Best Practices
Jul 25, 2025
What we'll talk about
Interested in video for ecommerce? Learn more about ecommerce product videos and explore video marketing ideas.
Selling online isn’t just about listing your products anymore. With the competition growing every day, standing out means giving your potential customers more than just a static image or a paragraph of text. That’s where ecommerce video steps in. Whether it’s a quick clip showing off a product or a professional explainer, video content has become one of the most powerful tools to engage, inform, and — most importantly — sell.
In this guide, we’ll walk through how video is changing the ecommerce game, the different kinds of videos you can make, and how to use them to actually drive sales (not just views or likes).
Why Video Matters in E-Commerce
You’ve probably noticed this yourself: when you’re shopping online and see a product video, you're more likely to stick around. That’s not a coincidence. Video helps people get a better feel for what they’re buying: how big something is, how it works, how it looks in real life.
From a business angle, it’s a win across the board. Sites with video tend to see better engagement, longer time on page, and yes — better conversion rates. Some brands have even reported increases in sales just by adding a 30-second clip to their product pages.
It’s also worth noting how video fits into the bigger marketing picture. Platforms like Instagram, TikTok, and YouTube all favor video, meaning your content is more likely to be seen. That’s free reach you don’t want to miss. And let’s not forget SEO — search engines love video-rich content too.
More than that, video gives your brand a voice. It helps people connect with your business on a more personal level. And in e-commerce, trust = sales.
Types of Ecommerce Video Ads
There’s no particular answer here, and that’s the beauty of it. Depending on your product, audience, and goals, here are a few ideas worth exploring:
Product Demos
This one’s obvious, but for good reason. Showing how your product works is way more convincing than writing a long description about it. Whether it’s a gadget being used, a piece of clothing being tried on, or a kitchen tool in action — these product videos help customers understand exactly what they’re getting.
Blendtec’s Will It Blend? series is a perfect example. It’s simple: toss random stuff into a blender and see what happens. Sounds ridiculous, but it worked — the company saw a massive spike in sales because of it. Not every demo needs to be flashy, though. Sometimes just holding the product and talking through its features is enough.
Explainers
If your product solves a specific problem or has a learning curve, an explainer video can be a lifesaver. It’s like a friend who talks you through how something works: clear, helpful, and to the point. Dropbox famously used a simple animated explainer when they first launched, and it helped them onboard millions of users.
In ecommerce, explainers can help reduce abandoned carts by addressing confusion upfront. And they don’t need to be animated. A screen recording with a voiceover or a person talking through steps works just fine.
How-To and Tutorials
People love learning stuff — especially if it helps them get more out of a product they already want. If you sell cosmetics, shoot a makeup tutorial using your products. If you sell kitchen gear, film a recipe video.
These kinds of clips do double duty: they teach and they sell. They also make great content for newsletters and social posts. And let’s be honest: a quick "how to style this jacket three ways" video is more fun than scrolling through 15 product photos.
Customer Reviews and Testimonials
Word of mouth still matters. Only now it happens through screens. A customer saying “this product changed my life” on video hits different than a five-star text review.
Encourage buyers to send in clips or film testimonials with happy customers. If you can, feature different types of people (new moms, students, seniors) so viewers can relate. Social proof is real, and these examples can directly influence a shopper’s decision.
In the fashion world, some stores saw a 100%+ jump in conversions just from adding review videos. That’s not a fluke. That’s good strategy.
Short-Form Social Clips
Scroll through TikTok or Reels, and you’ll see what we’re talking about. These are quick, punchy videos — often under a minute — that grab attention fast. Great for ecommerce video ads, quick product intros, or showcasing what’s trending in your store.
The famous Dollar Shave Club launch video is still one of the best branded content plays around. Funny, bold, and unforgettable. It cost just a few grand to make, and it brought in thousands of subscribers within days.
Live Video & Interactive Content
This one’s gaining traction — fast. Going live on Instagram or hosting a product drop on TikTok Shop lets you connect with customers in real time. You can answer questions, show off features, and even offer limited-time deals.
In China, live shopping is already massive. And it’s catching on elsewhere too. Some brands see conversion rates of 21–30% during live streams — compared to the usual 2–3%.
Interactive videos (where viewers can click to choose what happens or explore a product) are also growing. Nike did it with a shoppable video experience. Viewers could click on the clothes they liked and buy them right away.
It takes some tech, but if you’re looking for something fresh and engaging, this might be it.
How to Use Video to Drive Sales
Knowing what types of videos exist is one thing. Actually using them to move the needle is another. Here’s what works:
1. Put Video on Your Product Pages
This is low-hanging fruit. A quick clip at the top of the page can give shoppers the final push they need. Brands like Zappos did this and saw a noticeable lift in sales. Why? Because people could see what the shoe looked like in motion, not just in a studio shot.
And yes — keep the video short. One to two minutes max. No need to explain every detail — just enough to build trust and excitement.
2. Share on Social Regularly
Your videos shouldn’t just live on your site. Cut them into shorter pieces and post them on Instagram, TikTok, YouTube Shorts. These clips help expand reach and can drive new traffic to your store.
Don’t overthink production, either. Raw, real clips shot on a phone often perform better than polished ones. Just make sure they’re well-lit and easy to follow.
Speaking of editing, if you're looking for something simple and beginner-friendly, many folks use iMovie on Mac or iMovie for Windows alternatives to trim clips, add music, or include text overlays. No need for heavy software here.
3. Use Video in Ads
Aim for 15–30 seconds, lead with a strong hook, and end with a clear CTA. Think: “Shop now” or “See it in action.”
Try A/B testing different versions — one funny, one straight-laced, one fast-paced, one slower. Let the data guide what works.
4. Email + Video = Good Combo
Email marketing still works, and adding a video thumbnail can seriously boost clicks. Whether it’s a “product of the week” highlight or a behind-the-scenes tour, video brings a fresh dimension to your campaigns.
You can also include video in post-purchase emails — showing how to use a product, or giving care instructions. That reduces customer confusion and returns.
5. Don’t Stress Perfection
Most shoppers just want to see what a product looks like, how it’s used, and whether it fits into their life. That’s it.
As long as your lighting is good, and the sound is clear, you’re good to go. Keep it real, and don’t try to fake perfection. In a lot of cases, too perfect = less believable.
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Wrapping It Up
Video for ecommerce is a practical, effective tool for showing products, answering questions, and nudging people toward the checkout button.
The trick is just to get started, stay consistent, and keep the focus on helping people — not just selling to them. When you help people make better decisions, they tend to return the favor with their wallets.
Victoria Greywing, Guest Author
About the Author
Victoria is a content manager at an IT company, brings a wealth of expertise in video production, video marketing, and YouTube promotion. Through her proficiency, she delivers expert content, providing valuable insights. LinkedIn