In its second-largest acquisition, Amazon buys the company for $970 million.
Consumers can purchase items directly from the videos.
Adding product videos to its web site has led to increased site traffic and consumer browsing time for Airgun Depot.
The online retailer of airguns and airgun accessories began adding videos about three years ago, using a video player from Buystream.tv. Since then, Airgun Depot says its page views have increased 95%, the number of unique visitors has increased 89% and the time spent on the retailer’s web pages has increased 185%. The retailer did not provide specific figures.
The retailer today displays at least 15 videos that consumers can view to learn more about the airguns for sale. A red “Buy Now” tab at the lower right hand corner of the videos enables shoppers to see item prices and put the guns into shopping carts for purchase.
“The video players are all synced up with Airgundepot's product catalog and shopping cart. A viewer is able to select multiple products from a menu inside the video,” says Mark Thomas, CEO of Buystream. “That information is then sent from the video player to the shopping cart, adding the items and taking the viewer to the store's checkout page.”
Thomas says retailers such as Airgundepot can embed their videos on a blog and still offer shopping from the video. “That effectively creates a mini-storefront wherever the video is embedded,” he says.
To enable consumers to shop from videos and integrate the shopping cart function into the video, the vendor needed the retailer’s XML product feed and shopping cart URL. “The URL must accept multiple parameters so that multiple items may be purchased through the video,” Thomas says. “Creating the XML is fairly simple, but sometimes a shopping cart needs to be coded to accept parameters such as quantity and SKUs.”