E-commerce: Emerging Trends to Act On

* Video that sells: “Although the Web is feature rich, it lacks the touch and feel of a retail store, or the demonstrable aspects of a television program,” Heratti said. His solution to this problem has been to add video to IAC’s e-commerce sites. It’s a natural fit on the Home Shopping Network’s Web site (HSN.com), but video that demonstrates product use in a home setting has been used on luxury home goods cataloger Frontgate’s site as well.
While many consumers still surf the Web with a slow dial-up connection, Herrati noted that broadband penetration has reached 50 percent, suggesting that online video is more accessible than ever.