For many people, online shopping has become a way of life, offering accessibility, comfort, and freedom of choice to buy anything they want—convenience personified.
While this soaring popularity of eCommerce has benefitted shoppers in many ways, it has made the industry more competitive than ever for sellers. eCommerce brands now have to compete for shoppers’ (shrinking) attention, deliver instant value, and nudge them to place an order.
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From Inspiration to Purchase: How Shoppable Videos are Transforming eCommerce Video Marketing
The demand for video marketing has only grown bigger over the years. With 91% of businesses planning to use video as a marketing tool in 2023, one thing is clear: you need something extraordinary to stand out with your video strategy.
- Inform and engage shoppers better
One of the biggest downsides of online shopping is not knowing what the product looks or feels like in real life. This is where shoppable videos can help brands win since seven in ten customers agree that watching a product video helps them understand the product better and make an informed purchase decision.
- Minimize purchase friction
Shoppable videos offer a massive advantage to sellers struggling with high cart abandonment rates. In most cases, sellers can’t figure out the reason(s) why shoppers leave at the last minute without finishing their order. It could be a connectivity issue, a change of mind, or an extensive checkout process. There’s an 80% chance that it’s the latter.
- Leverage UGC to earn trust capital
eCommerce business owners and retailers also have the unique opportunity to build goodwill for their brands and drive conversions through shoppable videos. A surefire way to accomplish this is converting user-generated content, success stories, and customer testimonials into video content with shoppable links.
- Deliver an immersive and intuitive experience
Shoppable videos go beyond digital storefronts, static posts, and mainstream videos to replicate the in-store experience for shoppers. They get a 360-degree view of the product and see it in action to understand its dimensions, use case, functionality, and more.