Recent studies have shown that growing numbers of retailers are adding video capabilities to their sites. Surveys of Fortune 500 companies also indicate a broad-scale increase in the use of video for marketing purposes. In this sense, video has gone from a luxury to a near necessity for companies seeking an edge in marketing their products. From home-goods merchants to automobile manufacturers, companies across a wide spectrum are finding ways to use video in their marketing efforts, and consumers are embracing—sometimes demanding—these changes.

Retail is a sector where online video is becoming more important for driving sales. When asked by Multichannel Merchant to identify rich media features that they used, 46% of US multichannel retailers picked video, making it the highest-ranked category in the survey. Another 42.3% of respondents said they planned to add video capability in the next year.

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