The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
In this episode of the e-commerce marketing podcast, host Arlen Robinson speaks with Eitan Koter, co-founder and co-CEO of Vimy, a leading video commerce platform. They discuss the evolution of video commerce, the impact of shoppable videos and live shopping on e-commerce, and the importance of creating engaging content that drives sales. Eitan shares insights from his extensive experience in the industry, including the significance of community building and the role of emerging technologies like AR and VR in shaping the future of commerce. The conversation highlights practical strategies for brands looking to leverage video for increased customer engagement and sales.
Key Episode Takeaways:
- Video commerce is the next iteration of e-commerce.
- Shoppable videos allow direct purchases from within videos.
- Community building is essential for driving sales.
- Emerging technologies like AR and VR are transforming commerce.
- Short form videos can lead to significant ROI.
- Authenticity in content creation fosters customer loyalty.
- Educational content is crucial for brand awareness.
- Live shopping events can yield high conversion rates.
- Video is a powerful tool for emotional engagement.
- Consistency and experimentation are key to success.
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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Eitan Koter is the Co-Founder and Co-CEO of Vimmi, a leading SaaS company pioneering multi-channel shoppable video and live shopping solutions for brands and retailers. With over two decades in digital media and startups—including a NASDAQ IPO—Eitan is a recognized voice in video commerce, social commerce, and immersive digital experiences. His work is at the intersection of content, community, and commerce, helping e-commerce brands harness video as a growth engine.
In this episode, Eitan breaks down how video is revolutionizing the online shopping experience. He dives into the shift from static product pages to immersive shoppable content, and how brands can leverage live and pre-recorded video to convert viewers into buyers. He also shares a future-forward view on emerging tech like AR/VR, and the importance of founder- and employee-generated content in building trust and community.
Key Topics Discussed
- How video commerce blends content, community, and commerce to boost conversions.
- The difference between live shopping and short-form shoppable videos.
- Why platforms like TikTok and Instagram are powering the next wave of impulse buying.
- Common mistakes brands make when adopting shoppable video—and how to avoid them.
- How to structure your first 3 months of video content for maximum ROI.
- Tips for integrating calls to action (CTAs) natively into video experiences.
- Why short-form, authentic content now outperforms polished post-production.
- The rise of founder- and employee-led content in building audience trust.
- How immersive commerce, AR/VR, and social experiences are shaping the future.
- The 3 Cs of digital commerce: Content, Community, and Conversion.
Time Stamps
[00:02] – Introduction to Eitan and the founding journey of Vimmi
[02:27] – From pro video to video commerce: spotting the opportunity from China
[04:22] – The evolution of video from analog to social commerce
[06:52] – Lessons from scaling startups and public companies
[10:31] – What shoppable video is and how it works
[13:24] – The psychological power of video and impulse buying
[14:21] – Content + Community = Commerce: the digital trifecta
[16:06] – Interactive CTAs, live vs. pre-recorded, and short-form strategy
[17:30] – Why today’s best videos prioritize value and relevance over polish
[19:55] – Examples of success with short-form and live shopping events
[21:42] – Using the marketing funnel to guide video content strategy
[23:38] – Why you should compare your brand to competitors—publicly
[25:01] – The power of authenticity and employee-generated content (EGC)
[26:37] – The role of AR, VR, and immersive tech in future commerce
[29:40] – Why real adoption of immersive tech needs simplification
[30:52] – Fun fact: Eitan is a certified Qigong teacher and avid mountain biker
[34:52] – Where to connect with Eitan and explore Vimmi’s platform
Guest Contact Information
Website: vimmi.net
LinkedIn: Eitan Koter
