The Uptok Blog

A completely new “human-first” eCommerce model for expensive products

September 11, 2023

Roughly 4 out of 5 transactions on the planet still happen offline, where the buyers and sellers over the trust barrier face-to-face. Most of these are big ticket items. 

According to a report by eMarketer, in 2020, e-commerce sales of products priced above $500 accounted for about 16% of total e-commerce sales in the US. This includes categories such as furniture, appliances, electronics, and luxury goods. Chances are that if you sell one of these products you can do better with conversion. 

The average conversion rate for products priced over $500 is around 2.3% (Econsultancy). This is significantly lower than the average conversion rate for products priced under $100, which is around 3.3%. One reason for this lower conversion rate could be that higher-priced items typically require more consideration and research by the buyer before making a purchase decision. Buyers may take longer to evaluate their options, read reviews, and compare prices, which can lead to a longer sales cycle and lower conversion rates.

When it comes to optimizing your customer decision journey and purchase funnel the bigger the price point the bigger the need to overcome the trust barrier is. This is where a human first experience is THE game changer.  A human experience is important in building trust for brands because it creates a personal connection between the customer and the brand. When customers feel valued and understood by a business, they are more likely to trust it and become loyal customers. Additionally, when a customer has a positive first experience with a product or service, they are more likely to feel confident in their purchase and become a repeat customer.

For example, let's say someone is interested in buying a luxury car. If they are able to take a test drive and experience the smooth ride, responsive handling, and advanced features, they are more likely to feel excited about the car and willing to invest the significant amount of money it costs. On the other hand, if their first experience is negative - maybe the car is difficult to drive or they encounter technical issues - they may become hesitant to purchase the car, even if it has excellent reviews and features.

Similarly, for big ticket items such as homes, furniture, or expensive electronics, the first experience can shape the customer's overall impression and willingness to invest in the product. By providing a positive first experience, sellers can build trust and confidence in their customers, leading to increased sales and customer loyalty.

So how do you extend the opportunity to your customers to build trust? 1:1 video commerce is key. 

1:1 video commerce connects your associate to a consumer directly on your business's website. It creates the illusion of an in store experience, giving consumers making big ticket purchases the support they need during their path to purchase. A prime example of this technology is Apples “Shop With a Specialist”, apple launched “Shop With a Specialist” in March of 2023 to help iPhone users during the purchase process. By offering online guidance from a digital specialist this makes an iPhone user more likely to purchase directly from Apple rather than a third party. Meeting shoppers where they are and offering a unique human experience. 

When it comes to shopping for a big ticket item online, good product descriptions, reviews and -somewhat- frustrating chatbots are not enough. It’s time to go back to the basics of selling and make those face-to-face conversations available on your website. 

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