What To Look For In An SEO Friendly eCommerce Platform

What To Look For In An SEO Friendly eCommerce Platform


From new recipes to new cars, settling a debate or discovering a new brand, whatever you’re looking for online, most searches start with a Google. It’s so important for retailers to find an SEO friendly eCommerce platform to help them rank and stand out from the competition. 

With so much choice out there, shoppers don’t just log on and go directly to a brand’s website. According to statistics from Google, 9 out of 10 shoppers are not certain of the brand they want to buy from when they begin searching online. This means there’s a huge opportunity for retailers. 

Shoppers are savvier than ever and will shop around for brands that meet their expectations on things like price, sustainability, and delivery options. Google is the most popular way for shoppers to find retailers that fit their requirements. Using an SEO friendly eCommerce platform puts you in a much better position to target these customers and their preferences.

SEO is super important for retailers selling online. Having the right optimisation in place on your website will help you rank higher for what you want your business to be found for. It also helps target users on specific queries and unique selling points, like sustainable clothing or next day delivery. 

If you’re not entirely sure where to start, we’ve put together some of the features you should look for in an SEO friendly eCommerce platform. 


  1. SEO friendly URLs 
  2. 301 redirects 
  3. SEO friendly navigation 
  4. Automated XML sitemaps 
  5. Titles and meta descriptions 
  6. Custom landing pages 
  7. Blogging 
  8. Super-fast websites 
  9. Alt tag editing 
  10. Specification details

SEO friendly URLs 

Whilst on the subject of domains, it’s also important to be able to edit and optimise your URLs for SEO. This means your platform should allow you to use keyword-rich URLs like /blue-tapered-trousers rather than /product-id-815

Set up 301 redirects 

This is especially important for any SEO friendly eCommerce platform to allow you to do. You’ll find yourself often deleting pages as products go out of stock, or new lines come in. Setting up 301 redirects means you can direct traffic from these old URLs to new product pages. 

Automated XML sitemaps 

Automated XML sitemaps let Google crawl your site more quickly which helps improve indexing speed and rankings. An SEO friendly eCommerce platform will do this for you automatically when updates to your website are made so that the most up to date version is available for Google to crawl. 

Make sure you have the ability to update sitemap priorities, where you can mark specific pages as a priority for Google to crawl and index. This works well for exclusives and other landing pages that may change often. Google is always working to prioritise your new and content that undergoes frequent edits.

Editing page titles and meta descriptions 

Your eCommerce platform should offer you the ability to edit page titles and meta descriptions for all pages. This includes landing pages, category and product pages. Keyword-rich page titles and descriptions will help you rank higher for specific search terms and phrases on the search engine results page.

Custom landing pages 

Using an eCommerce platform that allows you to create custom landing pages will benefit your SEO greatly. This allows you to use the research from things like the above Google Analytics capabilities and feed into your website’s pages. Target specific keywords and audience segments based on popular searches and your unique selling points that people may be searching for. 


Content marketing is extremely effective and works across industries. A blog helps add value to your customers whether that’s through entertaining pieces, educational resources, or product support guides. At the same time, a blog helps boost SEO efforts, which is why it’s really important to find an eCommerce platform that allows you to publish a blog. Look for additional features such as a comments section, RSS feed and social media sharing that all contribute to SEO rankings.

Super-fast websites 

Slow websites impact search engine rankings. For Google, user experience is the most important factor and a slow website does not give a good user experience. Make sure you find an SEO friendly eCommerce platform that is super-fast. Site speed also impacts other measurables like bounce rate and time on site, which can also indirectly impact your SEO. Use insights like these on Google analytics to identify any potential issues.

Editing alt tags 

The ability to edit your image alt tags will help your SEO and ranking in search results. Optimised images are extremely beneficial to retailers as you can use as a part of your approach to keyword targeting for the products they are displaying. This is a basic feature for an SEO friendly eCommerce platform that can make a big difference!

Adding extra specification details 

The ability to add extra specification details to product pages is a great way to improve SEO. Find a platform that doesn’t restrict this and allows you to provide certain attributes in separate fields. This makes it easy for users, and search engines, to access and understand this information.


When searching for the best eCommerce platform for your business, there are so many things to take into consideration (which you can find more of via the link!) Finding an SEO friendly eCommerce platform plays a big part in your considerations. It’s important to remember that not all eCommerce platforms are made equal, and you will need to do a lot of research on what fits best for your business. 

When it comes to finding an SEO friendly eCommerce platform, you may find that there are added costs for plugins and extensions you hadn’t considered before. The more flexible platforms are when it comes to customisation, the more benefit you will see for SEO. You’ll also need to consider the role Google Analytics and tracking will play in your SEO strategy, make sure you’ve got the right tracking code on your website so you can monitor your organic performance. 


If you need help in choosing the right eCommerce platform for you, get in touch with our team today for more advice. 

What SEO features do you think are important for an eCommerce platform to have? Leave your comments below!

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Charlotte McKee
23rd January 2020

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How The Rise Of Eco-Friendly Shoppers Is Influencing Sustainable Fashion

How The Rise Of Eco-Friendly Shoppers Is Influencing Sustainable Fashion


The retail industry is currently seeing rapid growth in the popularity of eco-friendly shopping and the demand for sustainable fashion. The fashion industry isn’t always the most obvious when it comes to environmental impact. However, the UN Environment Programme revealed in a report that 10% of global carbon emissions are produced by the fashion industry. Quoting that this is “more than all international flights and maritime shipping.” A further study by the International Union for Conservation of Nature tells us that 35% of all microplastics in our oceans are produced by washing synthetic clothing in our laundry. 

As people are becoming more aware of the very real impacts of climate change and the social impact of clothing production on communities around the world, they’re seeking out a more sustainable way of life. This means changing core shopping habits. Opting for sustainable fashion, ethical sourcing of materials, upcycling and recycling furniture, plant-based foods, and cruelty-free beauty to name a few. The global fashion search platform Lyst saw a huge 47% increase in sustainability-related keywords in user searches. Things like, ‘vegan leather’, ‘organic cotton’ and ‘econyl’ were the most popular.

Increase in demand for sustainable fashion 

Shoppers, especially younger generations, want to spend their money with retailers whose brand values mirror their own personal views. This means socially conscious, ethical, organic, natural and sustainable. 

With increasing consumer demand naturally comes changes to how retailers produce and market their products and brands. We’re seeing a sharp rise in the introduction of smaller ethical retailers into the industry which has had a clear effect on larger brands to make changes too. Big names in fashion like ASOS, Prada, Stella McCartney and Doc Martens’ vegan range to name a few are making changes to their packaging, production and materials. 

The competitive landscape of fashion retail is shifting away from trying to best one another on low prices and affordability to how sustainable and socially conscious you are. 

Highlights in sustainable fashion 

Let’s take a look at some recent sustainable fashion highlights from the big names in the industry.  


  • ASOS is rolling out new 100% recyclable bags in 2020. They are made from 65% recycled materials (up from the current 25%). They also introduced a responsibility edit, allowing users to filter and refine search results for sustainable garments. 


  • Prada sign a £43m deal with a financial services company for a 5-year sustainability loan in order to meet three eco-friendly objectives. Using sustainable material Re-Nylon, environmentally friendly designed stores and staff working requirements.


  • As a lifelong advocate for animal rights, Stella McCartney’s fashion lines have always been ahead of the curve when it comes to environmental friendliness. She’s rpartnering with Adidas to create a bio-fabric tennis dress made of vegan spider-silk. The material is created by tech startup Bolt Threads who make the completely biodegradable yarn from yeast.  She also works with Bolt Threads on other projects, such as mushroom leather. This can be dyed using tea – creating beautiful handbags free from animal derivatives and harmful dyeing agents. 


  • More fashion houses ditch the fur. The past couple of years has seen the likes of Gucci, Versace, and Armani leave fur behind in favour of more ethical products. 


  • H&M run a global Garment Collection programme that allows customers to bring in bags of clothing (not just H&M brands) for recycling. The incentive is a £5 voucher to use on your next shop. They also sell a sustainable clothing range. 

How you can make an impact 

It can seem a big job to embark on a more sustainable journey for your business. However, it’s important to remember that even small, easier to implement changes can make a big difference. 

Focus on recyclable packaging 

Since we’re all becoming more aware of the horrors of plastic pollution, consumers are wanting more sustainable alternatives when it comes to packaging. Replace plastic where you can with recyclable alternatives. Don’t feel like you have to go 100% plastic-free straight away. Start by making small changes where you can and your customers are bound to appreciate it! It’s also a great selling point and differentiator for your brand against competitors. 


Sustainable brand story

Shoppers are really doing their homework on brands now, and those with strong ethical and eco-friendly brand values are extremely popular. Use content to highlight how your brand is helping the environment and what measures you take in supporting sustainable fashion efforts. Not only does this convey your message, but will show customers exactly what they will be contributing towards by shopping with you. 


Help charitable causes 

Brands and retailers are finding they need to be a part of the bigger conversation as well as the solution, like the recent movement of both large and independent retailers finding innovative ways to raise money for the Australian wildfires. Not only are acts like this morally good, but also good for business. Many retailers are finding the more ethical and sustainable their business is, the more new shoppers they’re attracting. 


Think about the materials 

Potentially one of the harder to implement is re-evaluating where your products are sourced, what materials they’re made of and how they’re made. A survey by Nosto says that 73% of respondents consider using renewable and recyclable materials as an important area for fashion companies to focus on. If you already do sell sustainable clothing, make sure you label these clearly so that shoppers are aware. 

For a comprehensive look at how to make your eCommerce store environmentally friendly, be sure to check out this blog post

Final thoughts 

The desire for sustainable fashion amongst consumers is much more than a passing trend. As more shoppers are actively spending more with ethical and sustainable retailers, making small steps in this direction is not something you should sleep on.  We’d love to know your thoughts on sustainability in fashion too – share them in the comments below! 

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Charlotte McKee
21st January 2020

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How To Pick The Best eCommerce Platform For Your Business

How To Pick The Best eCommerce Platform For Your Business


Choosing the best eCommerce platform for your business is one of the most important decisions you’re going to have to make. Using the right eCommerce software to support your business is fundamental to your success. Getting this wrong can cause issues and disrupt your entire operation. 

We’re going to go through a few pointers and equip you with the knowledge to help you with the decision-making process. Deciding on an eCommerce platform that works for you and helps you grow, scaling with you at the same time is something that you simply can’t afford to get wrong.

You may be thinking it’s best to opt for the most well-known name in eCommerce software, but popularity is not always a good indicator. It’s not about what company has the biggest or best market share, but what’s best for YOUR business. It isn’t an easy decision to make, we get that, so you need to really think about what your business needs, and what functionality and support you need from your software provider in order to fulfil those objectives and meet your goals. 

Many retailers are still using legacy systems and old inhouse builds that are very limited and clunky. Typically they’re not scalable or flexible with your business needs. Today, there are many specialised options out there on the market for you to choose from but these are very fragmented in functionality. Many rely on different plugins and systems to work for all parts of retail businesses; expensive add-ons and extensions for basic things that end up costing you excessive amounts to be running a basic level of functionality. 


Let’s take a look at some of the most important things you need to consider when picking the best eCommerce platform for your business including a checklist. Jump to checklist.

Will it help you achieve your goals?

Your new eCommerce platform needs to deliver on your business objectives and goals. If it doesn’t meet these basic requirements and enable you to do so, it’s time to look elsewhere. 


Does it fit well with yours, and your teams, level of technical knowledge?

You shouldn’t have to be a top-level developer in order to use your eCommerce platform. It’s not ideal if it takes a lot of specialised knowledge to navigate. Your platform needs to work for you and be super simple to use and understand. Similarly, you need to consider all users. What teams will be using your new eCommerce platform, and what functionality do they require day-to-day? How tech-literate are they? Consider your current platform’s capabilities and the changes that will affect them by moving onto a new eCommerce platform. 


Will it scale with you as you grow?

Your eCommerce platform should be flexible and technologically advanced enough to scale with you as your business grows. 


Make sure you use a trusted vendor.

Don’t just take a company’s word for how good they are! Check out their previous work and case studies; have they successfully worked with companies in your industry? Does their technical skill meet your requirements? 


Is it SEO friendly? 

SEO is a big part of selling online, and your eCommerce platform should be SEO friendly. But beware – many platforms out there claim to be ‘SEO friendly’ without actually delivering on this. Look for things like: 


  • SEO optimised URLs, where your platform allows you to use keyword-rich URLs. For example; /white-cotton-dress rather than /productid-12345. 

  • Allow you to set up 301 redirects – particularly important in eCommerce so you can redirect traffic from your deleted product pages to new ones. 

  • Automated XML sitemaps which will let Google bots crawl your site more quickly, helping rankings. 


What are the security features? 

Check what security features are on offer to protect your site and your customer’s data. With increases in online fraud and data breaches as technology advances, it’s paramount that your data and customer data is safe and secure from hackers. So make sure you opt for an eCommerce platform that will go the distance in protecting you by actively seeking out security issues and rolling out regular security fixes. 


Does it support multiple payment options?

The payments ecosystem is ever-growing and rapidly changing. You need to keep up with the latest in payment methods for your customers to remain competitive. Make sure your eCommerce platform can facilitate multiple payment options; from the basics to digital wallets and the increasingly popular with consumers, buy now pay later options. If you trade abroad or want to expand to international selling, you also need to consider your next eCommerce platform’s capabilities when it comes to trading overseas like local currency payment options. 


What reporting tools does it offer?

With anything that supports your eCommerce function, you need great reporting tools that enable you to track performance. Most platforms do have this functionality. However, you need one that is both easy to use and understand, where you can create customisable reports that are tailored to your business. This will help you gain better insights into the data and real business impact. 


Are there any hidden costs? 

Finally, you need to consider the costs beyond the initial set up and migration. Find out about any hidden fees that might come up, what it will cost you month to month, server storage costs and plugin costs. These things are easy to overlook and often end up as rather unpleasant surprises further down the road. Cheaper options aren’t always what they seem and you can often find costs really rising over time. 



Questions to ask when choosing the best eCommerce platform for your business. 


  • Will it help you achieve your goals? 
  • Does it fit well with your level of technical knowledge? 
  • Will it scale with you as you grow? 
  • Are they a trusted and experienced vendor? 
  • Is the platform SEO friendly? 
  • What security features does the platform offer?
  • Does it support multiple payment options?
  • What are the reporting features? 
  • Are the costs in line with your budget? 
  • What ongoing costs will you incur?  


There’s a lot to think about when choosing an eCommerce platform isn’t there? Whatever you decide, make sure you’re futureproofing your business by choosing the best eCommerce platform for your business. One that will scale with you as you grow, support your business operations and help you achieve your goals. 

I hope our list has gone some way in helping you, if you have any questions about what eCommerce platform is best for your business and to see if Venditan Commerce is the right fit, get in touch with our team today!

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Charlotte McKee
16th January 2020

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Overcome The Most Common Payment Challenges In Retail

Overcome The Most Common Payment Challenges In Retail


The payments industry is a really exciting one and is seeing huge amounts of innovation and change. Keeping up with it all can be a hard task for retailers. Advances in technology are facilitating this fast-paced payments scene with FinTech gaining massive amounts of investment and growth right now.  A report by Whitecap and The Department for International Trade estimates there are over 1600 FinTech firms in the UK. This is forecast to more than double by 2030 – many who are changing the way consumers and retailers manage their payments. 


Consumers want multiple payment options; fast, convenient, flexible payments that fit around their spending habits. It’s vital that retailers keep on top of trends in payments to keep customers happy and loyal to their business. There are a unique set of challenges that come with payments for retailers and eCommerce businesses. Let’s take a look at some of these issues and explore how to overcome them. 

Customer experience with payments 

Customer expectations are incredibly high when it comes to eCommerce experiences. It’s especially important to deliver on this when it comes to the point of conversion – payments. 

Retailers need to make sure their checkouts are not only secure but look and feel secure for the consumer. Poor design leading to lack of trust for shoppers is a big factor in cart abandonment, why would someone risk putting their card details into a site that doesn’t look secure – even if you know it is. Errors in the checkout will also lead to abandonment; slow payment processing and lack of payment options are big considerations. 

You can optimise your checkout by making sure:

  • Security measures are in place (3DSecure, encryption, SSL certificate) 
  • It’s well-designed with the user in mind 
  • Pricing is shown at all stages, including delivery costs 
  • Your site is optimised for mobile transactions 
  • Offering multiple payment options 

You may also want to show customers that payment support is available should they have any questions or concerns. 

Managing international eCommerce payments 

When expanding your business into a new, international market, figuring out your payments strategy can seem like a daunting task. Technology advances in payments help consumers pay in their own currencies, automatically working out currency conversion for you, aiding easier to manage international selling. 

It’s exciting opening up to new sales opportunities beyond your current market, however, it brings with it a new set of challenges. You need to consider things like localised payment options, tax, custom rates, currencies, restrictions and legislation and, dare I mention it?, the dreaded Brexit. 

It can end up being a confusing and costly business with all the different aspects to consider. Overcome issues with international payments by partnering with a provider who can facilitate simpler cross-border payments. This is the most hassle-free way to do this without investing too much of your valuable resources, time and money. 

Fraudulent eCommerce transactions 

It’s no secret that eCommerce is growing as more and more people opt for shopping online over the high street. The most recent figures show that in 2018, UK eCommerce sales reached a huge £688.4 billion. It’s further predicted that by 2021, 93% of UK internet users will shop online – the highest online shopping rate in Europe. This is great news for retailers selling online, but unfortunately, it’s also a great incentive for fraudsters. 

The amount of money in eCommerce is a driver for criminal activity and retailers need to be aware of the risks, and what steps to take to protect themselves and their customers from it. Merchant verification works to confirm that the cardholder is authorising the transaction taking place. This can be a complex task in online payments and is how ‘card not present’ transactions are enabling fraudulent activity. Ecommerce fraud can range from identity theft and data breaches, account takeovers and chargebacks. 

There are companies out there taking steps and using technologies to combat fraud, protecting both businesses and consumers. It’s not something for retailers to do alone, it’s vital to work with a payment provider that has the latest security and fraud prevention infrastructures in place. For example, our clients have the latest tools and systems for fraud prevention and detection in place through our partnership with Global Payments. Safeguard your business, protect your customers and your profits by implementing secure checkouts on your website; guaranteeing payment and customer data is encrypted, along with CVS and 3DSecure.

Understanding costly fees 

As eCommerce is booming – given those impressive numbers above – hopefully, so is your business. The more money you’re making, however, means the higher fees you’ll be paying. Unfortunately, they’re a part of the territory of the payments ecosystem and one that retailers tend to just put up with and leave unchallenged.

On the surface, payment processes seem pretty simple – but once a customer places an order, they set in motion a complex system of networks that work together in real-time, ensuring the transaction is as smooth as possible. The many different platforms and processes involved in this bring with them often excessively priced fees. 

You can’t avoid them, but more than likely, you can save money on them. The amount you’re paying is dependent on your sales figures, but it’s definitely worth exploring your options to see if switching providers can save you money on your fees. Find out more about how to save money on your merchant acquiring fees, or if you’re on the best rate already.

Compliance and eCommerce 

Naturally, there is a high standard to meet for compliance when it comes to processing delicate information like payment details and personal customer data. Adhering to this is imperative for retailers as data breaches are the main facilitator for fraudulent transactions. You need to consider Payment Card Industry (PCI) compliance, General Data Protection Regulation (GDPR), and security certification like SSL. If you don’t have these in place you can risk big fines and penalties. But, don’t worry, your eCommerce provider and payments providers can work to help you with these – you’re not in it alone!

Final thoughts 

Overcoming the challenges that come with eCommerce payments can seem like a mountainous responsibility, especially when you’re a smaller, independent retailer. There’s so much to think about when it comes to payments and they’re only a fraction of everything else you have to deal with when running a business! Working with the right eCommerce provider and payments provider can help. This is why we’re partnered with Global Payments so that we can pass on the great benefits to our clients – enabling them to give their customers the most secure and best possible payments experience. If you’d like further advice on how we can help your eCommerce business, get in touch with our team

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Charlotte McKee
14th January 2020

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Creative Ways You Can Use Video To Increase Sales

Creative Ways You Can Use Video To Increase Sales


Video is fast becoming the most popular form of media to be consumed online and is a powerful addition to any eCommerce strategy. According to Hubspot, 78% of people watch videos online every week, and 55% of people watch videos online every day. There’s a variety of ways you can use video to increase your sales; product videos, testimonials, demonstrations, or even to tell your brand and product’s story. The possibilities are endless, and it’s not quite as daunting as it may at first seem.

Let’s take a look at the different types of video, the benefits of using video in eCommerce, and what you need to consider when getting started.

Jump to: 

1.  Types of video

2. Where to use your video

3. The benefits of using video

4. Other considerations 

What type of video will work for you? 

Implementing every kind of video across the eCommerce marketing spectrum would be very time consuming and costly. Not to mention, it wouldn’t necessarily help you increase sales. It’s best to explore the different types of video you can use and decide which is right for your business. It depends on what you’re selling, your audience demographics and budget.

Product videos 

Product videos can help increase sales. They’re also a great addition to your product pages. It’s all about showing the customer every aspect of the product before they buy. Hubspot has also noted that 72% of customers would rather learn about a product or service by video. There’s a number of ways you can showcase your products through video. For fashion items, you could consider using a runway style video, similar to how ASOS implement video on their product pages. This helps you to easily show how the product fits, how it moves, and the quality more so than you can in a still image. 

How-to videos 

Demonstration videos that are educational and entertaining will help customers learn how to use the item. By showing off functionality you’ll not only be demonstrating why they should pick the product, but also overcoming potential objections to buying it. The Blendtec ‘Will it blend?’ videos are a brilliant example of this. They use video to show all the crazy things their blenders can blend, like iPhones and Macs – and went viral in the process. They did an amazing job in evidencing the high quality of their blenders, while also having fun and adding brand personality into the mix too… (excuse the pun!) 

You can also use reviews and feedback to shape how-to videos. Are there any common themes or problems that people may have had with what you’re selling? Help audiences overcome blocks like this by making videos about them. 

Videos that tell a story 

You can also use your videos to tell your story or the story of the product. These kinds of video really resonate with audiences. Today’s shopper is increasingly conscious about where products are from. How they’re manufactured, the materials they’re made from, workforce welfare, ethical sourcing of items – are really appealing topics to include in any product story video. The same applies if you’re considering a brand story. Highlight what drives your brand, the who, how, what and why you’re doing what you do. People are increasingly drawn to shopping with companies who have strong mission statements and are involved with social and environmental causes.

Reviews and testimonials videos 

It’s one thing for you to say how great you are. Capturing videos of other people, real customers, saying how great you are is even better. People find video testimonials to be more trustworthy than written ones, so incorporating these where possible, and if right for your business, can be a really powerful tool to help you boost conversions and sell more.

Unboxing videos 

Watching videos of people unbox deliveries and new products are incredibly popular. In fact, some people earn millions of pounds making them, pulling in huge viewing numbers. This is a great trend to jump on and incorporate into your video strategy if possible. You can reach out to relevant influencers for partnerships with this, or you can do it yourself, showing the unboxing experience. Many retailers are seeing these kinds of video boost their sales. Using memorable packaging is a fantastic way to highlight your brand here too – making it Instagrammable and something people want to share with their friends. 

Where to share your video? 

Videos are really adaptable across channels and you can promote and share them with your audience in a variety of ways.

Using video on your website 

Embedding video onto your website will help attract more people to your site.  Insivia found that websites are 53 times more likely to reach the front page of Google if it includes video. The most obvious page to include video on to boost sales is your product pages. Use video alongside high-quality photographs and excellent product descriptions.

Product pages are also a brilliant place to display social proof videos like testimonials and review videos. Create dedicated and informative landing pages about your products for the demonstration style videos where users can learn more about a product before buying. Having landing pages constructed with well-written and informative content paired with video can benefit your SEO efforts too. Bringing more people to your site, and boosting sales. 

If you’re wanting to create video content about your brand story, an ideal position is your about us page. It’ll add depth to your brand, and allows your audience to get a real feel for who you are, and your message. People buy from people so this is a brilliant technique for conveying who you are.

Email marketing and video 

Working in eCommerce, email marketing is an essential tool. Did you know that email campaigns are more likely to get higher open rates when a video is mentioned in the subject line? Hubspot has found that adding video to your emails can increase click rates by 300%. This shows it’s definitely worth including video in your email marketing strategy.

Social media video content  

Social media platform algorithms favour video content. Those posting videos are undoubtedly reaping the rewards of getting more brand awareness and engagement on these platforms. Video posts are among the most shared on social media, so if you’re looking for an extra boost, this is a great place to share your videos!

Many platforms are reliant on video; Snapchat, TikTok, Instagram and Facebook live – there are countless ways to reach your audience. In fact, 62% of people said they were more interested in a product after seeing it in a Facebook Story, according to research from Marketing Land. It’sn super simple to log on and do a live feature on Instagram and Facebook with just your phone – no fancy equipment needed. 

However, just be careful and take note on demographics here. If you’re advertising to younger groups Snapchat is relevant. However, if you’re appealing to more mature audiences consider where on social media they will be, like Facebook.

What are the benefits of using video for eCommerce? 

Boost sales

Using videos as a part of your eCommerce strategy is a great way to increase your sales. Unbounce have found that using video can increase your conversion rate by up to 80%.

Reduce returns 

Not only can video increase your sales, but also reduce returns. By providing the customer with as much information as possible on the item using video helps you reduce your returns and create a more efficient eCommerce strategy. Getting a better understanding of the product helps manage customer expectations so there are fewer reasons to return.


Most online experiences start with a quick Google. Incorporating video onto your landing and product pages is a great way to boost your SEO and open up to a huge audience. Google’s algorithm loves video, so websites using video receive higher positions and visitor numbers.

Inbound enquiries reduce 

When information is missing, customers will typically reach out to you to fill in the blanks, be that a tweet, a call or email. Videos can counteract this by offering that extra bit of clarity around the items you’re selling.

Marketing and brand awareness 

By producing super sharable and entertaining content, you’re going to boost your brand awareness as people want to share this with their friends!

Other things to consider 

What does your audience want to see?

How well do you know your audience and their buyer personalities? Use these demographics to shape the type of content, style of video you produce, and your chosen distribution channels. Take reviews and feedback into consideration too. How can you add value to the buying process while using the videos to help increase your sales?

High-quality video

Make sure you produce high-quality video. Much like images, you wouldn’t upload a pixelated, blurry or poor resolution picture for your products – so don’t do this for video.

Length of video

You don’t want to be making epics. Instead opt for short and to the point videos that the audience can consume quickly and efficiently, helping them make their buying decision easily.

Include a call to action

Decide on the action you want your audience to take – more than likely to prompt a purchase, so end your video with a direct instruction to inspire action.

Editing your video 

The right music and editing can make all the difference to your video so make sure you try out different styles and find what works and fits with your brand. Be aware of copyright issues and do your homework on where you source music from!

Final thoughts 

Once you’ve decided on the types of video you want to produce, where to share and worked it into your strategy, you’re on the right track to eCommerce video success. Get creative and express your wonderful brand personality through the videos and they’re bound to increase sales and boost brand awareness.

Are you already using video for your eCommerce marketing? We’d love to hear how it’s going for you in the comments below!

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Charlotte McKee
10th January 2020

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