A new survey by retail solutions provider Stellar Global has shed light on the increasing significance of video chat in enhancing the way consumers engage with online commerce.
Gathering responses from 1000 consumers, the survey addressed a range of topics related to online shopping and the utilisation of video chat for customer support.
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The global Business-to-Consumer (B2C) eCommerce market size will be valued at $6.5tn in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 9.1% by 2026.
Retail technology is a crucial part of this growth, and the concept of online video chat for e-commerce has gained significant traction. Over half (63.1%) of the survey respondents display awareness or familiarity with the tool. This surge in visibility highlights the growing influence of the technology.
What does video chat provide for consumers?
In the realm of online support, a noteworthy 71.3% of participants disclosed their engagement with tools like live chat or virtual assistants to clarify product details and address concerns prior to making purchase choices.
Additionally, 43.7% of respondents confessed to having made online purchases without a complete grasp of the product’s features as a result of not using online commerce video chat.
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By GlobalDataFor substantial purchases online, the allure of a video chat customer assistant was evident, with 66.2% of participants expressing that this feature would significantly enhance their comfort during the decision-making process.
The significance of personalised video chat demonstrations emerged, with 64% of respondents revealing that such offerings would sway them towards purchasing from a particular brand.
Moreover, the impact of interactive support on shopping cart abandonment became clear as 60% of participants conveyed that access to an online video chat with a product expert would mitigate the likelihood of leaving their shopping carts behind.
The survey included a rating scale to gauge the utility of video chat demonstrations, with a positive trend evident. Over 50% of respondents assigned scores of 8 or higher on a scale of 1 to 10, indicating the substantial value of an interactive shopping approach.
Providing consumers with accessible and practical technologies to support their buying journey is essential, or retailers will fall victim to the ‘brand ghosting’ trend.
