Joseph Joseph is a globally recognized British homeware brand, celebrated for its innovative, functional, and design-led products, ranging from kitchen tools to storage solutions. With products sold in over 100 countries, its multiple regional e-commerce sites serve as the primary channel for product discovery and sales.
Videos are a key component of Joseph Joseph's digital strategy. They are essential for showcasing innovative products and explaining the unique benefits and design to customers. Prior to ImageKit, these videos were hosted and delivered using Vimeo.
By using ImageKit, Joseph Joseph has built a unified and secure video hosting and delivery pipeline that ensures fast, high-quality product video playback across all markets while keeping infrastructure costs under control.
“What makes ImageKit different is how deeply they partner with you. They helped us not only with the integration but also uncovered inefficiencies we didn't even realize existed, optimizing video delivery, eliminating misuse, and maintaining rock-solid performance across regions. For a global brand like ours, that reliability is everything.”
— Chris Forscutt, Product Owner, Joseph Joseph
Key results at a glance
- 40%+ reduction in video infrastructure costs with optimized bandwidth usage and a more economical price point compared to its previous provider.
- Simple workflow to upload, manage, and publish videos — teams now take videos live by simply uploading to ImageKit and copying the share URL into Shopify.
- High-quality adaptive bitrate streaming for customers globally, automatically adjusting to network conditions and starting fast on mobile with low-resolution variants for smooth viewing.
- Improved visibility and control over video usage, enabling the team to identify and prevent unauthorized video streaming.
The challenge: Escalating bandwidth and loss of control
Videos have always been at the core of Joseph Joseph's storytelling. Each video clip highlights a design innovation or a feature that sets its products apart. But as the company's traffic and the video content grew, its previous hosting setup could not keep up.
Unpredictable bandwidth and rising costs
The previous provider offered little visibility into bandwidth usage. And with traffic growing, Joseph Joseph had to bear an ever-increasing video streaming cost.
Unauthorized video embeds
To add to the problem, the publicly accessible video embed URLs allowed unauthorized sites to embed Joseph Joseph's videos. This not only gave rise to copycat websites but also drove uncontrolled video bandwidth consumption. Due to a lack of in-depth analytics, Joseph Joseph's team had no way of identifying such websites and stopping them from using its content.
Poor support
When Joseph Joseph’s team attempted to optimize its usage, it received no significant support or technical insight from the vendor, leaving them struggling with high costs without a solution in sight.
Solution: ImageKit’s Adaptive Bitrate Streaming and video hosting
When the team began evaluating alternatives, they weren't just looking for a video hosting solution; they were also seeking a comprehensive solution that would meet their specific needs. They needed a platform that could also deliver high performance across devices, transparent usage analytics, and be easy to switch to and use for their growing video content repository.
During the initial evaluation, Joseph Joseph tested ImageKit’s playback performance against other vendors that were being evaluated and found ImageKit consistently faster, particularly on mobile. Here are more details on how ImageKit helped:
1. Easy to use video hosting and Shopify integration
Migrating existing videos to ImageKit was straightforward - upload to ImageKit’s Media Library, copy the delivery URL, and paste it into Shopify.
The Media Library interface was easy to learn yet robust, allowing for seamless upload and management of video assets. The tech team only a minor code change to utilize ImageKit's URL-based video API for adaptive bitrate streaming on Shopify. But the overall workflow for the e-commerce team remained the same allowing them to go live instantly.
2. Adaptive bitrate streaming with complete control
With ImageKit's URL-based adaptive streaming, Joseph Joseph maintained complete control over playback. They could now use their own video player and choose which variants to load or not load based on different use cases. This was as simple as appending the ImageKit parameter /ik-master.m3u8?tr=sr-360_480_720_1080 to their video URLs in the Shopify template code.
Use of adaptive bitrate streaming also ensured a fast startup on mobile devices with low-resolution variants that smoothly transitioned to HD variants on larger screens.
3. Clear Visibility into Bandwidth Usage
ImageKit's detailed analytics provided breakdowns of bandwidth consumption by day and by referrer, helping the team quickly spot where videos were being played and detect unauthorized usage, enabling faster corrective action.
4. Hands-on technical support
The ImageKit team provided active, technical support throughout the migration and beyond - monitoring bandwidth trends, suggesting lazy-loading improvements, and even sharing code snippets to implement optimizations such as pausing videos when they are out of view to save bandwidth. Unlike other vendors, ImageKit's support was practical and results-driven, rather than merely advisory.
Results: Measurable impact within a few months
The migration to ImageKit brought immediate, tangible improvements in both performance and cost efficiency for Joseph Joseph's global eCommerce operations.
Significant reduction in video data consumption
Despite growing website traffic, optimized streaming with ImageKit allowed Joseph Joseph to serve videos at a fraction of the previous bandwidth usage. Smart delivery settings and better control over playback ensured efficient streaming without compromising visual quality.
40%+ lower, predictable delivery costs
With stabilized bandwidth and transparent monitoring, Joseph Joseph transitioned to a predictable pricing model, resulting in a 40% reduction in overall delivery costs. The brand no longer faced unexpected overages or billing surprises, which were common with its previous provider.
Fast, high-quality playback across devices
Complete control over video configuration and player behavior ensures consistently smooth playback across desktop and mobile devices. ImageKit's adaptive streaming ensured instant startup on mobile and crisp HD quality for all users, maintaining the premium viewing experience Joseph Joseph is known for.
Next steps
Joseph Joseph plans on extending its partnership with ImageKit beyond video delivery including optimizing image delivery and associated workflows to improve Core Web Vitals across all storefronts, and utilizing upcoming ImageKit features to increase video engagement and conversions.
Conclusion
The current migration has already transformed a cost-heavy setup into a fast, secure, and predictable video delivery system. Today, Joseph Joseph’s videos stream flawlessly across regions, protected from misuse and fully optimized for performance. With ImageKit, the brand continues to deliver its design-led storytelling with the same precision and efficiency that define its products.
