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See-Commerce: Video-Based Ecommerce Can Help You Sell More

Posted by jtolman to on January 6th, 2014

You’ve heard of E-Commerce, M-Commerce, and even T-Commerce, but have you heard of See-Commerce?  See-Commerce combines live video and social media that takes online customer service to a whole new level.  This cutting edge, video-based commerce allows online businesses to connect face-to-face with customers through a live video feed.

This new human media is quickly becoming a very powerful and exciting tool for online businesses.  It gives online stores the ability to simulate an in-store shopping experience. Several ecommerce stores are already using See-Commerce to bring them closer to their customers than ever before.  New digital platforms are now giving customers and businesses access to conducting transactions via webcam and much more.

See-Commerce Platforms for Online Retailers

Fashion designer, Rebecca Mincoff used See-Commerce by using Google+ as a live runway for her designs. She also gave the audience the ability to purchase the items that they liked while watching.  You can watch this innovative, shoppable hangout here: Shop the Hangout.

The Google+ platform gives businesses several opportunities to attract +1s on their company page.  +1s directly correlate to a site’s performance in social search.

Google Helpouts is a See-Commerce platform that combines Google+ Hangouts with Google Wallet transactions.  It gives online businesses the ability to provide quality face-to-face customer service via webcam.  Customers can submit payment for that service directly through the video chat room.  Google Helpouts can be recorded if both parties agree.  For paid sessions, Google charges a flat 20% transaction fee.

Benefits of See-Commerce for Ecommerce Stores

The adaption of WebRTC (Web Real Time Communication) makes video customer service easier for customers to use as well as businesses to implement.  There are several benefits of see-commerce for online retailers, including:

  • One-on-one, real-time personal shopper assistance
  • Customer service reps are able to share web screens with the customer to address questions about site navigation and product location.
  • Customer reps in the company can showcase the product up-close for customers.
  • Reps can also address questions customers have about the product.
  • Video helps establish a personal connection with the customer, enabling trust and loyalty.
  • See-commerce makes the shopping experience more efficient and enjoyable for customers.

To see how this new media has changed the way people interact online, take a look at this infographic from QuickSprout:

  (Click to enlarge)

Land’s End Uses Live Video Chat for Personal Shoppers

LandsEnd.com has implemented a live video chat service, which gives shoppers access to a personal shopping assistant that they can talk and exchange messages with.

Joan Conlin, vice president of customer care service for Land’s End, said in an interview with Video-Commerce.org that having a live assistant and specialist, helping each customer-one-on-one is what really makes that personal connection with the customer.  It makes the shopping experience easier, and gives them a more effective way to see the product. “That’s the kind of service now really made possible in the Internet world,” Conlin said.

Customers and Businesses are Both Benefiting from See-Commerce

With the cutting edge technology in video commerce, businesses are able to answer any and all of customer questions that they may have.  Video commerce will keep customers from abandoning their shopping carts due to uncertainty or unanswered questions.

Customer service and personal shoppers can interact with consumers via video and actually showcase the products.  For example, a customer may want to know what size a bag might be or question the quality of the bag.  Once they speak with a customer service rep that can assure them of the quality, the customer will be more willing to purchase the product.

Mobile commerce is bigger than ever, right now. The 2013 holiday season saw over a quarter of online sales take place on mobile devices.  Video is complementary to consumers moving to mobile devices for online shopping.  It is more accessible and easier for them to watch a video rather than try and read tiny print and descriptions.

CISCO has predicted that two-thirds of the world’s mobile data traffic will be video by 2017.

Explainer Videos Can Increase E-Commerce Sales Dramatically

See-commerce can be used live or as an explainer product video.  A UK e-commerce company called GoPromotional.com experimented by creating 4,000 product videos and saw the following results:

  • a 100% increase in conversions from visitors watching videos
  • a 7.5% increase in overall conversions
  • SEO improvements

Here’s one example of a GoPromotional video:


In addition to helping businesses increase conversion rates, videos can also help reduce the number of returns.  Ice.com saw a 25% reduction in products returned after implementing video into their online strategy.

Video Really Works!

If you aren’t convinced of using video commerce in your 2014 business strategy, here are some statistics that will surely make your mind up:

1 Minute Video = 1.8 Million Words.  According to Dr. James McQuivey of Forrester Research, the value of 1 minute of video has the equivalent value of 1.8 million words or 3,600 web pages.

45.5% of Internet users view at least one video online over the course of a month. (ComScore)

100 million users view videos online each day. (ComScore)

90% of online shoppers said that they find video helpful in making shopping and buying decisions online.  (ComScore)

75% of executives told Forbes that they watch work-related videos on business websites at least once a week.  65% of those visit the business’ website after viewing a video. (Forbes)

The average user spends 16 minutes and 49 seconds watching online video ads every month. (ComScore)

Conversion on pages with videos are 160% higher than normal pages. (SwellPath)

See-Commerce for Your 2014 Marketing Strategy

80% of Internet users who recall watching a video ad on a website they visited in the past 30 days. (Online Publishers Association)

Of those, 46% took some action after viewing the ad:

  • 26% looked for more information about the subject of the video.
  • 22% visited the website named in the ad.
  • 15% visited the company represented in the video ad.
  • 12% purchased the specific product featured in the ad.

Consumers are 64% more likely to buy a product on an e-commerce retail site after watching a video.  They also stay on the site 2-minutes longer than consumers who didn’t watch a video. (ComScore)

If you are not using see-commerce in your 2014 business strategy, you will lose customers to your competitors who will.  Effective video usage will help your online business see higher engagement, click-through, and conversion rates.

Why not start using videos on your e-commerce site?  You only have conversions to gain!

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