FOR IMMEDIATE RELEASE
Theorem and Firework Partner to Revolutionize Video Commerce, Boosting Sales and Customer Lifetime Value for DTC and Retail Brands
Chatham, New Jersey — May 20, 2025 — Theorem, a leading digital marketing solutions provider, has announced a strategic partnership with Firework, the top AI-powered video commerce and engagement platform for brands and retailers. This collaboration delivers a fully integrated, end-to-end video commerce solution that simplifies adoption and accelerates results for DTC and retail brands worldwide. The partnership will launch a series of joint initiatives, beginning with a co-branded Commerce Roadshow kicking off in New York City in July 2025.
This long-term collaboration marks the beginning of a series of joint initiatives, highlighted by a co-branded Commerce Roadshow series kicking off in July 2025 in New York City.
Driving the Next Evolution in Digital Commerce
Video commerce is no longer optional—it’s the future of digital sales. Consumer behaviors are changing fast, with shoppers demanding instant, immersive, and interactive experiences that static e-commerce simply can't match. Brands leveraging video commerce have seen up to a 246% increase in conversions, 130% increase in engagement time, a 38% increase in repeat purchases, and a 33% reduction in product returns. (Firework) "Brands today are under pressure to deliver richer, faster, and more personalized experiences. Video commerce isn't just about content— it’s a strategic imperative that helps brands accelerate their path to purchase," said Unni Kurup, Director of Consulting at Theorem. "With Theorem and Firework together, brands can finally operationalize video commerce at scale without the heavy lift."
Through this partnership:
Theorem brings its proven, proprietary commerce framework and deep MarTech expertise to guide brands through the complexity of starting and scaling video commerce initiatives.
Firework brings best-in-class technology, enabling dynamic video commerce experiencesto increase conversions through shoppable video, video showrooms, virtual 1:1 chat capabilities and AI video assistant.
Together, Theorem and Firework provide a fully integrated, white label solution that empowers brands to seamlessly scale without adding operational complexity, ensuring measurable outcomes tied directly to KPIs like AOV uplift, conversion rates, and customer lifetime value (CLV).
"Video commerce represents the evolution of digital sales—more interactive, immersive, and engaging than ever before," said Jay Kulkarni, CEO and Founder at Theorem. "It’s a strategy for growth and scale when executed effectively. By combining Theorem’s full-service expertise with Firework’s cutting-edge video technology, we’re delivering an accelerated, scalable solution that empowers brands to embrace and expand video commerce with ease."
“Our partnership with Theorem is built on shared values—strategic execution, measurable impact, and innovation,” said Sam Horton, VP of Strategic & Alliance Partnerships at Firework. “Together, we’re delivering a blueprint for connected commerce—empowering brands and retailers to deploy personalized, data driven video experiences across the customer journey, translating engagement into sustainable business growth.”
Supporting a Strategic Imperative
Although 95% of digital commerce still happens on traditional eCommerce sites—not social platforms—video commerce has remained difficult to scale due to challenges in strategy, execution, and optimization. Theorem and Firework aim to change that, offering a streamlined, scalable path to success. With the video commerce market projected to grow from
$695 billion today to $3.7 trillion by 2029 (32% CAGR), this partnership gives brands the tools to lead in the next era of retail.
About Firework
Firework is the world's leading AI driven video commerce and engagement platform integrating shoppable video content into websites and digital storefronts, Firework helps businesses drive engagement, increase conversions through sourcing and syndicating rich video content and redefine digital shopping experiences. Leveraging shoppable video, video showroom, 1:1 video chat and AI video assistant, Firework empowers the world's most dynamic and exciting retailers, consumer brands to build engaging video experiences on their owned and operated digital properties and across channels at a global scale. The company employs over 300 professionals across 38 countries and has raised over $235 million in capital to date. To learn more, please visit firework.com.
Media Contact:
Jessica Luhrman
Theorem
Founded in 2002, Theorem creates, delivers and optimizes digital marketing campaigns for some of the world’s most successful brands. By offering scaled technology, media, operations, marketing, CRM, and creative solutions under one roof, Theorem can provide flexible, full-service marketing solutions to their clients. Theorem’s consultancy teams and operational expertise helps brands simplify, streamline and automate complex digital tasks. This value exchange saves clients time, reduces their costs, and increases their revenue. For more information, visit https://theorem.digital/
Firework
Firework is the world's leading AI driven video commerce and engagement platform integrating shoppable video content into websites and digital storefronts, Firework helps businesses drive engagement, increase conversions through sourcing and syndicating rich video content and redefine digital shopping experiences. Leveraging shoppable video, video showroom, 1:1 video chat and AI video assistant, Firework empowers the world's most dynamic and exciting retailers, consumer brands to build engaging video experiences on their owned and operated digital properties and across channels at a global scale. The company employs over 300 professionals across 38 countries and has raised over $235 million in capital to date. To learn more, please visit firework.com.