The Video-First Future of Ecommerce

#News(General) [ via IoTGroup ]

Headings…
The Video-First Future of Ecommerce
Authentic farm to table
Product testing in action
Fashion as entertainment
Click-to-buy unboxing
Showcasing the craft behind the product
Food as a lifestyle brand
Short-form tutorials
AI-driven impulse buys
The power of short video

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In the future, we’re all going to be shopping on video apps like TikTok. Whether you’re buying instant noodles or high-end sweaters, it has become increasingly clear that short video clips are the future of ecommerce.
But for most creators, that amounts to a meager living: a 2018 report found that the top 3 percent of video creators accounted for nearly 90 percent of total views on YouTube.
Now, through the rise of short-form video content platforms like TikTok, Instagram, YouTube, and Pinterest, we are entering a new era of native ecommerce.
Soon we will think of video apps as a platform not only for entertainment, but for retail.
On Taobao, China’s largest ecommerce platform, 42 percent of product pages already include short videos and live streaming is growing quickly.
Thus, it’s no surprise that short video apps are the next frontier for ecommerce in the US, fueled by the rise of native shops and integrations with popular third-party platforms.
(We’re likely to see more video being incorporated into Amazon’s product pages and other shopping pages, as well.) Here are some examples of how brands are leveraging short video entertainment apps for commerce in China.
By contrast, discovery-driven video platforms like Douyin (the Chinese version of TikTok) and Kwai have one simple rule for acquiring an audience: be entertaining.
There are an infinite number of ways to sell products through short video.
The following seller films tutorials to promote his photography books, essentially using short video to build trust in his products.
Rather than displaying the product, these videos showcase the book’s value in action.
Purchases on traditional ecommerce platforms rely on user intent—customers typically search for a product and select one of the top results.
As evidenced by Chinese platforms like Taobao, Kwai, and Douyin, video apps present a compelling alternative to monetize content, sell products, and reach viewers directly

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