Why Video Commerce Is the Next Growth Lever for Shopify Brands — Unnikrshnan Kurup | Why Traffic Alone Won’t Grow Your Sales, What Makes Video Commerce Different, How Video Can Accelerate Purchases, Why Video Views Don’t Equal Sales (#502)

In this episode, we dive into the hidden costs of ecommerce growth and why static product pages are no longer enough to convert shoppers.  Unnikrshnan Kurup, Director of Client Consulting and Strategy at Theorem, shares how video commerce helps brands bridge the customer confidence gap by replacing outdated text descriptions with interactive, decision-focused content.  He also reveals strategies for lowering customer acquisition costs, using AI to scale video creation without expensive shoots, and measuring true conversion metrics instead of vanity views.  Topics discussed in this episode:Why traffic alone no longer drives e-commerce growth. How confidence gaps cause hidden shopper drop-offs. What differentiates video commerce from video assets.  How video bridges product page information gaps. Why video belongs near the buying decision point.   What video metrics matter beyond basic views. How video commerce reduces expensive support costs.   Why AI simplifies scaling existing video content. How testing hero product pages boosts conversions.   What makes video commerce distinct from live selling.   Links & Resources Website: https://theorem.digital/LinkedIn: https://www.linkedin.com/in/unni-kurup-breakthrough/X/Twitter: https://x.com/theoremincGet access to more free resources by visiting the show notes at https://tinyurl.com/mrmm9u6n______________________________________________________ Our Sponsors Xero is cloud-based accounting software that helps small businesses, including ecommerce sellers and DTC brands - manage invoicing, cash flow, bank reconciliation, and reporting from one place, on any device. Get 90% off for 6 months. Learn more at https://referrals.xero.com/ecb - T&Cs apply.Bizrate Insights: Star ratings tell you how customers feel. Bizrate Insights reveals what’s driving those ratings, helping ecommerce brands create smoother shopping journeys, inspire confident purchases, and build lasting loyalty. Turn verified shopper feedback into clear priorities and better customer experiences. Learn more at bizrateinsights.com/coffee ______________________________________________________LOVE THE SHOW? HERE ARE THE NEXT STEPS!Follow the podcast to get every bonus episode. Tap follow now and don’t miss out!  Rate & Review: Help others discover the show by rating the show on Apple Podcasts at https://tinyurl.com/ecb-apple-podcasts   Join our Free Newsletter: https://newsletter.ecommercecoffeebreak.com/   Partner with us: https://ecommercecoffeebreak.com/partner-with-us/