It remains notable that videos are not widely used on marketplaces as a sales tool by merchants. For many items, vehicles for instance, or anything with moving parts, a video demonstration could be a power means of converting browsers into buyers. But they are still seldom seen and that’s surprising. Why aren’t videos more widely used on online marketplaces?
It was often predicted that video would become widespread. Indeed, one prediction was that Youtube (or one of the other video social networks) would try and cash in with “v-commerce” and perhaps create a video powered marketplace. But that prediction has turned out to be wrong so far, although the idea does still have appeal.
Particularly on fashion retail sites, and often on apps, there are multiple ways of visualising the goods for sale. It’s typical to zoom in on pictures and as technology develops, such services will become more sophisticated. You can sometimes see what you will look like in a specific garment.
One of the crucial reasons is likely the time and effort it takes a merchant to create such videos. Creating multiple still images is a big enough task in itself. High quality equipment and some technical skill is required to produce videos of an appropriate quality. The kit, or the people with the kit, represent an expense. And, if you have numerous product lines, making videos could in itself turn into a very significant enterprise.
And the marketplaces don’t make it particularly easy to host or display videos, although the likes of eBay do permit it. And, unlike with photos, they don’t host them or make them a prominent part of a listing. The video itself is just shown in the main body of the listing and (specifically on the app) it might not even be visible to shoppers.
Seeing as it hasn’t become popular yet, it doesn’t seem likely that videos will start playing a prominent role in ecommerce any time soon but maybe that will change. Why don’t you use videos in your marketplace listings? (Or maybe you do?)