Video commerce is surging at a 32% CAGR through 2030. Discover why visual customer support is essential for retailers in 2025 to enhance shopping experiences and boost engagement
Maria has been browsing an online boutique’s website, eyeing a designer dress for an upcoming event. Before clicking “Buy,” she hesitates. Will the color look the same in person? How does it drape on a real person? Instead of guessing, Maria taps the Live Video Chat option on the product page. Within moments, a store associate appears on her screen, holding up the dress and even trying it on a mannequin. Maria sees exactly how the fabric moves and gets answers to her questions in real time. Confident now, she completes her purchase on the spot.
Now imagine this scenario playing out hundreds of times across different retail sites. As we enter 2025, video commerce– the fusion of video and online shopping – is no longer a novelty. It’s becoming a cornerstone of the retail experience. Retailers from New York to Paris are experimenting with live product demos, shoppable video streams, and one-on-one video calls that bring the personal touch of in-store service to digital channels. In this article, we’ll explore why visual customer support is emerging as a must-have in modern retail, backed by trends and data (did you know the global live commerce market is projected to grow at an astonishing 32% CAGR through 2030?). We’ll also look at how you can implement video-based support – from live video chats to AI-powered video bots – to boost customer engagement and sales in the year ahead.
By the end of this article, you’ll understand:
Not long ago, video commerce – think live-streamed product demos, real-time Q&A with hosts, and shoppable videos on social media – was a concept pioneered in East Asia. Fast-forward to 2025, and it’s one of the hottest video commerce trends worldwide. China’s e-commerce giants have led the way: by 2023, roughly 60% of Chinese online shoppers had participated in live commerce, tuning into streams where influencers showcase everything from cosmetics to electronics. Those live events, akin to a digital-age QVC, routinely draw millions of viewers and generate billions in sales.
Now, Western retailers are catching up. Amazon, for example, launched Amazon Live, and in 2024 it even introduced 24/7 shopping streams on Prime Video. Instagram and TikTok have been pushing shoppable live videos and in-app checkout features. The appeal is clear – video commerce combines entertainment with instant purchasing, meeting consumers where they already spend time.
Crucially, these video-driven experiences are interactive. Viewers can ask questions via chat, vote on what gets shown next, or get exclusive discounts during the stream. It transforms a once passive act of online browsing into an engaged, two-way experience. For retailers, this means higher engagement and often higher conversion rates. In fact, live commerce can boost conversion rates by up to 10X compared to conventional e-commerce, according to McKinsey. Shoppable videos also tend to extend the time customers spend on a site or app, which in turn increases the likelihood of purchase.
What’s driving these trends? Partly technology: faster internet and better video platforms make seamless streaming possible. Partly consumer behavior: the pandemic-era surge in video calls and streaming made shoppers more comfortable with video interactions. And partly competitive pressure – retailers are looking for the next edge in customer engagement, and customer engagement is the name of the game. With global live commerce sales poised to multiply rapidly (the market’s CAGR of 32% through 2030 underscores this trajectory), ignoring video commerce is becoming a risky choice.
However, there’s more to video commerce than just flashy livestreams. The same video trend is spilling over into customer service and support, where it’s making an even bigger impact on trust and satisfaction. This is where visual customer support enters the picture.
If video commerce is the showman that attracts customers, visual customer support is the silent workhorse that keeps them happy after they click “Buy”. Retail customer support is traditionally associated with phone calls, emails, or chat – channels that often fall short when dealing with complex or highly personal queries. Enter visual support: using video (live or recorded) to assist customers with their questions and problems.
Why go visual? Because seeing is so much better than telling. Imagine you’re a customer trying to assemble a new smart blender. A text description from support might help a bit, but a quick video clip demonstrating how to lock in the blender jar can resolve your confusion in seconds. In fact, 68% of consumers have expressed a preference for video assistancewhen dealing with support issues . It’s simply more intuitive. Video allows customers to show agents what’s wrong (“this part here won’t attach, see?”) and allows agents to visually guide customers (“line up that notch with the arrow, like this…”). It’s like having the salesperson or technician right there in your living room.
For retailers, the benefits of visual support are multifaceted:
Alright, so visual customer support sounds great in theory. How can retailers put it into practice without overloading their teams or breaking the bank? Fortunately, new tools make it easier than ever to add video into your support workflows. Let’s explore a few strategies (SnapCall is one of the solutions that can help, among others):
1. Live video calls on demand: For high-stakes purchases or VIP customers, offering a live video call with a support agent or sales consultant can be a game-changer. Think of it as an “Instant Call” button on your website or help center that launches a video chat. Technologies like SnapCall enable one-click video calls that can be embedded in your site or even within existing chat widgets. Neither the customer nor the agent needs to install anything or fumble with meeting IDs – it’s as seamless as clicking a link. Use cases include virtual shopping assistance (showing products in real time) and technical support (troubleshooting a device with the customer). To manage volume, you might reserve live video support for certain customer tiers or specific product lines. But when used, it provides immediate, personalized help that can save sales and delight customers.
2. Asynchronous video messaging: Not every issue requires a real-time conversation. Sometimes the customer just needs to show something and get an answer later, or the support team wants to share a quick demo without scheduling a call. This is where asynchronous video support comes in. Retailers can let customers send short video clips or photos through the support portal – for example, a customer could record a 30-second video showing the defect in a received product. The agent can then review it and respond with a tailored solution, perhaps even recording a reply video. SnapCall’s Clips feature is one example of an async video tool: customers are prompted to “say it with video” when submitting a ticket, easily attaching a video of their issue. On the agent’s side, AI can help transcribe and analyze these clips to route them to the right specialist. Asynchronous visual support is great for efficiency: agents handle it like any other ticket in their queue, and customers don’t have to wait on hold – they can send their video and go about their day.
3. AI-powered video bots: This is an emerging area, but worth mentioning as we look toward the future. AI chatbots are common in text support; the next step is AI that can interact via video or at least handle video inputs. For instance, an AI might guide a customer to record certain angles of a damaged product and automatically detect the issue (like identifying a broken part) – akin to an insurance claims adjuster, but for retail. Or a video bot might present a friendly face that greets website visitors and offers help, then passes them to a human if needed. SnapCall has begun integrating AI into its video support platform – for example, using AI to analyze customer-submitted videos to extract key details and suggest solutions to the support agent. In the near future, we expect more video AI assistants that can handle basic visual troubleshooting or personalize product recommendations during video calls by analyzing context. Retailers should keep an eye on this trend to stay ahead of the curve.
4. Integration with existing systems: Whichever approach you choose, integration is key. The last thing you want is a video support tool that sits siloed and forces agents to juggle multiple dashboards. Look for solutions that plug into your current CRM or helpdesk (Zendesk, Salesforce, Shopify, etc.) so that video calls or messages become just another type of ticket or chat in your system. Customer history and context should stay unified. Luckily, many video support platforms, SnapCall included, offer integrations to make deployment easier.
By combining these tools and strategies, you can create a robust visual support offering. Start small if needed: pilot live video chat for one product category, or add the option for customers to send a video in your contact form. Gather feedback, measure outcomes (like whether video-supported cases resolve faster or lead to higher satisfaction), and iterate. Often, a hybrid approach works best – for example, 90% of queries might be handled by chat/email as usual, but that remaining 10% (the tough, high-value, or high-touch cases) get the white-glove video treatment. Those can make a disproportionate difference in overall customer sentiment.
Ready to bring visual customer support to your business? Whether you want to offer instant video calls or AI-assisted video analysis, SnapCall provides an all-in-one platform to get you started quickly. Our tools plug into your existing workflows, so you can start seeing the benefits of video-powered support with minimal fuss. Contact us for a free demo and see firsthand how video can transform your customer experience.
The writing on the wall is clear: video is poised to play a starring role in the future of e-commerce and customer service. From glitzy live commerce events that drive immediate sales to the humble one-on-one support calls that quietly prevent returns and foster loyalty, visual interactions are reshaping how retailers connect with customers.
Retail is detail – and video lets you share those crucial details in ways text or phone support simply can’t match. A decade ago, offering a video call to a shopper across the world would have seemed like sci-fi. Today, it’s not only possible, it’s often expected. Shoppers, especially younger digital natives, increasingly prefer brands that offer rich, interactive experiences. Visual customer support is a natural extension of that expectation.
As a retail or ecommerce professional, now is the time to consider how visual shopping and support fit into your strategy. You don’t need to overhaul everything at once. Start by identifying where a visual touch could make the biggest impact – perhaps with your highest-value products or most common support pain points. Experiment with video content and gather customer feedback. The beauty of modern video solutions is that they’re accessible: you can be up and running with a tool like SnapCall in days, not months.
In summary, video commerce and visual support aren’t just trends to watch; they’re tools you can use right now to differentiate your brand, deepen customer relationships, and drive more revenue. Retailers who embrace these visual methods will find themselves with an edge – creating online experiences that feel as personal and engaging as the best in-store visit. In a world where customer experience is often the biggest differentiator, that’s an advantage you can’t afford to pass up.
Next steps: Take stock of your current customer journey and pinpoint a moment that could be elevated with video. Maybe it’s adding a live demo option on your product pages, or offering a video chat in your post-purchase support emails. Then, explore solutions and partners (like SnapCall) that align with your needs. The sooner you start incorporating visual customer support, the sooner you’ll see happier customers and a healthier bottom line.
Q1: What is video commerce?
A: Video commerce refers to the practice of using video content to promote and sell products online. This can include live-streamed shopping events, prerecorded shoppable videos, or one-on-one video calls where a salesperson shows off products. The goal of video commerce is to replicate the interactive, visual nature of in-store shopping in a digital environment, making online shopping more engaging and informative for customers.
Q2: How is visual customer support different from traditional support?
A: Visual customer support uses video (and sometimes images) to assist customers, whereas traditional support relies on text or voice. With visual support, customers and agents can see each other or a product in question – for example, a customer might show an issue via their webcam, or an agent might demonstrate a fix on video. This often leads to faster understanding and resolution of issues because both parties have a clearer context. Traditional support might require a lot of back-and-forth explaining; visual support can cut through that by showing rather than telling.
Q3: Does live video shopping really increase sales?
A: Yes, in many cases retailers report higher sales and conversion rates when they introduce live video shopping or consultations. Customers who engage with a live video demo or personal shopper tend to be more confident in their purchase (since their questions are answered on the spot). For example, some companies have found conversion rates from video chats to be several times higher than standard website sessions. Additionally, live commerce events often create a sense of urgency and excitement (think limited-time offers during a stream), which can boost immediate sales. Of course, success depends on execution – the video experience should be smooth and the content engaging.
Q4: How can a retailer start implementing visual customer support?
A: One way to start is by adding an option for customers to request or initiate a video call during support interactions. For example, a button on your support page or within live chat can launch a video session using a platform like SnapCall. Alternatively, you can begin with asynchronous visual support: ask customers to send a photo or video of their issue when they submit a ticket. This way, agents get visual context without scheduling a live call. Over time, as you become comfortable, you can expand into live video support and even build a library of helpful video tutorials. The key is to start small, gather feedback, and iterate.
SnapCall is revolutionizing the way businesses interact with their customers. Our suite of products offer a seamless and personalized customer experience. With SnapCall Assist, customers and support teams can easily share photo and videos to explain problems and provide solutions. SnapCall Booking allows for scheduling calls with clients and experts without the need for external conference services. And SnapCall Instant offers audio and video calls with integrated CRM platforms for easy access to customer information.
