Wirewax

Pioneer and leading provider of interactive and shoppable video technology, acquired by Vimeo to bolster its enterprise video offerings

Wirewax is a pioneering interactive video technology company that allows creators, brands, and media companies to layer clickable hotspots, overlays, and interactive elements onto video content. Founded in London, the platform enables viewers to engage directly with video — clicking on products, characters, or scenes to access additional information, purchase items, or navigate branching storylines. This transforms passive video consumption into an active, shoppable, and data-rich experience. The company has positioned itself at the intersection of video content and commerce, serving major entertainment studios, fashion brands, retailers, and media publishers. Wirewax's technology supports use cases ranging from shoppable fashion videos and interactive training content to branching narrative experiences and product demonstrations. Its analytics capabilities allow brands to understand exactly how viewers interact with video content, providing granular engagement data that traditional video metrics cannot capture. In 2021, Wirewax was acquired by Vimeo, the video hosting and software platform, as part of Vimeo's push into interactive and shoppable video. The acquisition integrated Wirewax's interactive capabilities into Vimeo's broader suite of video tools, significantly expanding Vimeo's offering for enterprise clients. Wirewax's technology has been used by major brands including Nike, ASOS, and various Hollywood studios, cementing its reputation as a leading interactive video solution in the AdTech and video commerce ecosystem.