KEY TAKEOUTS
- Attention is the New Battleground: Socially-driven traffic bounces 37.5% more than other traffic, making video commerce an ideal way to hold attention and reduce bounce rates (4).
- Consumers Crave Video: People spend an average of 2.5 hours daily on social media, with a strong preference for video content (1).
- Seamless Shopping Experiences Boost Conversions: Shoppable video integrates discovery with purchase, reducing friction and increasing conversion rates by up to 7% (2).
- Authenticity Builds Trust and Engagement: 78% of consumers report feeling more confident in a purchase after viewing user-generated content like reviews and testimonials (3).
As the digital landscape evolves, capturing and retaining consumer attention is more challenging—and more critical—than ever. Traditional e-commerce, focused on quick transactions, is falling short in an era where consumers seek experiences that go beyond just buying. Video commerce is emerging as a solution to this challenge, blending the convenience of online shopping with the immersive quality of social media. From shoppable videos that reduce friction in the buying journey to live-stream events that foster authenticity and trust, video commerce is reshaping how consumers discover, engage with, and purchase products. In the attention economy, brands that embrace video commerce are not only adapting to change; they’re leading the way toward a more connected, engaging future in e-commerce.
1. VIDEO CAPTURES ATTENTION IN THE ATTENTION ECONOMY
As social media reshapes how we shop, video content has become the go-to tool for capturing attention. People now spend over 2.5 hours daily on platforms like TikTok and Instagram, drawn to videos that tell stories, showcase products in action, and make everything feel alive.
So, when they land on your eCommerce site, they expect that same dopamine hit. If they don’t get it? They’re gone—no reason to stick around or come back.
This is why bringing that high-engagement experience to your site is crucial, and video commerce is the way to do it. Video content takes your site beyond static images, giving customers the interactive, story-driven experiences they crave. Engaging them longer and sparking their desire to shop more! It’s a chain reaction, backed by numbers: 97% of Gen Z now look to social media for shopping inspiration, and as a result platforms like TikTok Shop are aiming to generate $17 billion in GMV by 2024, a tenfold increase from 2023 (5).
2. SHOPPABLE VIDEO MAKES BUYING EFFORTLESS
Shoppable video provides a seamless experience that allows viewers to purchase directly from the content they’re watching. By reducing the steps from discovery to purchase, shoppable video removes the friction typically associated with online shopping, creating a smooth and satisfying journey.
The numbers speak to its effectiveness: shoppable video can increase conversion rates by up to 10% (6). This approach mirrors how consumers are already used to engaging on social platforms, where they discover products through stories and direct links. By keeping the purchase journey integrated, brands can capitalise on consumers’ buying impulses in real-time (2).
3. AUTHENTICITY IS KEY TO BUILDING TRUST
Consumers today want to feel connected to the brands they buy from, and video content is one of the most effective ways to foster this trust. User-generated content—such as reviews, customer testimonials, and influencer collaborations—offer a layer of authenticity that traditional advertising often lacks.
Shoppers are increasingly drawn to this type of content: 78% of consumers feel more confident in a purchase after seeing User-generated Content (3). Live-stream shopping takes authenticity a step further by allowing real-time interaction, allowing customers to react, comment and ask questions, ultimately helping customers feel more connected to the products and the people behind them .
4. VIDEO TURNS SHOPPING INTO AN EXPERIENCE
While traditional e-commerce is optimised for fast transactions, it lacks the experiential quality that keeps consumers engaged. Video commerce transforms passive browsing into an interactive journey, encouraging consumers to explore and engage on a deeper level.
This type of shopping experience aligns with how consumers want to shop today: not just efficiently but enjoyably. Socially-driven traffic is more likely to bounce when it lands on static product pages. By incorporating video, brands can hold customers’ attention longer, transforming product pages into dynamic spaces where shoppers want to spend time (4).
5. VIDEO COMMERCE IS THE FUTURE OF INTERACTIVE SHOPPING
As eCommerce evolves, video commerce is setting the standard for engaging, interactive shopping. In today’s attention economy, brands that can transform viewer interest into action are the ones that succeed.
Research shows that adding video to landing pages can boost conversion rates by up to 80% (7). This powerful impact comes from the unique ability of video to combine visuals, sound, and storytelling to create a compelling experience. In fact, 68% of consumers say they prefer learning about products through video—a clear sign that this format delivers the information they’re looking for in a way that resonates (8).
Plus, StoryStream’s analytics reveal that video commerce reduces bounce rates by 20% and doubles page dwell times, keeping customers engaged longer and driving them to explore further.
There are countless ways to incorporate video into your eCommerce site, each adding a fresh layer of engagement. You can create shoppable stories that feel just like social media, allowing customers to browse and buy directly from short, immersive videos. Video carousels showcase products in a swipeable series, sparking curiosity, while picture-in-picture videos keep tutorials or demos playing as shoppers explore the rest of your site. For real-time interaction, Live Video Shopping connects you with customers through Q&As and product showcases. Each of these formats brings the energy of social media to your site, making the shopping experience more inspiring, memorable, and worth coming back to.
In a digital landscape where customer attention is constantly being pulled in different directions, video commerce allows brands to cut through the noise. By delivering authentic and immersive shopping experiences, brands can capture attention and inspire action, transforming their once purely transactional site into a sought-after destination, bringing customers back for more time and time again.
REFERENCES
- Statista, Daily Time Spent on Social 2024
- SimplicityDX State of Social Commerce Report, 2024
- Bazaarvoice, Shopper Experience Index 2023
- SimplicityDX, The Cost of a Bounce, 2023
- Tech Crunch, TikTok Report, 2024
- StoryStream analytics dashboard
- Charle, Top 28 Video Marketing Statistics 2024
- Wyzowl, Video Marketing Statistics 2024
