Cloudinary Blog

Why a Dynamic Media Platform is a Must-Have for ECommerce

Dynamic Media Platform: A Must-Have Technology for ECommerce Stack

Everyone today is vying for consumers’ attention. Brands and marketplaces are all searching for a competitive edge in their direct-to-consumer channels to win and retain brand loyalty. In this crowded market, marketing teams recognize that a visual mobile and web experience is mission-critical for enhancing conversions, revenue, and customer loyalty.

Shoppers expect to see life-like product displays on any device. Videos and 360 spin sets with detailed visualization of how, say, a shoe flexes or a dress moves as you walk are now essential to conversion.

Webinar
5 Visual Engagement Tactics That Convert Online Buyers

Those rich media experiences come at a price, however. Google’s industry benchmark1 reveals that most mobile landing pages take more than five seconds to display, resulting in the probability of a visitor bouncing increasing by a whopping 106%. Retail and travel were specifically identified as industries that need improvement.

Mobile Page Speed

eCommerce companies must balance the needs to deliver engaging rich media, and, ensuring fast web and mobile performance. Also, it’s paramount to simplify the complex and multiple handoffs and approval processes across teams. All too common are the addition of weeks and even months to launch schedules, slowing time to revenue. In addition, technical and creative resources that are required to optimize and customize media are hard to recruit—and harder yet to retain, making it a top priority to focus them on mission-critical initiatives.

Dynamic Media Platform for ECommerce

We’re excited to announce powerful new enhancements to the Cloudinary technology platform for eCommerce and retail, and you can find our official launch release here. Using AI and machine learning, Cloudinary’s Dynamic Media Platform automates numerous media-management components so you don’t need to build them, thereby shortening your product-release cycle, improving your conversion rates, and increasing your competitiveness.

Cloudinary is already a foundational technology in the eCommerce stack of the top three global sportswear brands, the most popular food-delivery startups, the world’s largest ticket marketplaces, and thousands of iconic brands and disruptive startups. Among them are Canada Goose, DoorDash, Everlane, Jane.com, Michaels Stores, Powell’s Books, Stitch Fix, StubHub, Stylight, Nordstrom’s Trunk Club, and Under Armour.

Dynamic Media diagram

How a Dynamic Media Platform Benefits ECommerce Teams

Cloudinary enables an engaging, personalized, and optimized visual experience, out of the box.

  • Speed up going from raw photo shoots to web-ready imagery. Securely bulk-upload images with AI-based tags, crop and remove unwanted backgrounds with AI-based manipulations, and apply effects to display media on various pages: product listing and details page, auto-responsive product gallery, and other channels.

    The entire process takes only seconds instead of days or months with repetitive, manual workflows.

  • Boost conversions with high-performance media. Several studies relate slow page loads to a negative impact on conversions. For eCommerce sites, optimizing image and video performance could reduce load time, but that task requires careful consideration of media formats, appropriate quality for multiple devices, and responsive delivery on various screens.

    With Cloudinary, you can upload a high-resolution image or video, set the optimization to automatic, and leave the rest to automation. Cloudinary uses AI to adapt the media to focus on the point of interest, select optimal quality and compression, and responsively deliver it on any screen—with no manual intervention at all.

  • Rapidly run visual marketing campaigns. Creating visual campaigns requires creative resources for manipulating and customizing images and videos, slowing your time to market.

    With Cloudinary, you can add image and text overlays to your media, in real time, for product badging, product customization, or personalization without any delays or dependencies on other teams.

  • Simplify incorporation of user-generated content. Enabling your customers to share opinions, styles, and experiences on their purchases promotes invaluable engagement with your brand while doubling as social proof for potential shoppers. However, when users upload content, they don’t pay close attention to the various visual and performance requirements.

    With Cloudinary, you can apply predefined manipulations to all the rich media uploaded by users, automatically adapting those media to your design and performance standards—with no manual intervention.

  • Streamline omnichannel workflows. Product launches and marketing campaigns require seamless and timely collaboration across multiple teams, which can lead to inefficiencies and increased cost.

    Cloudinary’s digital asset management capabilities enable a single source of truth, complete with robust features, such as version control, AI-powered tagging and search, sharing with role-based access control, publishing, and performance tracking.

The Bottom Line for ECommerce

The most innovative eCommerce sites today are incorporating a dynamic media platform as a foundational part of their technology stack to enable an increase in conversions, shorten time to market, and gain a competitive edge. While no two eCommerce sites are exactly the same, the facts and statistics speak for themselves. After adopting Cloudinary, our customers have reported a 2.4% increase in revenue per visit (RPV), a 20% increase in conversions, a less-than-two-hour go-live process for new storefronts, a 50% reduction in page load time, and over 50% savings in IT resources.


  1. https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/

Further Reading on Dynamic Media

Recent Blog Posts

Automate the Staging Process of Videos for Social Media

Rich and engaging media helps build customer engagement and trust but can be time consuming to stage. Developers save a tremendous amount of time by preparing videos for social media with Cloudinary. That’s because Cloudinary’s interface, widgets, and application programming interface (API) transform raw media into polished content, optimizing footage and enabling effortless customization and publishing.

Read more

Top Five Web-Video Formats of 2021

By William Imoh
The Five Most Popular Web-Video Formats and Streaming Protocols

Over the past 15 years, the video industry has undergone a significant change in video formats on the web. In particular, in the early 2010s, the 3GP format, which the 3rd Generation Partnership Project (3GPP) created for 3G-enabled mobile devices, went nearly extinct. The advancement of mobile devices and cellular networks has brought about the need for pioneers to build better formats for a faster user experience.

Read more
Cloudinary Introduces Integration With SAP Commerce Cloud

We’re excited to announce Cloudinary’s integration with SAP Commerce Cloud, through which the latter’s customers can significantly boost the visual media experience on their website or app.

SAP Commerce Cloud powers some of the largest e-commerce sites (B2C, B2B, and B2B2C businesses), complete with building blocks like storefront design and order management. Reinforced with Cloudinary’s laser-sharp focus on optimizing, managing, and delivering images and videos, the new extension will enable SAP Commerce Cloud customers to create unique and engaging visual experiences effortlessly.

Read more
Personalizing Video Email for Marketing Campaigns With Cloudinary

As critical as it is to engage with shoppers in order to succeed in e-commerce, old-style, boring emails are far from being effective. In fact, they tend to be annoying because no one likes to read formulaic, generic messages that are sent en masse. For better results, rethink your email marketing campaigns and try out creative strategies.

Read more
Muted Videos and Subtitles

The bane of our existence is the lack of efficient ways for tackling the plethora of recurring tasks in our lives. One of those tasks is surfing the internet. We consume a lot of web content daily, of which a large percentage are images and videos. We’re constantly quickly scrolling through 30-second videos or checking out pictures of cute items we’d like to buy in our free time.

Read more

Building a Roommate-Matching App With Cloudinary and Jamstack

By Marcelo Ricardo de Oliveira
Building a Roommate-Matching App With Cloudinary and Jamstack

Roommate matching can be a pain—especially during the COVID pandemic when people don't want to meet in person. Matching apps like Flatmates, Roomster, and roommates.com are helpful, and if you're in the roommate-matching space, you know that great video is essential for those seeking roommates. Fortunately, Cloudinary can help.

Read more