Selling online isn’t just about having the best product anymore. It’s about showing it in the most irresistible way possible. Welcome to the age of eCommerce video, where one solid product clip can say more than a thousand glowing reviews.
From quick TikToks to sleek product explainers, eCommerce video is no longer a “nice bonus.” It’s the golden ticket to more clicks, higher conversion rates, and, yes, better sales. In this guide, we’re cutting through the noise and giving you the what, where, and how of product videos.
Why Video for eCommerce Is a Big Deal
There’s a reason your competitors are leaning so heavily into video content. And it’s not just because everyone loves watching unboxing videos in their pyjamas at 2 AM.
Here’s what’s going on:
- People remember the video. Our brains are wired for visual and motion stimuli. A short clip of your product being used in real life often beats static images.
- It boosts your conversion rate. You know those visitors who bounce because they can’t picture how that bag fits or how the fabric moves? A video fixes that.
- The video is SEO-friendly. Google sees the video and gets excited. Product pages with embedded videos are more likely to rank higher in search engine results.
- Trust goes up. Showing your product in action (especially with a real human) builds confidence and reduces return rates. That's good for business.
In short, eCommerce video equals less guesswork and more sales.
Let’s Talk Types: The Videos That Work
If you think “video” means one thing, think again. A great eCommerce video strategy is like a playlist: it needs variety. Here’s the breakdown of what kinds of content work and where they shine:
Explainer Videos (The “Who Are You?” Stage)
Perfect for homepage visitors or top-of-funnel ads. These short and punchy clips showcase your value proposition and brand vibe. Think of them as your elevator pitch, except they’re more like escalators because they move viewers toward the next step smoothly.
Keep them tight, clear, and a little clever. You’re not just reading your About page; you’re giving people a reason to care.
Product Videos (The “Okay, Tell Me More” Stage)
This is your spotlight moment. Show your product in action, in real-time, with close-ups, motion, and a touch of drama.
The best product videos eCommerce brands use don’t just show the product; they sell the experience. Add specs subtly, include a real person using it, and show details that photos can’t capture.
Testimonial Videos (The “Should I Trust You?” Stage)
Written reviews are great, but a real customer talking about how your product changed their routine? That’s next-level trust-building.
Bonus points if you keep these casual and honest. Perfect is fine, but authenticity is what sells. Think less “corporate interview,” and more “FaceTime with a friend.”
eCommerce Video Ads (The “Click Here Now” Stage)
Short, bold, and optimized for scroll-stopping — these are your paid campaign heroes. eCommerce video ads are built for platforms like Instagram, Facebook, and YouTube, and they’re all about strong visuals and crystal-clear calls to action.
Remember: you have about three seconds to catch attention. Use them wisely.
Live Shopping & Interactive Video (The “Let’s Buy This Together” Stage)
These are the new kids on the eCommerce block, and they’re stealing the spotlight. Live eCommerce events combine demos, Q&A sessions, urgency, and community all in one package. Think QVC for the TikTok era.
Utilise platforms like Instagram Live, YouTube Live, or your site to inject real-time energy into your funnel. Hint: urgency + limited-time offers = serious sales.
Creating eCommerce Video Ads Without a Studio Budget
Here’s a little secret: You don’t need fancy gear, a video team, or “cinematic B-roll” to make effective eCommerce videos. What do you need? A plan, a bit of light, and maybe a stable tripod.
Here’s how to get started with scrappy but great video production:
- Use your phone. Smartphone cameras are ridiculously good these days. Just clean the lens and don’t film in the dark.
- Invest in lighting. A $30 ring light can make a $10 product look like a million bucks.
- Simple editing tools go a long way. If you no longer own a Mac PC and miss iMovie — good news, there are plenty of iMovie for Windows alternatives.
- Batch shoot. Film multiple videos in one go, change up the background or outfit, and now you’ve got weeks of content.
- Reuse everything. That product demo? Cut it into reels, GIFs, TikToks, carousel ads. You name it.
The goal isn’t to look like an Avengers movie. It’s to sell with clarity, emotion, and a hint of personality.
Repurpose, Reuse, Repeat: Stretching One Video Into Many
Every eCommerce video you make has the potential to become a content hydra: cut off one head, and five more grow back (in a good way).
Here’s how to squeeze more value out of your video content:
- Edit long videos into short clips for Stories and TikTok.
- Add subtitles and use them as silent autoplay videos on your site.
- Pull key frames as high-quality thumbnails or social posts.
- Remix testimonials into a trust-building montage.
- Add a voiceover and transform a how-to guide into an engaging ad.
Repurposing isn’t just smart; it’s a matter of survival. Especially if your team is small and your goals are big.
Building a Lean, Mean Video Tech Stack
Tech shouldn’t overwhelm you; it should empower you. You don’t need every gadget and subscription under the sun. You just need a few solid tools that match your workflow.
Here’s what your starter stack might look like:
- Capture tools: A tripod, lighting, and your phone.
- Editing software: Something intuitive and friendly. Avoid the rabbit hole of pro suites unless you have time to spare.
- Performance tracking: Utilise analytics tools to monitor the performance of your videos.
- Your eCommerce platform: Ensure it supports embedded video, loads quickly on mobile devices, and displays well across various devices.
Find Video tech built specific for eCommerce stores here
Real Brands Doing It Right
Need some inspiration? Here are a few brands that are crushing eCommerce video in their styles:
- Glossier: Their minimalist product videos and user testimonials make their site feel personal, not pushy.
- Allbirds: They explain materials, sustainability, and features with charming, low-fuss explainer clips that feel smart and sincere.
- Gymshark: They’ve created a branded fitness media platform that combines workouts, product drops, and community shoutouts. Sales follow.
- Beardbrand: This brand knows the value of storytelling. Their YouTube channel isn’t just about beard oil; it’s a lifestyle. And it sells.
Don’t copy. Adapt. What makes these brands stand out isn’t production value. It’s strategy, clarity, and consistency.
Video Metrics Worth Your Attention
You made the video, uploaded it everywhere, and shared it in five Slack channels. But… did it work?
Keep an eye on:
- View-through rate (VTR) – Did people watch the whole thing?
- Click-through rate (CTR) – Did they do something after?
- Conversion rate – Are those views turning into revenue?
- Watch time – Did you hold their attention?
- Comments & shares – Is the content resonating?
And if you're in B2B eCommerce, those engagement stats might matter even more because longer sales cycles mean you’ll want to track who's watching what and when through the funnel.
Final Thoughts
eCommerce video is the most direct, engaging, and scalable way to boost your brand and increase your sales. Great product videos help you cut through the noise and get customers to care.
Start where you are. Use what you’ve got. Don’t overthink it. The best eCommerce videos aren’t about perfection; they’re about connection.
And who knows? That next video might not just increase your conversion rate. It might turn your brand into a fan favourite.
