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Short Video Platforms Increasingly Attractive To Sellers

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In a recent article, technology-focused venture capital firm Andreessem Horowitz has emphasized the importance of video to ecommerce.

A blog post on the firm's website states: “it has become increasingly clear that short video clips are the future of e-commerce,” adding, “Soon we will think of video apps as a platform not only for entertainment, but for retail."

Video-friendly social media platforms such as TikTok, YouTube and Instagram are proving highly attractive to sellers, prompting Andreessem Horowitz to suggest that they are the “future of ecommerce.”

The article discusses that manufacturers and individuals are increasingly using social media video sharing to sell directly to consumers, and Horowitz believes that there is more to come, stating: "In the future, as more apps become super-apps, ‘click to purchase’ will be ubiquitous. But the potential of short video extends far beyond straightforward transactions into the marketing and discovery phase, showcasing craftsmanship, tutorials, and product tests, and more." 

The head of Instagram has spoken about his long-term ambitions to develop the retail aspects of the platform and TikTok recently confirmed its intention to allow shoppable links within videos. Alibaba’s Taobao platform already offers this functionality, with 42% of product pages featuring videos or live streaming.  Horowitz describes this as effectively providing “compulsively watchable commercials – with a direct link to buy”.

Source : Insight DIY Team

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11 December 2019

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