Anyone still marveling at idea that you can click on something on Mr Porter or Amazon and have it delivered the next day should get ready to have their mind blown. Online video is set to become the next frontier for shopping – at least if a company called WIREWAX has anything to do with it.
Video is the fastest-growing medium on the web, but it's the last one to be interactive and clickable. "Things in videocan be connected," says Steve Callanan, co-founder and CEO of WIREWAX. "Viewers are now consumers."
WIREWAX makes it possible to augment people and locations with virtual clickable hotspots, and thus connect online video to products.
The company, with offices in London, LA and San Francisco, has worked with Farfetch, Nike and the BBC, but perhaps its most prominent campaign is the current one with Guy Ritchie, Google and Ted Baker.
In the resulting 'Mission Impeccable' films viewers are able to interact with Ted Baker window displays using the Google App's voice search to win prizes and other rewards.
The future promises YouTube videos featuring links embedded on everything from hair to clothes to locations. TV shows could become 'shoppable' right from the sofa. With Peaky Blinders and Mad Men having already launched clothing lines, you can see the appeal.
"The online retail experience hasn't changed in decades," says Steve Callanan. "It needs to."