Video Increasingly Important for Online Purchase Decisions, New Study Confirms

Growing Demand for E-Commerce Video Highlighted in 2016 Omnichannel Outlook

AUSTIN, Texas--()--Invodo, the visual commerce experts, today announced the release of 2016 Omnichannel Outlook: Why Online Shoppers Want Video. This in-depth report, based on research conducted by the e-tailing group, details how and why video has become an integral part of omni-channel shopping.

“Product video is no longer just an option; it’s a necessity,” said Fred Waugh, VP of marketing, Invodo. “An overwhelming majority of shoppers want product video. In fact, more than half of the study’s participants said they would forgo a purchase and leave a site if videos were not available.”

Other topics from 2016 Omnichannel Outlook include:

  • Product Video Can Distinguish Independent Retailers from Amazon
    Nearly one-third of respondents indicated they were more likely to shop on a website other than Amazon when more videos were included.
  • Product Video Location Matters
    Shoppers were more inclined to watch a video on a product page than any other online location.
  • Video Benefits a Variety of Product Categories
    Video proved particularly beneficial for expensive or complex product categories, such as consumer electronics, home, and automotive products.
  • Product Video Matters to Mobile Commerce
    Nearly 70 percent of shoppers agreed mobile videos allow for spur-of-the-moment shopping.
  • Product Video Fuels Omni-Channel Shopping
    Videos impact brick-and-mortar sales, as seven out of 10 respondents said they count on videos to make in-store experiences more productive.

For more information, download 2016 Omnichannel Outlook: Why Online Shoppers Want Video here:

Report Methodology

2016 Omnichannel Outlook: Why Online Shoppers Want Video is based on the results of a survey conducted by the e-tailing group in April 2016. Approximately 1,000 respondents completed the survey online.

About Invodo

Invodo helps leading retailers and brands turn online shoppers into buyers. Invodo works with clients to plan, create and publish video and other rich interactive content across thousands of products, resulting in more compelling consumer experiences and higher conversion rates. Invodo's comprehensive services and data-driven technology solutions have influenced over 53 million purchase decisions for more than 100 of the world’s largest brands and retailers. Invodo is a privately-held company and is headquartered in Austin, Texas. Learn more at or follow the company at The Invodo Blog, @invodo, and

About the e-tailing group

The e-tailing group is a niche e-commerce consultancy that provides international brands and retailers with strategy, technology and interactive marketing services. A division of Astound Commerce, the e-tailing group offers a broad set of technology, digital and e-business solutions across multiple industry-leading platforms. The e-tailing group is a privately-held company and is headquartered in Chicago, IL. Find out more at or follow the company at @etailinggroup.


Fred Waugh, 512-279-4800


Fred Waugh, 512-279-4800