How to Use Video in E-commerce Marketing to Drive Conversions 

May 20, 2023

As an e-commerce store owner, using videos as a medium for sharing content on any social media platform is probably the best thing you can do to garner attention from the right target audience. 

Short video formats such as Instagram reels, YouTube shorts, and TikTok videos are consumed and enjoyed thoroughly by people. 

And they can work wonders for your eCommerce business if you learn how to make the best out of it. 

Furthermore, videos have a higher chance of getting noticed and going viral and have higher education and entertainment value. 

Therefore, videos can be a great marketing tool to grow your online store. In this article, we will talk about how videos can help in E-commerce marketing. 

Reasons Why Your Business Needs an E-commerce Product Video Marketing

Having an online presence is essential for businesses today. E-commerce product video marketing is a highly effective way to showcase your offerings to potential customers.

Video content can inform, entertain, and inspire your audience. Here are the top reasons why your business should invest in e-commerce product video marketing.

Video Content Improves SEO

Videos that are keyword-optimized and relevant to your product or service can improve your e-commerce store's chances of appearing in search results. 

It is common knowledge that videos are one of the best ways to optimize a website for a search. 

Focus on improving the overall SEO through your videos in the long run, and you will automatically start popping up in the search results.  

Video Boosts Conversions & Sales

E-commerce videos are a vital part of the sales process. 73% of U.S. adults say they are more likely to purchase after watching a video explaining the product or service. 

Videos can turn your active viewers into potential customers. Thus, they can help in driving conversions and sales.

Videos Have a Higher ROI

According to a survey conducted by on June 2022, among video marketers worldwide, 39% of respondents said short-form videos were the video formats with the highest return on investment (ROI). 

This was followed by 16% of respondents saying long-form videos had the highest ROI, while 11% cited video graphics. 

Therefore, videos have a higher return on investment than other marketing strategies.

Videos Form Loyalty

In 2019, Stackla surveyed over 1,500 consumers and marketers in the U.S., U.K., and Australia. 

The study revealed that 90% of people say authenticity is important when deciding what brands they like and support. 

Videos help showcase your originality and establish your brand by connecting directly with your target audience, thus helping form loyalty.

Guide to Get Started With Video Marketing Strategy

Video marketing has become essential for e-commerce businesses to promote their products and services. 

With the increasing popularity of video content, creating and sharing videos has become more accessible than ever. 

But to make your video marketing strategy successful, you must have a plan. 

You can follow the steps below to start your video marketing strategy.

Defining Your Goals: Why Do You Want to Create E-commerce Videos?

Before you start creating videos, it's essential to define your goals.

Without any goals, your content will be unplanned and ineffective.  

You can ask yourself questions like:

  • What do you want to achieve through video marketing? 
  • Do you want to increase brand awareness, drive more traffic to your website, or boost sales? 

Defining your goals will help you create videos tailored to your specific objectives. It can help you better achieve your goals and grow your audience. 

Determine Your Target Audience

Once you have defined your goals, the next step is to determine your target audience. 

Knowing your target audience is essential for creating compelling eCommerce videos. 

Determine what demographic you want to reach and create videos that resonate with them. 

Understanding your target audience can help you create content that connects with them and drives engagement.

Ask yourself questions like:

  • Who are you creating the videos for? 
  • What are their interests, needs, and pain points? 

Try to create videos that resonate with them and persuade them to take action. 

Platforms To Host And Distribute Your Videos

Once you have created your eCommerce video, you must choose the platforms to host and distribute it. 

There are many options, such as YouTube, Instagram, TikTok, Facebook, and your website. 

Currently, YouTube is the most popular video hosting platform, and TikTok has the highest engagement rate for short videos, whereas Instagram has the highest organic engagement between users and brands. 

Consider the audience you are trying to reach and their preferred platforms to distribute your videos effectively.

Identify your target audience, and research their tastes and preferences. You need to know your target audience's favorite platform and start video marketing there. 

It is the quickest and most efficient way to reach your audience online.

Decide Where You Will Use The Videos

Determining where to post videos is essential. 

You can use them on various platforms, such as social media, blog posts, emails, landing pages, or product pages. 

Deciding where to use your videos will help you understand the context in which they will be viewed and tailor them for their intended purpose. 

You can reach a broader audience and increase engagement by integrating videos into different marketing channels. 

The Goal of Each Ecommerce Video

Each video you create should have a specific goal. 

It could be to educate customers, demonstrate a product, capture attention, or drive sales. 

For example, a product demo video aims to showcase the key features and benefits of a product, while a customer testimonial video aims to build trust and credibility with your audience. 

Defining the purpose of each video will help you create effective content that aligns with your overall eCommerce video marketing strategy.

Maintain A Practical Budget

Creating high-quality videos can be expensive, but it's essential to maintain a reasonable budget for your video marketing strategy. 

You don't need to spend a fortune on expensive equipment or professional videographers. 

With a smartphone and some basic editing tools, you can create engaging videos that resonate with your audience.

6 Types of Ecommerce Videos You Should Be Using

E-commerce businesses always look for new ways to increase conversions and boost sales. 

Video has become an increasingly popular way to engage with customers and showcase products in a way that static images and text simply can't match. 

So these are some types of e-commerce videos you should be using:

Product Close-up

Product close-up videos are a great way to showcase the details of your products. 

These videos typically zoom in on specific features or elements of the product, providing a level of detail that static images simply can't match. 

For example, a watch brand might use a Product Close-up video to show the dial's close-up and the watch belt's texture.

Product Overview 

A product overview video is a great way to give customers a general sense of your product. 

These videos typically showcase the product from various angles, highlight critical features, and provide context for how the product might be used. 

For example, a software development brand might use a product overview video to show how its antivirus software can be used and how it works.

Testimonial Videos

Video testimonials are a powerful tool for building trust with potential customers. 

These videos typically feature satisfied customers sharing their experiences with your product or service. 

Video testimonials can be particularly effective because they allow customers to see and hear real people sharing their thoughts and feelings about your brand.

Product Tutorial

Product tutorial videos are a great way to provide customers with step-by-step instructions for using your product. 

These videos can be beneficial for products that are complex or have a lot of features. 

For example, a leading cosmetic brand might use a product tutorial video to walk customers through the various styles to use its new eyeliner.

Message From the Founder/CEO 

A message from the founder or CEO can be a great way to build a personal connection with potential customers. 

These videos typically feature the founder or CEO sharing their vision for the company and their passion for the products or services they offer. 

This type of video can be particularly effective for smaller e-commerce businesses looking to differentiate themselves from larger, more impersonal competitors.

Explainer Videos

Explainer videos are a great way to simplify complex concepts or processes. 

These videos typically use animations or illustrations to help explain how a particular product or service works. 

Such videos aim to pinpoint a problem your audience is facing and introduce your product as a solution to the problem. Hence, this might be a good idea for your marketing video.

How to Implement Product Videos in Your E-commerce Marketing?

Here are some tips to help you effectively incorporate product videos into your e-commerce video marketing strategy:

Context Is King

Your product videos should provide context to your customers, showcasing the benefits and features of your products.

 Your audience should know why they should use your product and how it will help them. 

For instance, instead of simply showing your customers how to use your product, show them how it can solve their problems,

Show and Tell

Your product videos should include both visuals and audio to showcase your products. 

This will help your customers better understand your products and make informed purchasing decisions. 

Show and tell your customers how great your product is and how it is worth their time and money.

Share Your Story

Customers want to connect with brands that they can relate to. 

Share your brand story and values through your product videos to build trust and establish a loyal customer base. 

This is where you can use customer testimonials and user-generated content. 

Word of mouth is a great medium that can help your potential and new customers connect with your previous ones and learn about their experience with your e-commerce business directly.


Always remember that you can be as original as you want and not limit customization to a logo or a name. 

Customize your product videos to cater to your target audience. Get as creative as you want. 

Do your homework about your target audience and make your video accordingly. For example, if your audience consists of young adults, create trendy and fun videos.

Include a Clear CTA

Your product videos should include a clear call-to-action (CTA) that prompts customers to take action. 

This could be directing them to your website or asking them to follow your brand on social media. 

Make sure to add hype around your CTA so that it will prompt your audience to decide to choose your brand immediately. 

Take advantage of the fear of missing out and add a direct, easily accessible call to action.

How To Measure The Success of Your E-commerce Video Marketing Strategy?

E-commerce video marketing has become essential for businesses to attract and retain customers. 

It can significantly impact sales, build brand awareness, and increase customer loyalty. But how do you measure the success of your e-commerce video marketing strategy? 

Here are some key metrics to consider:

The Number of Views

The number of views is a primary metric for measuring the success of your eCommerce marketing strategy. 

This metric will help you determine how many people have watched your videos. 

You can track the number of views on your website or social media sites like YouTube, Instagram, Facebook, TikTok, etc. 

The more views you have, the higher the chances of your video being shared, increasing your reach and engagement.


Engagement measures how your audience interacts with your videos. This metric includes likes, shares, comments, and click-through rates. 

High engagement levels mean that your videos resonate with your audience, and they find them informative, entertaining, or both. 

You can use engagement data to fine-tune your videos and make them more appealing to your target audience.


Conversions are the number of people who took the desired action after watching your video. 

This metric could be signing up for a newsletter, filling out a contact form, or making a purchase. 

Tracking conversion rates can help you determine the effectiveness of your e-commerce video marketing strategy. 

You can use conversion data to optimize your video content and improve conversion rates.


Revenue is the ultimate goal of any e-commerce business, and tracking it is essential to measuring the success of your e-commerce video marketing strategy. 

You can track the revenue generated by your videos by implementing tracking tools like Google Analytics, which will allow you to see the direct impact of your video marketing efforts on your bottom line.

6 Winning e-commerce video examples from real-life brands

Here are seven of the best e-commerce video examples from real-life brands that successfully drew our attention:

1. Bolt Food – Picked Up

Bolt Food is an online food ordering and delivery platform launched by Bolt in 2019. 

This simple animation of the guy just picking up the delivery item and moving on basically shows what the app is supposed to do. 


2. Flying Cafe 

Opengear offers Network Monitoring, Data Center, and I.T. Infrastructure Management Solutions for secure remote access to all of the critical systems. 

The flying cafe animation for Opengear Retails creates a fitting metaphor for the crashing down of the internet, thus drawing attention and also explaining how the software functions.


3. Psiphon 

Psiphon is a circumvention tool from the developer Psiphon Inc. that uses VPN, SSH, and HTTP Proxy technology to have uncensored access to all Internet content. 

As you browse, the client will learn about new access points so that you can easily bypass blocks. 

This simple illustration shows how to use it and get going.


4. Dud's Onboarding Animation

You can use Dud's to find the right clothing and accessories brand. This simple animation represents what onboarding looks like and explains how duds work.


5. Indemandly

Indemandly is a customer messaging platform or a live chat tool that helps increase conversions and grow business. 

It allows marketers to highlight important announcements like events, seasonal sales, and new product launches for website visitors to see instantly. 

It helps customer engagement by offering features like drag and drop of the calendar invite link, newsletter sign-up, or event sign-up form integrated during client conversations. 

The explainer video uses this animation to highlight what purpose the service fulfills, thus making it into an excellent short video.


6. Zalando

Zalando is an online shop with a wide range of products from international brands. 

Zalando is one of Europe's largest online shops that deal with clothing, shoes, bags, and accessories for the entire family, as well as a wide range of sportswear and sporting equipment, premium brands, and products for the home. 

This video is an exciting way to promote their “Explore Mode” feature.

FAQs: Video in E-commerce Marketing

What is video marketing in eCommerce?

Video marketing means using videos to promote and tell people about your product or service. 

It helps increase engagement on your digital and social channels, educates your audience, and allows you to spread them through a new medium.

How do videos help eCommerce?

Videos help eCommerce by enhancing customer experiences, sharing brand information, and increasing conversions, sales, and trust levels.

What is the importance of video marketing in eCommerce?

Video marketing is essential because it engages your audience and triggers emotions necessary to build a long-term relationship. 

Video marketing helps lead generation, and it has a positive impact on sales. Due to the video's highly engaging format, it works wonders across multiple channels.

Conclusion: Video in E-commerce Marketing

Video has become a vital tool for e-commerce marketers looking to engage with their audiences in a more interactive and dynamic way. 

With the rise of social media and the increasing popularity of video platforms like Instagram and TikTok, consumers have come to expect high-quality video content from their favorite brands. 

By incorporating video into your e-commerce marketing strategy, you can showcase your products more compellingly and build a deeper connection with your audience. 

Whether creating product demos, explainer videos, or behind-the-scenes footage, video can help you stand out in a crowded marketplace and drive more sales. 

So, don't miss out on the benefits of video marketing – start incorporating it into your e-commerce strategy today! 

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