Ex-Googler's Startup Wants Shoppers To Surf Videos Instead Of Photos

Sukhinder Singh CassidyCassidy was a sales executive at Google.

Most ecommerce sites have pictures of their products. Former Google executive Sukhinder Singh Cassidy has a startup that posts videos instead.Joyus wants to become the pioneering platform for video-driven ecommerce. It produces videos like “The Perfect Silk Blouse Revealed” and “Figure Flattering Dresses for Any Age” to advertise merchandise. Users area able to buy featured products on the site too. 

“We’re training consumers to think differently,” Cassidy told us.  “When you solve hard problems, you earn a user’s trust and that’s what we’re trying to do. I don’t care if people buy from Joyus directly or if they buy from YouTube, I just want them to buy products based on great video and for us to become the video shopping leader.” 

The analytics Joyus provides advertisers is a key component to Joyus’ business. It tracks revenue per view, revenue per video, and total traffic per video, which are valuable metrics for advertisers buying video impressions at high CPMs.

It’s not clear whether or not there’s a consumer demand for video shopping. Watching a video seems time consuming and unnecessary for the everyday shopper. But Cassidy says, from the 100 videos she’s produced, there seems to be interest.

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