How Video Commerce is Reshaping Customer Engagement Far Beyond Social Media

Let's face it, video is everywhere you look. With 87 percent of customers starting their product searches on e-commerce stores, the integration of interactive video content on product pages, landing pages, and throughout the online shopping experience is no longer a futuristic notion — it's becoming a fundamental expectation. The narrative around video commerce often gets stuck in the social media scroll, a limited frame that obscures its far wider potential. While shoppable social feeds have their place, fixating on them means retailers are missing out on deeper customer connections and critical direct control over the purchase journey on their own platforms. It’s time to recognize video commerce for what it truly is: a smart evolution of online selling.

For brands committed to building stronger customer connections, simplifying the buying process, and gaining direct insight into customer behavior, integrating video commerce into their own digital spaces offers a clear strategic advantage. This isn't merely a fleeting trend; it's the future of online sales.

Missed Opportunities Beyond the Social Feed

Consider this: While social shoppable video often grabs headlines, retailers frequently undervalue the power of embedding interactive video into their websites and apps. A staggering 82 percent of all internet traffic is video. By relegating their video commerce efforts primarily to social media, brands are essentially leaving valuable digital real estate underutilized, hindering their ability to gather first-party data.

Take Gymshark, for example. While the fitness apparel brand has a huge social media following, a big part of its success also comes from putting interactive workout videos and product displays right on its website and in its app. This way, Gymshark gets to shape the entire user experience, weave in purchasing options smoothly and, crucially, collect valuable data on what its customers like and how they behave.

Integrating video commerce directly on your website transcends simply showcasing products. It’s about cultivating an environment precisely tailored to your unique customer base and the specific nuances of your offerings, something the broad brush of social media can’t always achieve. Today’s sophisticated tools allow for seamless video integration, transforming static content into shoppable experiences that significantly enhance the customer journey from discovery to purchase.

Educating Retailers on the True Scope of Video Commerce

The key is educating retailers on the true scope of video commerce, demonstrating that it's far more than just another piece of social content. It's about crafting custom, engaging experiences right where your shoppers are already actively considering purchases. Brands that strategically integrate video commerce on their sites are witnessing remarkable results, including a 246 percent increase in conversion rates, a 130 percent surge in engagement, and a 38 percent uplift in repeat purchases. These aren't just vanity metrics confined to social media; these are significant boosts to key performance indicators on your digital storefront.

Video is Everywhere: Integrate it Fully

Video is completely changing how people buy and sell online. We're talking about much more than just a social media add-on. For retailers that really want to connect with their customers, here's what you should focus on:

• Integrate shoppable video directly on your website. This means embedding video players that allow customers to click and purchase products showcased within the video, without leaving your site.
• Leverage livestream shopping events. Think of it as your own virtual shopping channel. Customers can ask questions, see products in action, and buy right away, creating a fun, interactive experience.
• Utilize user-generated video content. Encourage customers to share videos of themselves using your products and feature these prominently on your site. This builds trust and provides authentic social proof.
• Personalize the video shopping experience. Use data collected from customer purchasing trends to recommend videos and products for each individual user.

Prioritizing video commerce on websites is a smart move for brands. It allows them to accelerate the path to purchase, gain invaluable data insights, and achieve substantial, sustainable growth while maintaining greater command over the entire shopping journey. This is a critical evolution that unlocks possibilities social media alone simply cannot deliver.

Unnikrshnan Kurup is the director of client consulting and strategy at Theorem, a digital marketing solutions provider.