Over the past decade, both e-commerce and online video consumption have experienced significant growth, fundamentally reshaping how consumers discover, evaluate, and purchase products. As digital shopping matures, video has emerged as a critical tool for brands seeking to engage customers, increase conversion rates, and reduce friction in the buyer journey. This paper explores the five-year growth trends in e-commerce and video consumption, presents a comparative analysis, and examines three published case studies that demonstrate how video content directly improves sales outcomes.

Five-Year Growth Trend: E-commerce vs. Video Consumption

To understand the relationship between video and e-commerce, it is essential to examine their respective growth trajectories. The chart below visualizes the annual growth rates for global e-commerce and video consumption from 2022 to 2028:

[5-Year Growth Trend: E-commerce & Video Consumption]

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Analysis of the Growth Trends:

E-commerce Growth:

The annual growth rate for e-commerce has remained robust but is gradually decelerating, from 6.0% in 2022 to a projected 6.9% in 2028. Despite this slight slowdown, global retail e-commerce sales are expected to approach $8 trillion by 2028, reflecting a 31% increase over the period.

Video Consumption Growth:

In contrast, video consumption growth is accelerating rapidly, with annual rates rising from 10% in 2022 to an estimated 40% by 2028. Video now accounts for over 82% of all internet traffic, up from 73% before the pandemic. The average internet user watches 84 minutes of online video daily, a significant leap from just 15 minutes a decade ago.

Key Takeaway:

While e-commerce continues to expand, the surge in video consumption is outpacing it by a wide margin. This divergence highlights the growing importance of video as a medium for influencing consumer behavior and driving online sales.

The Mechanisms: Why Video Drives Sales

Engagement and Immersion:

Video combines visuals, audio, and motion to create an immersive experience, capturing attention more effectively than static images or text. This is particularly valuable in a digital landscape where attention spans are shrinking and competition for consumer focus is fierce.

Product Demonstration and Trust:

Videos allow brands to showcase products in action, answer common questions, and provide authentic customer testimonials. This transparency helps consumers make informed decisions, reducing uncertainty and increasing purchase confidence.

Interactivity and Shoppability:

Modern video commerce tools enable viewers to purchase products directly from within videos, creating a seamless path from discovery to conversion. Interactive and shoppable videos have been shown to increase conversion rates by up to 70% compared to non-interactive formats.

Personalization and Analytics:

Advanced video platforms use algorithms to personalize content recommendations, further increasing relevance and engagement. Detailed analytics enable brands to optimize their video strategies for maximum impact.

Case Studies: How Video Improves Sales

Case Study 1:  Shoppable Video Drives Conversion for ASOS

Brand: ASOS (Fashion E-commerce)
What They Did: ASOS, a leading global fashion retailer, integrated shoppable video content directly into its product pages and mobile app. Using “See My Fit” and “Style Match” video features, shoppers could watch models wearing outfits and click on items within the video to add them to their cart.

Results:

  • Conversion Rate Increase: ASOS reported that interactive and shoppable videos increased conversion rates by up to 50% compared to static images and non-interactive formats.

  • Average Order Value: Customers who engaged with video content spent more time on site and had a higher average order value.

  • Reduced Returns: Detailed video demonstrations of fit and style led to a measurable reduction in return rates, as customers had clearer expectations before purchasing.

Key Insight:

Shoppable video bridges the gap between inspiration and purchase, streamlining the buying journey and increasing both sales and customer satisfaction.

Case Study 2: Live Video Commerce in Electronics with Best Buy Canada

Brand: Best Buy Canada
What They Did: In 2021, Best Buy Canada launched “Best Buy Live,” a series of live video shopping events featuring product demonstrations, Q&A sessions, and exclusive deals. Viewers could watch experts showcase electronics and ask questions in real time, with direct links to purchase featured products.

Results:

  • Engagement: Live sessions attracted thousands of concurrent viewers, with average watch times exceeding 10 minutes.

  • Sales Impact: Products featured during live streams saw a 35% higher sell-through rate compared to those promoted via traditional banners or static ads.

  • Customer Feedback: Post-event surveys indicated that viewers felt more confident in their purchases after seeing products in action and having their questions addressed live.

Key Insight:
Live video commerce leverages urgency, interactivity, and real-time engagement to drive immediate sales and build trust.

Case Study 3: User-Generated Video Reviews Boosting Sales for Sephora

Brand: Sephora (Global Beauty Retailer)
What They Did: Sephora encouraged customers to upload video reviews and tutorials using its products. These user-generated videos were featured on product pages and across social media, providing authentic peer feedback.

Results:

  • Conversion Uplift: Sephora reported that product pages with video reviews saw conversion rates increase by 20–30% over those with text reviews alone.

  • Authenticity: Surveys showed that shoppers cited real customer videos as a primary factor in their purchase decision, valuing authenticity and relatable experiences.

  • Community Building: The initiative fostered a sense of community and brand loyalty, leading to increased repeat purchases.

Key Insight:

User-generated video content provides social proof and authenticity, which are powerful drivers of conversion in categories where trust and demonstration matter.

Publisher Becoming Retailers

The Publisher Advantage in Video Commerce

Publishers possess unique assets that position them ideally to capitalize on the video commerce boom:

  • Established Audience Trust: Publishers have cultivated relationships with readers who trust their recommendations and content.

  • Content Creation Expertise: Many publishers already have the infrastructure and talent to produce high-quality video content.

  • SEO Authority: Established publishers have built-in search engine optimization that gives their content priority in discovery.

  • First-Party Data: Publishers own valuable audience insights that can drive personalized shopping experiences.

Why Publishers Are Entering Video Commerce

The financial opportunity is substantial and growing rapidly:

  • Revenue Diversification: Publisher commerce revenue grew by 42% in 2024, offering a vital alternative to declining traditional ad revenue.

  • Higher Conversion Rates: Publishers implementing shoppable video content have reported conversion rates 2.2x higher than traditional affiliate links.

  • Increased Order Values: Publishers with sophisticated commerce operations have seen average order values increase by 35% when combining editorial content with direct shopping capabilities.

  • Industry Transformation: The fusion of content and commerce is creating a new business model that promises to revitalize profitability for media companies.

Strategies for Publishers to Capture the Market

1. Integrate AI-Driven Contextual Commerce

Publishers can leverage AI technologies to embed relevant product recommendations and affiliate links within content based on user behavior and context. Tools like GumGum, StackCommerce, and Sovrn AI shopping galleries can automate this process while maintaining editorial integrity.

2. Develop Shoppable Video Platforms

Implementing platforms like Firework enables publishers to make their video content directly shoppable. This strategy is particularly effective for lifestyle, fashion, and tech content where products can be naturally showcased.

3. Launch Live Shopping Experiences

The Complex-NTWRK partnership demonstrates how publishers can blend cultural influence with live stream shopping to create compelling commerce experiences. This approach extends beyond traditional e-commerce by incorporating entertainment and cultural elements.

  1. Create Multi-Platform Video Strategies

Publishers who implement integrated, multi-platform video packages have reported 30% higher engagement rates than single-platform offerings. This approach allows publishers to reach consumers wherever they consume content.

Leverage Editorial Authority for Product Recommendations

Publishers can utilize their position as trusted voices to provide authentic product recommendations through video demonstrations, positioning themselves as valuable intermediaries between consumers and brands.

Implementation Roadmap

  1. Audit Current Assets: Evaluate existing content, audience data, and video production capabilities.

  2. Select Appropriate Technology Partners: Choose platforms that align with audience preferences and content style.

  3. Develop Editorial Guidelines: Establish clear boundaries between editorial and commercial content to maintain trust.

  4. Test Multiple Formats: Experiment with shoppable videos, live streaming, and user-generated content to identify what resonates.

  5. Analyze Performance: Monitor key metrics including conversion rates, engagement, and revenue to continuously optimize strategy.

By embracing video commerce, publishers can transform from content creators to retail powerhouses, creating a cohesive ecosystem where audiences can seamlessly move from engagement to purchase. This evolution represents not just a new revenue stream but a fundamental reimagining of the publisher business model for the digital age.

Conclusion: The Future of Video-Driven E-commerce

The evidence is undeniable: video has rapidly evolved from a supplementary marketing tool to the central engine driving e-commerce growth. As consumers increasingly favor immersive, interactive, and authentic content, video’s ability to engage, inform, and inspire trust has set a new standard for the digital shopping experience.

Brands and publishers that have embraced shoppable videos, live commerce events, and user-generated content are not only seeing higher conversion rates and order values-they are also building stronger communities and reducing friction across the buyer journey. The case studies of ASOS, Best Buy Canada, and Sephora clearly illustrate how innovative video strategies can directly translate into measurable sales and lasting customer loyalty.

Moreover, the rise of publishers as retail platforms signals a broader industry shift: content and commerce are converging, creating new opportunities for those who can seamlessly blend editorial authority with retail functionality. By leveraging their unique assets-trusted audiences, production expertise, and data insights-publishers are well-positioned to lead this transformation.

Looking ahead, the path is clear. To thrive in the next era of digital commerce, brands and publishers must:

  • Invest in interactive and shoppable video experiences that make discovery and purchase seamless.

  • Empower communities through authentic, user-generated content that builds trust and credibility.

  • Adopt data-driven, multi-platform video strategies to meet consumers wherever they are.

  • Continuously innovate by testing new formats and leveraging emerging technologies like AI for personalization.

In a landscape where attention is fleeting and competition is fierce, those who prioritize video-driven strategies will not only capture the eyes of consumers but also win their loyalty-and their business. The future of e-commerce belongs to those who can turn every view into a valuable, lasting relationship.