E-commerce has transformed the way we shop, offering unprecedented convenience and variety. However, one thing that has never changed about the online shopping experience is that it is limited to photos and texts, leaving room for consumer doubts and uncertainties. A rising technology, Video Commerce, promises to redefine this dynamic. By combining the power of videos with the practicality of e-commerce, this innovative approach is shaping the way we interact with online stores, providing an engaging, interactive and, above all, humanized experience.
The Power of Videos in E-commerce
Video consumption has grown exponentially in recent years, with people dedicating more time to this content format, especially when they are short videos (up to 1 minute). By 2023, the average weekly hours watched is expected to reach 17, demonstrating the potential of this format to engage audiences. In 2022, 66% of people were already watching videos to learn about products or brands, a number that will certainly increase in the coming years.
Increased Retention and Interactivity
The integration of videos in e-commerce significantly impacts audience retention. According to data from Widde, a Video Commerce platform, consumers spend an average of five times longer browsing an online store when watching videos. The immersive experience provided by videos arouses user interest, encouraging them to explore more products and content. The possibility of receiving suggestions and comments from customers creates a valuable interaction, establishing a sense of belonging and involvement with the brand.
Brand Value and Loyalty
The humanization of e-commerce through Video Commerce goes beyond simple interaction with products. Allowing consumers to see the team behind the store, hear testimonials from other customers and get detailed information about products creates an emotional bond between the brand and the customer. This sense of connection and trust results in a significant increase in the rate of “returning users”. Stores that previously had a 3% rate see that number rise to 9% when users watch videos.
Increase in Conversion Rate
The humanized experience of Video Commerce directly impacts the conversion rates of online stores. According to Widde, the conversion rate can be 4 to 7 times higher when videos are implemented strategically. Demonstrative and explanatory videos help consumers better understand products, overcoming trust barriers and increasing the likelihood of a purchase. The interaction and engagement provided by videos create a more personalized experience, bringing a competitive edge in a saturated market.
Video Commerce is emerging as a technology to humanize e-commerce, combining the power of videos with the practicality of online shopping. By increasing audience retention, creating a sense of belonging, strengthening the brand and boosting conversion rates, this innovative approach is shaping the future of e-commerce.
Offering a more engaging and satisfying experience for consumers, Video Commerce has the potential to become an indispensable tool for online stores, ushering in a new era of interaction and humanization in the digital world. As video consumption continues to grow and technology evolves, Video Commerce promises to be the key to lasting transformation in this market, creating a new way of connecting between brands and consumers.
*Raísa Bresolin is COO of Widde