Joyus, the video e-commerce startup backed by Disney’s Steamboat Ventures and Time Warner, is rolling out 12 short-form original series geared around fashion, beauty and home — programming it’s betting will drive up sales through its site.

Joyus sells more than 8,000 products, working with more than 800 merchants and brands to create videos that include links to buy the merchandise. The company splits about 50% of sales revenue with brand partners, which include L’Oreal and SuperGa, and also shares a cut with distribution partners.

Now, with the launch of original series like “Street Styl’d” (pictured above) and “People Stuff We Love,” produced in partnership with Time Inc., Joyus is aiming to drive purchases from entertainment content that isn’t specifically tied to products.

“We’re combining content and commerce,” said Joyus founder and CEO Sukhinder Singh Cassidy.

The privately held company doesn’t disclose financial figures. But Singh Cassidy said video content produces three to five times the sales-transaction rates on Joyus compared with non-video content. “Video continues to be our hero,” she said, while the site also is adding Pinterest-like image posts to provide a steady stream of content to shoppers.

Investors in Joyus, which has raised $44 million, include Steamboat, Accel Partners, Interwest, Marker and Time Warner Investments.

The 12 new series, each of which the San Jose-based startup produced in Los Angeles, are:

“Street Styl’d”: Style expert Marcellas Reynolds makes on-the-spot fashion tweaks to women he meets strolling around L.A.

“60 Second Style Swap”: Presents three great fashion looks one minute.

“The Arsenal”: A spotlight on essential items that every woman must have in her closet.

“People Stuff We Love”: People magazine’s features director Zoe Ruderman and Joyus team up to pick celeb favorites at attainable price points.

“All Figured Out”: Shopping videos featuring fashion with slimming styles.

“Mobile Marcy”: Home-organization expert Marcy McKenna offers tips on overhauling your closet, setting a table or organizing your office.

“The Fix”: Shopping videos that provide fast fixes, ranging from reducing clutter in the kitchen to reducing accessory overload.

“Smart Beauty”: A Consumer Reports-style series covering questions, concerns and benefits on all things beauty.

“Beauty Hush Hush”: Covering less-sexy beauty regimens like hair removal, callused feet and rough skin.

“Beauty Bootcamp”: Beauty trainers coach viewers with a daily dose of demos, ideas and tips.

“Fit & Fabulous”: Fitness series providing tips on workouts, athletic wear and more.

“OMJ (Oh My Joyus!)”: Shopping videos geared around special product offers available for only 72 hours.