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Wayfair launches mobile video shopping service

Wayfair On Air brings shoppable video content to Wayfair's seamless mobile shopping experience (Graphic: Business Wire)

A digitally native home furnishings brand is introducing a new immersive video commerce experience on its app.

Wayfair is offering Wayfair On Air, which provides users of the Wayfair mobile app with a video-based means of discovering and purchasing products. At launch, Wayfair On Air’s content line-up includes studio show formats, as well as video segments in creators’ homes.

Studio content includes “The Wayfair Rundown,” a daily format that focuses on affordable, inspirational home merchandise, and “Two-Spaced,” a format designed around multi-functional living. The roster of Wayfair On Air content creators includes celebrity chef Danny Boome, family blogger Amiyrah Martin, and shopping expert Albany Irvin. Consumers can also view to find holiday deals, as well as seasonal tips as the holiday season approaches.

Consumers can obtain access to Wayfair On Air by opening the Wayfair app and then tapping the “Watch” button in the bottom navigation bar. Customers can then view dozens of episodes and browse every product featured while they watch, and then add their favorite items to their shopping lists or cart, in one seamless experience.

Wayfair is launching this new mobile video shopping service as its momentum grows. In the second quarter of fiscal 2021, the company grew its customer base and average order value. Although net income and total revenue fell year-over-year, they still beat Wall Street estimates and revenue was well above pandemic run rates. eMarketer named Wayfair the seventh-fastest-growing U.S. e-commerce retailer in a recent ranking.

Visually-oriented social media platform Pinterest is also featuring creator-focused, shoppable video content. The company has rolled out Pinterest TV, a series of live, original and shoppable episodes featuring creators on Pinterest. Pinterest TV episodes are refreshed each weekday and will be recorded and available for users to view on-demand, as well as save and re-watch later. On Pinterest TV, creators can showcase and tag products so consumers can shop and purchase on the retailer’s site.

Pinterest TV hosts will have a shopping toolbox to enable live shopping experiences including a product drawer with prices and product details, product drops and brand collaborations, a display of how much is left, and a limited-time-offer module to offer discounts.

“At Wayfair, we focus on delivering the best possible shopping experience for home through great value and service, an unmatched selection, and innovative tools to help our customers create spaces that are just right for them,” said Steve Oblak, chief commercial officer, Wayfair. “With Wayfair On Air, we’re bringing amazing video content to our seamless mobile shopping experience, making product discovery entertaining and fun. We look forward to building upon this feature as we further expand our cast of creators and deliver even richer content experiences that engage and inspire our customers.”

Wayfair On Air is currently available on the Wayfair app for iOS users and can be downloaded here.

Based in Boston, Wayfair offers more than 22 million products worldwide across home furnishings, decor, home improvements, housewares and more. Wayfair’s sites include Wayfair, Joss & Main, AllModern, Birch Lane, and Perigold.

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