Online retailers to major news outlets have seen the light: online video. In its recently announced reshuffling of top editors, the New York Times appointed a managing editor just for the development of video—that's how important video is to its online presence.

Shoppers, online users, news consumers, and nearly all others on the Web have a hearty appetite for video. In turn, e-commerce professionals are recognizing that video is more versatile than they had imagined.

When videos first turned up on e-commerce sites, they were seen simply as a replacement for photos. Today, however, videos are recognized as valuable marketing tools for SEO and social media programs, as well as mobile commerce.

Here's how we think video will continue to make inroads in e-commerce during 2013.

1. 'Curated commerce' hearts video

Websites such as the wildly popular Pinterest have quickly attracted huge audiences by allowing users to "curate" collections of images based on their passions—everything from home décor to crafting to celebrities. The logical next step is that those sites will increase their functionality for video "pinning."

At its launch, Pinterest limited its membership to individual users, but the site announced in November 2012 that it would offer business accounts. This year is a perfect time for marketers to create Pinterest pinboards for their brands and businesses, and to take advantage of the video capabilities of other curated commerce sites.

2. Video shakes up SEO

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image of Melody King

Dr. Melody King is vice-president of sales and marketing at Treepodia, a video e-commerce platform. She can be reached at

LinkedIn: Melody King