More than ever, online retail leaders are embracing online video to increase conversion rates and drive results. A recent report from Forrester notes that the proportion of top 50 US online retailers offering video jumped 378% in 2009. A 2010 report from eMarketer found retailers are increasingly using video to accomplish a number of goals, including complementing product information, driving site traffic and using entertainment to build brand authority.

The Business Value of Video for eCommerce

Companies incorporating online video into their online retail strategy are already achieving results across every dimension of their eCommerce business, including:

• Increased conversion rates: Consumers who watch product videos are more likely to convert. Organizations have seen up to 200% conversion lifts as a result of online video. Warehouse UK is using video powered by Brightcove to drive sales through engaging and educational content.
• Increased average order value: Online video for retail sites increases both the average number of products and the cost of each product consumers put in their shopping carts. Organizations have experienced a 45% increase in average order value. Leading fashion retailer Thomas Pink is using Brightcove's flexible player framework to create engaging in-video calls to action.
• Increased chance of being found online & improved SEO: Many online retailers have seen a substantial increase in their organic search results after adding product videos to their websites.Companies are also finding new ways of reaching their customers by placing online video platforms on social networks like Facebook, where consumers are spending the most time online. Kmart is utilizing Brightcove's social media features to distribute shoppable videos to their Facebook fans.
• Reduced product returns: Since online video helps consumers understand products more clearly, they tend not to return them, helping reduce product returns—up to 50% in some cases—and lower the cost of merchandising. Hoover is using online video powered by Brightcove to increase customer engagement, drive conversions and limit product returns.

eCommerce Video Platform Customers

Online Video Solution Features

Brightcove Video Cloud is the leading online video platform trusted by many of the world's most recognized eCommerce companies. Whether you have a few products or thousands of SKUs, we make it easy for you to deliver high impact, shoppable video on your site to increase conversion rates and drive real results.