Shoppable videos: the untapped gold mine in ecommerce retail.

Abstract

The report aims to research and analyse shoppable videos' working and their scope of scalability and implementation in the digital marketing space. It aims to identify potential use cases for shoppable videos and study their acceptance from the supply and/or demand side of the marketing process. The project focuses on the supply side of the businesses, acceptability over convenient and technologically less burdened options, challenges, and opportunities of exploration in the digital marketing space across channels. Alongside, it captures the demand side sentiments - consumer reactions to a new marketing avenue, their acceptability over conventional modes, and the change in purchase behaviour due to the introduction of shoppable videos. The research methodology equipped is two-fold which includes primary and secondary research. The secondary research would involve a literature review on shoppable videos, their usage statistics, prevalence across different consumer industries, identifying and analysing relevant KPIs such as conversion rates. Using primary research techniques, it involves understanding industry adoption practices for marketing avenues through in-depth expert interviews, and discussion with marketing decision-makers. Finally, the report evaluates the multiple use cases, the comparison between them on parameters of market success and the future scope of shoppable videos.