Podcast Summary: The Agile Brand with Greg Kihlström® Episode #674: The Continued Evolution of E-Commerce with Aytan Kotor, Vime

Release Date: May 9, 2025
Host: Greg Kihlström
Guest: Aytan Kotor, Co-Founder and Co-CEO of Vime

Introduction

In episode #674 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages in an insightful conversation with Aytan Kotor, the co-founder and co-CEO of Vime—a pioneering shoppable video SaaS company transforming the e-commerce landscape. Released on May 9, 2025, this episode delves into the dynamic intersection of marketing technology, artificial intelligence (AI), and customer experience (CX), providing valuable perspectives for marketing leaders aiming to enhance customer lifetime value and drive long-term business growth.

Guest Background and Vime's Mission

[02:52] Aytan Kotor:
Aytan Kotor shares his extensive two-decade experience in the video industry, highlighting the evolution from traditional broadcast television to the ubiquitous role of video in modern marketing and business applications. With Vime, he aims to harness shoppable video to create immersive and interactive shopping experiences that significantly boost conversion rates and reduce cart abandonment.

Key Insight:
Kotor emphasizes the transformative power of video, stating, “Video has evolved so much. It's not just about media and entertainment anymore; it’s integral to marketing and business goals.”

Understanding Shoppable Video

[04:54] Greg Kilstrom:
Greg introduces the concept of shoppable video, prompting a deeper exploration of its significance in e-commerce.

[04:54] Aytan Kotor:
Kotor defines shoppable video as an interactive medium that integrates data layers within the video player, allowing consumers to click on call-to-action buttons like "Buy Now" to seamlessly transition to product or checkout pages. This innovation enables brands to create direct conversion opportunities within the video content itself.

Notable Quote:
“Shoppable video is the ability of brands to deploy conversion opportunities through video,” Kotor explains. “[...] One, the social media networks are encouraging content creation, specifically video, because it keeps users more engaged and more time on their app.” [04:54]

Shoppable Video’s Role in Social Commerce

[08:23] Greg Kilstrom:
Greg probes into the origins of shoppable video, noting its roots in social commerce and its expansion beyond that sphere.

[08:47] Aytan Kotor:
Kotor elaborates on how shoppable video originated in China five years ago with professional hosts selling products via super apps. This model has since migrated to Western markets, utilizing multi-channel distribution across websites, social media, and digital signage in retail spaces, resulting in significant increases in conversion rates by up to 50%.

Key Point:
Shoppable video is not confined to social platforms; it extends to brand websites and physical retail locations, embodying an omnichannel approach that enhances customer engagement and sales.

Industry Applications and Versatility

[11:04] Aytan Kotor:
Initially, shoppable videos were suited for smaller products like cosmetics, fashion, and gadgets, typically priced below $100. However, with the rise of platforms like TikTok Shop, even high-ticket items such as furniture and cars are now being effectively marketed through shoppable videos.

Notable Quote:
“The whole idea with short-form videos is to be authentic and to be consistent,” Kotor asserts. [11:13]

Insight:
The versatility of shoppable videos allows brands across diverse industries to leverage this tool, leading to organic growth and enhanced customer trust through authentic content.

Augmented Reality (AR) and Virtual Reality (VR) in E-Commerce

[15:06] Greg Kilstrom:
Greg shifts the discussion to the role of AR and VR in transforming e-commerce, questioning their current application and future potential.

[15:06] Aytan Kotor:
Kotor discusses the integration of AR in e-commerce, such as virtual try-ons, which significantly reduce return rates and enhance customer loyalty. VR, while still emerging, offers immersive group shopping experiences, allowing consumers to explore products in a virtual space collaboratively.

Notable Quote:
“AR is vital just to maintain a healthy balance sheet and make sure that things are done right,” Kotor remarks. [15:06]

Key Insight:
Both AR and VR are integral to the future of immersive commerce, providing deeper engagement and personalized shopping experiences that drive higher conversions and customer satisfaction.

AI and Personalization in Shoppable Videos

[20:19] Greg Kilstrom:
Greg introduces the topic of AI’s role in enhancing personalization within shoppable videos.

[20:51] Aytan Kotor:
Kotor explains how AI leverages the vast data generated by video interactions to personalize content. This includes recommendations on video length, optimal posting times, and tailored scripts that resonate with specific audience segments. Additionally, AI-driven tools like avatars can multiply content creation capabilities, ensuring consistency and scalability.

Notable Quote:
“Video gives us so much data, right? [...] We use a lot of AI to create really small decisions about a variety of business KPIs and also video KPIs.” [20:51]

Insight:
AI not only personalizes the viewer experience but also optimizes marketing strategies by analyzing data to inform content creation and distribution, thereby increasing the effectiveness and reach of shoppable videos.

Future Innovations in E-Commerce

[28:26] Greg Kilstrom:
Greg invites Kotor to share his predictions for upcoming innovations in e-commerce.

[28:26] Aytan Kotor:
Kotor foresees a future where personalization extends to every facet of the customer journey, from customized landing pages to adaptive checkout experiences. He highlights the continued growth of social commerce and the strategic use of AI to enhance personalization and immersive experiences.

Notable Quote:
“Personalization is a big topic. I see more and more companies using video in their marketing, which will expand to more immersive and interactive types of videos.” [28:26]

Key Insight:
The e-commerce sector is poised for rapid advancements in personalization and immersive technologies, driven by AI and the expanding influence of social commerce platforms.

Balancing Personalization and Automation

[23:59] Greg Kilstrom:
Greg seeks advice on how brands can balance the personal touch with automated processes in their marketing strategies.

[24:44] Aytan Kotor:
Kotor advocates for a harmonious blend of personalized and automated approaches. He emphasizes providing value first, leveraging AI for content ideation, and maintaining authenticity through genuine content creation by brand representatives. Building a community and aligning with meaningful causes are also crucial for fostering customer loyalty and engagement.

Notable Quote:
“Having the right combination of authenticity [...] This is what differentiates brands today,” Kotor emphasizes. [24:44]

Insight:
Brands should integrate AI to enhance personalization while preserving the authentic, human elements that build trust and meaningful connections with customers.

Staying Agile: Personal Practices and Company Culture

[31:05] Aytan Kotor:
Kotor shares his personal strategies for maintaining agility, emphasizing the importance of work-life balance, prioritization, and a supportive team culture. He highlights his interests in mountain biking and Qigong as essential practices for maintaining focus and balance.

Notable Quote:
“Having the right team to build this kind of a culture in the company is very important,” Kotor states. [31:05]

Key Insight:
Sustaining agility requires personal discipline and a strong, balanced company culture that supports continuous learning and adaptation.

Conclusion

Greg Kihlström wraps up the episode by thanking Aytan Kotor for his valuable insights into the evolving e-commerce landscape. Kotor’s expertise in shoppable video, augmented and virtual reality, AI-driven personalization, and agile business practices offers a comprehensive guide for brands seeking to stay relevant and competitive in a rapidly changing market.

Final Thoughts:
The conversation underscores the critical role of video and AI in modern marketing strategies, advocating for an agile approach that combines innovative technologies with authentic, value-driven content to foster long-term business growth and customer loyalty.

Additional Resources:

• Learn More About Vime: Follow the links in the show notes.
• Subscribe to The Agile Brand Podcast: Visit theagilebrand.com for more episodes and contact information for consulting services.
• Stay Connected with Greg Kihlström: Visit greggkillstrom.com for consulting, advisory services, and speaking engagements.

This summary captures the essence of episode #674, providing a comprehensive overview for listeners and those interested in the future of e-commerce and agile brand strategies.