Video conferencing has become quite valuable for those able to work from home. There is no bigger evidence than the performance of Zoom’s stock in 2020. It makes it easier for management to coordinate with staff and ensure operations runs as normal as possible. It can also improve the morale of staff in the time of social distancing. The impact of the COVID pandemic has caused managers to explore creative ways to embed video into e-commerce.

Leading the way

Some businesses have found even more creative uses for video conferencing with e-commerce. Since the start of the year, Amazon has been conducting a pilot project using video conferencing to digitise the process of screening and verifying new merchants on their site. It allows Amazon ensure merchants match their ID and the documentation supporting the applications.

So far, over 1,000 merchants in the US, Japan, China and UK have taken part in the process. The e-commerce giant is also exploring ways of expanding this to other markets which will bring its own unique set of challenges.  However, Amazon’s biometric technology is not being used to verify the identity of the applicants. Regardless, this project likely appeals to global businesses including various SME with small teams in different locations.

Now What?

What does this mean for e-commerce? Is this a glimpse into our future? The simple answer to this is Yes. By all indication we are moving swiftly past using video just for job training and interviews. Video conferencing looks set to change e-commerce and global business in ways previously unanticipated. In the post-COVID world, more companies will attempt to adopt video conferencing in their verification or interview process. This happens regardless of the findings of Amazon’s project. 

Other uses

Recently some other companies are looking more seriously into video customer support. Managers were sceptical about this method some years ago but its practicality has been revealed by COVID. In the era of video conferencing, customers seem more open to this idea than just a couple of months ago. It requires little training and makes customer service less impersonal than a phone call. This use of video has room to grow and will be adapted in many ways depending on the business. With limited options, managers are more likely to consider this option as it makes sense for certain retailers.

E-commerce AR company, NexTech has been incorporating video conferencing into its platform recently. The infernoAR platform is being used for virtual learning and virtual events. NexTech has integrated Skype and Zoom into infernoAR in recent weeks. Among other things, it allows users scan QR codes during video meetings which could be a game-changer for e-commerce. This is a potential game-changer in terms of how we start the shopping process in the future.

What next?

It is important not to forget that there are still some security concerns regarding video conferencing. Zoom and its users have quickly learnt this in the past few weeks. However it is exciting to ponder, how e-commerce giants like Shopify, and SAP incorporate video into their platforms. What about the use of processing payments? Checking clothes sizes or improving customer service? Can video be effectively adopted to improve supply chain issues for retailers? Video has already changed how HR departments conduct business. It looks set to have an even larger impact on e-commerce. DigiCommerce would surely be paying close attention and working on how to use this to bring value to our customers.