Theorem, a digital marketing solutions provider, has announced a strategic partnership with Firework, a leading AI-powered video commerce and engagement platform. This collaboration aims to simplify and accelerate video commerce adoption for direct-to-consumer (DTC) and retail brands globally through an end-to-end, fully integrated solution. The partnership will be highlighted by a co-branded Commerce Roadshow series, starting July 2025 in New York City.

• The Future of Digital Commerce:
  
  Video commerce is rapidly becoming essential for brands, offering immersive, interactive shopping experiences that static e-commerce cannot match. Firework data reveals video commerce can increase conversions by up to 246%, engagement time by 130%, repeat purchases by 38%, and reduce product returns by 33%.

• Strategic Collaboration:

  • Theorem contributes its proprietary commerce framework and MarTech expertise to guide brands in scaling video commerce initiatives efficiently.

  • Firework offers cutting-edge video technology, including shoppable videos, video showrooms, virtual 1:1 chat, and AI-powered video assistants.

• Integrated White Label Solution:
  
  Together, they provide a seamless, scalable platform that brands can customize and deploy without increasing operational complexity, directly impacting KPIs like average order value (AOV), conversion rates, and customer lifetime value (CLV).

• Leadership Quotes:

  • Unni Kurup, Director of Consulting at Theorem: “Video commerce is a strategic imperative that accelerates the path to purchase, and our partnership makes operationalizing it scalable and accessible.”

  • Jay Kulkarni, CEO and Founder of Theorem: “By combining expertise and technology, we’re delivering a scalable solution for brands to grow with video commerce.”

  • Sam Horton, VP of Strategic & Alliance Partnerships at Firework: “Our collaboration empowers brands to deploy personalized, data-driven video experiences that convert engagement into sustainable growth.”

• Market Opportunity:
  
  Despite 95% of digital commerce still occurring on traditional eCommerce sites, challenges in strategy and execution have limited video commerce growth. The market is projected to grow from $695 billion today to $3.7 trillion by 2029, with a compound annual growth rate (CAGR) of 32%, highlighting the urgency for brands to adopt video commerce solutions.

Theorem and Firework’s partnership represents a powerful step toward making video commerce accessible and scalable for brands worldwide. Through integrated technology and strategic expertise, they are set to drive the next evolution in digital commerce, enabling brands to create richer, more engaging shopping experiences that boost growth and customer loyalty.