"Should We Change the Chubby Cat's Snack?" Video Review Boosts Credibility

11st's 'Kkukkkuk' Sees 20% Sales Increase After Introducing Video Reviews
'VReview' Boosts Shopping Mall Cart Conversion Rate to 14.7%

Video review display screen of a pet shopping mall. Online commerce platforms that increase purchase conversion rates through recent video reviews are on the rise. Photo by VReview

[Asia Economy Reporter Kim Heeyoon] #. Recently, Mr. A, who was worried about changing his cat’s treats due to weight gain, found it difficult to confirm his pet’s preference through internet reviews or recommendations from cat cafes alone. Then, Mr. A saw video reviews from people who had changed treats for their overweight pets on a certain site and ordered the product without much hesitation. He gained trust from seeing other cats enjoying the treats deliciously in the videos rather than just reading text.

In this era where videos have become a part of daily life, the use of videos in reviews is increasing. According to industry insiders on the 13th, the establishment of video review platforms is spreading mainly in online commerce.

11st’s video review service “Kkukkkuk” is cited as a representative example. Launched at the end of November last year, Kkukkkuk showed rapid growth, with 50,000 new video reviews registered just last month.

The video review service 'Kkukkkuk' launched by 11st has received a hot response, with 50,000 review videos registered last month alone. Photo by 11st

In particular, the fact that people who purchased the product first filmed and uploaded their usage experience as videos has increased trust among consumers considering a purchase. In fact, the number of page views (PV) of product pages varied depending on the number of video reviews. Products with one video review had an average PV of 7,300, while products with five video reviews had an average PV of 74,000, more than 10 times higher.

A 11st official said, “We have built a video platform that rivals portal sites and video platforms,” adding, “We will create an environment to provide various video services related to shopping and lead a new paradigm.”

Services that allow users to write various product reviews in one place through their own SNS rather than a specific site are also attracting attention. The video review platform “VReview” allows consumers to register reviews via KakaoTalk, Facebook Messenger, and other channels, and exposes review videos to an average of 24 million people monthly on the shopping malls where the products were purchased.

Especially, the one-stop upload system using an artificial intelligence (AI) chatbot, which allows users to upload reviews without moving to a webpage, has increased the review collection rate by more than 470% compared to before. Exposure of video reviews also raised the cart conversion rate to 14.7%, promoting consumer purchases.

A VReview official said, “Our goal is to create a virtuous cycle structure with a widget that exposes video reviews on product pages, a system that allows easy review registration through AI chatbots, and a platform to collect reviews,” adding, “We want to play a role in creating new value through video reviews in the e-commerce ecosystem.”

This content was produced with the assistance of AI translation services.