Video can have a huge impact upon e-commerce and is becoming an increasingly important trend which online retailers are going to have to consider over the next few years.
It is a little known fact that YouTube is actually considered the 2nd largest search engine in the world and now due to its easy integration with social media channels its strength and influence is growing within the online retail industry with e-commerce giants such as Amazon now incorporating both manufacture and consumer videos and reviews on their site.
This has also come off the back of the eMarketer 2010 report which states that higher conversion rates and lower abandoned shopping cart rates were seen where video was incorporated in comparison to those sites without video support. With this in mind it could be said that video can also be associated with others areas such as brand perception and consumer satisfaction.
For now video has become essential for big ticket items with product demonstration and review videos becoming a major part of the decision making process. However, with major brands such as Amazon, QVC and Oversocked leading the way it will only be a matter of time before video integration will be essential for all areas of online retail and e-commerce sites.