Shoppable video can help reduce e-commerce friction | WARC | The Feed

Shoppable video – technology which allows consumers to buy featured products within an online video with only a click or swipe – may help marketers to solve the problem of abandoned shopping carts, according to OneDash CEO and Founder Rayhan Perera.

Consumers have little tolerance for friction in online shopping: 69% of e-commerce buys go uncompleted, according to Baymard Institute. By providing a faster route from inspiration to checkout, shoppable video can help marketers tackle this challenge.