E-commerce vendors planning to deploy video content have been urged to make sure their web sites can cope with surges in demand over the Christmas holiday period.
Describing online video content as a “ticking time-bomb for online retailers”, UK web hosting provider Hostway warns that a large number of users accessing video at the same time could severely affect performance.
As home users get more bandwidth, so too there is a rise in their expectation of what the Internet should provide, said Hostway product manager Thomas Herbert.
“Before, if you ran a DVD store, you would display cover images of the titles, but now there is a need to provide short clips of the DVDs,” explained Herbert.
Herbert recommended online shopping sites seek out hosting providers that can offer content delivery networks which serve content from localised servers, and can therefore cope better with peaks in demand.
“Customers online are never patient,” he said. “If you do provide video content then you need to provide it ‘on click’ because you’ll come across as unprofessional if you don’t.”
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