November 27, 2012, 12:56 PM Shopping via video combines e-commerce with video and a thoughtful product selection.

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Fashion, beauty and home products e-retailer aims to reshape online shopping by combining e-commerce with video and a thoughtful product selection, says co-founder Diana Williams. The site displays a brief top and bottom navigation bar, but most of the home page is dominated by large images and two videos playing at once. If a shopper clicks on the video with a popcorn cooking demonstration, for example, she is taken to a product page, where the video continues, now with sound. Shoppers are able to purchase products directly on the video page, like the $36 popcorn-making kit or the $12 kernels. They can also share the video on social networks or sign-in with their Facebook accounts to make comments. The merchant loads two to three videos per day that feature staff experts on food, beauty and style. “Our goal is to transform the way people shop through the power of video,” she says.


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