Online Marketplaces: 360-Degree Jewelry Product Videos
Published on: November 4, 2018
Last updated: October 17, 2020
Earlier this year in 2018, we explored 5 different online marketplaces to sell all types of jewelry. In this blog post, we revisit these 5 online marketplaces to see the progressions made with user experience, in particular with 360-degree jewelry product videos.
Before we start, we want to quickly go over the statistics. Buyers are 144% likely to add an item to their cart if they’ve seen a product video of it while others have claimed a 30% and 32% increase in sales and time spent on their websites, respectively. Besides this powerful statistic, 360-degree product videos provide benefits such as an improved online shopping experience for customers, a reduced rate of product returns for sellers, differentiation between sellers and establishes trust and confidence between buyers and sellers.
Therefore it is in the best interest for an online marketplace to allow for 360-degree product photography to be included as part of a product listing.
Truefacet is a New York-based second-hand luxury jewelry marketplace that provides an honest authentication process where sellers can list their products or utilize Truefacet’s concierge service.
Trufacet’s listing service is limited to 4 product shots – front, back, side & close-up. There is no option for 360-degree product videos. Although we were unable to confirm if the consignment option includes 360-degree product videos, another glance over the products page does not suggest that it is not currently offered. Perhaps we could see in the next 12 months 360-degree product videos adopted on the Truefacet online second-hand marketplace
Wanelo (Want-Need-Love) is a platform that allows users to curate their own shopping experience. Users can follow shops, tags, and items, similar to how Pinterest works. And if you’re a Shopify store owner in the U.S. you’ll be granted access to sell on the platform of over 550,000 stores and 30 million products. The Wanelo and Shopify integration allows Shopify store owners to sell directly on Wanelo through the Wanelo Sales Channel. However, the existing Shopify Magic 360 spin integration does not extend to Wanelo. It would be very interesting if Magic 360 spin extended to Wanelo and other sales channel integrations.
1stdibs, similar to Truefacet, is a second-hand luxury jewelry marketplace with the extra stringent and exclusive dealer review process. 1stdibs is more product-focused, rather than dealer focused. There are strict rules concerning communication between the buyer and the seller, meaning it is more challenging to build customer relationships. Currently, there are options to offer 360-degree product videos on the product listing. As a product-focused marketplace, 1stdibs should look into offering 360-degree product videos to enhance user experience and maximize sales.
Etsy is a global marketplace for one-of-a-kind, creative, and handcrafted goods; however, it is an over-saturated market, especially for jewelry. Searching for the keyword ‘jewelry’ alone will show almost 20 million search results to users.
Stiff competition requires extra effort to stand out from the rest and there’s no better way to make your store more noticeable than posting different videos including 360 product videos on your Etsy store.
Indeed, Etsy has finally learned to adapt by enabling sellers to list videos on the platform. As announced last July 2020, listing videos has been in beta. The site has been testing out videos with half of Etsy buyers to help them better understand the influence of videos on buying decisions and on the Etsy marketplace as a whole. As of writing, sellers have already uploaded over 30,000 videos. Only one video is allowed per listing but sellers can upload at least 10 videos beginning with their most popular product listing.
Uploading videos on Etsy using desktop and the Sell on Etsy app is simple, just follow the steps below.
For desktop users:
- Log in to your Etsy shop and go to the Shop Manager.
- Next, go to Listings and click the product listing you want to add a video for. If you want to add a video for a new listing, simply click Add a Listing in the upper right corner of the screen.
- After clicking an existing listing, you will be routed to the product listing detail page. Scroll down to Video to add a video.
- Once you’re done, scroll to the bottom of the page and click Preview to preview the changes you made before publishing or click Publish to publish immediately.
For Sell on Etsy app users:
- Open your Sell on Etsy app, click the hamburger menu (≡) in the bottom-right corner of your phone screen, click Settings, and choose Shop Settings.
- After clicking the Shop Settings, you will be routed to the Edit Shop page. Scroll down until you see the Shop Video section. Click Add a Video.
- Finally, click Upload to upload your ready-made video or shoot one as you go. Don’t forget to save your listing.
And you’re done! Your video can be 5 to 15 seconds long and must not be greater than 100MB.
Finally revisiting Luxify: ‘eBay for the super-rich’. Similar to 1stdibs there is a strict and exclusive dealer review process, however, dealers can sell brand new products on the platform. Unlike eBay, which allows for 360-degree product videos in the form of .gifs, Luxify does not support .gif files on their platform.
Overall, there hasn’t been any noticeable progress with the use of 360-degree product photography, however, 2019 is expected to be a very exciting year for jewelry e-tailers as Picup Media has recently launched their smartphone jewelry turntable solution. Using just your smartphone, users can capture perfect 360-degree jewelry product videos with a tap of a button. The video is saved securely on the GemLightbox application which then can be uploaded to an image hosting platform for 360-video interactivity. Stay tuned for our updates and subscribe to our blog!