eMarketer: Video Turns Online Apparel Shoppers Into Buyers

OCT 25, 2012 - Strategies include incorporating user-generated and product page videos

The apparel and accessories category is one of the fastest-growing segments in the retail ecommerce industry, according to a new eMarketer report, "Online Apparel Shopping: How Video Boosts Shopper Confidence and Drives Sales." eMarketer estimates online category sales will grow 20% in 2012, outpacing the 15.4% growth rate for retail ecommerce in general, with total online apparel and accessories sales reaching $41 billion.

In this growing retail category, video has emerged as a promising platform for apparel marketers looking to build online shopper confidence. Online video adds an element of "touch and feel," helping mitigate shoppers' fears that once their purchase is delivered, it may not be what they had in mind.

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