More Retailers Turn Videos Into Direct Sales Channels

Buying products from inside a video isn't a new concept — YouTube introduced a click-to-buy feature in January 2009 — but more online retailers are experimenting with interactive video sales as the interfaces improve and touchscreens become ubiquitous. Shoppable video is growing up. But without compelling statistics to back up its efficacy, it still has a ways to go. In the past year, 39 department stores produced and released at least one shoppable video, including Sears, Kohl's and Mr. Porter, according to business intelligence service L2.