ engaged video sessions
✅  ~5 videos watched per user on average

Let that sink in.

Every viewer who clicked one video, watched five more.

More screen time. More product discovery. More revenue.

And all of it, on their own website — not Instagram, not YouTube, not Amazon Live.

Miraggio didn’t just “optimise content.” They rewired the shopping experience.

Why This Worked For Miraggio?

It wasn’t just about slick UI or video content.

It was about intent.

Fashion is visual. But ecommerce is flat. That’s the core tension.

Shoppable videos bridge that gap by turning passive viewers into active shoppers. And for a brand like Miraggio, where every collection is styled, modeled, and curated with intent, it’s the ultimate conversion tool.

Let’s break it down 👇

❇️ Lower bounce, higher engagement: Users spent more time exploring the site. That’s half the funnel sorted.

❇️ More context = fewer returns: Detailed product visuals mean fewer post-purchase surprises.

❇️ Real use-cases on display: “What fits in the bag?” “How big is it?” “Will it go with denim?” — all answered instantly.

❇️ Emotional storytelling meets functional checkout: That influencer reel? Now it’s a one-tap checkout journey.

Most brands make their best content for social.

Miraggio made it work for sales.

They’re not stopping here.

Miraggio now plans to scale shoppable videos across collection pages, search results, and quick commerce integrations.

And with over 160K Instagram followers, a booming community of ‘Miraggio Muses’ and strong repeat behavior, this strategy isn’t just flash — it’s foundation.

They’re beyond being just a D2C handbag brand now. They’re a fully-fledged content-commerce engine.