Part 1 for Firework's Shop the Future event brought together industry leaders to explore how video commerce is revolutionizing how brands connect with customers. The session, titled The Beauty of Video Commerce: How Brands Are Winning with Video Commerce, with Jay Small, Arey Grey, and Jess Doherty, Marketing, Cymbiotika sit down to exchange insights into why video commerce is becoming indispensable for modern eCommerce.

A recurring theme was the need for authenticity. “Content creation is easier than ever—it can be done by anyone,” Jess remarked, emphasizing that it’s not about perfection but connection. Jason added, “People want to see others they can relate to, not models. They want to feel like they’re learning from a friend, not being sold to.” This relatability mirrors the in-store experience, without the discomfort of a persistent sales associate.
Kriti highlighted a compelling point: “Your customers are your best influencers—and they don’t cost anything.” Recognizing and rewarding loyal customers with free products turns them into organic advocates, adding another layer of authenticity to your brand’s story.




ABOUT FIREWORK
Firework is the world's leading video commerce solution built for brands. Leveraging shoppable and livestream video and powerful monetization capabilities, Firework empowers the world's most dynamic and exciting retailers, consumer brands, and publishers to build engaging video experiences on their owned and operated digital properties and across channels at a global scale. Firework enables organizations to bring new levels of authenticity and connection to online video experiences, speaking to digital natives in the language they understand fully—and taking control of their own customer data.

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