Theorem, a digital marketing solutions provider, today announced a strategic partnership with Firework, the world’s leading AI-driven video commerce and engagement platform. This collaboration introduces an end-to-end, fully integrated video commerce solution designed to simplify and accelerate adoption for DTC and retail brands worldwide.

The partnership launches a series of joint initiatives, beginning with a co-branded Commerce Roadshow kicking off in July 2025 in New York City.

Driving the Next Evolution in Digital Commerce

As consumer behaviors evolve, video commerce has become essential for brands seeking to deliver immersive, instant, and interactive shopping experiences. Brands leveraging video commerce have reported:

• Up to 246% increase in conversions

• 130% increase in engagement time

• 38% increase in repeat purchases

• 33% reduction in product returns
  (Source: Firework)

“Video commerce is more than content—it’s a strategic imperative enabling brands to accelerate the path to purchase,” said Unni Kurup, Director of Consulting at Theorem. “Together with Firework, we are helping brands operationalize video commerce at scale without the heavy lift.”

Partnership Highlights

• Theorem contributes a proven proprietary commerce framework and deep MarTech expertise to help brands navigate video commerce strategy and scaling.

• Firework provides best-in-class technology including shoppable video, video showrooms, virtual 1:1 chat, and AI video assistants to boost engagement and conversions.

• The partnership delivers a fully integrated, white-label video commerce platform enabling seamless scale and measurable KPIs such as average order value (AOV), conversion rates, and customer lifetime value (CLV).

Leadership Insights

“Video commerce represents the future of digital sales—interactive, immersive, and engaging,” said Jay Kulkarni, CEO and Founder at Theorem. “By combining Theorem’s expertise with Firework’s cutting-edge technology, we offer brands a scalable solution to embrace and grow video commerce efficiently.”

“Our partnership with Theorem is grounded in shared values—strategic execution, measurable impact, and innovation,” said Sam Horton, VP of Strategic & Alliance Partnerships at Firework. “Together, we are empowering brands and retailers to deliver personalized, data-driven video experiences across the customer journey that drive sustainable growth.”

Market Outlook

Though 95% of digital commerce still occurs on traditional eCommerce sites, scaling video commerce has been hindered by strategy and execution challenges. Theorem and Firework aim to transform this landscape with a simplified, scalable approach.

With the video commerce market expected to grow from $695 billion today to $3.7 trillion by 2029 (CAGR 32%), this partnership positions brands to capitalize on one of the fastest-growing trends shaping retail and commerce’s future.