Ecommerce Video Marketing: What Works And What’s Next

We live in an era where customer attention spans are shorter than ever, making it increasingly challenging for brands to connect with their audience. Brands rely on video marketing to engage customers more effectively and drive sales. This is where eCommerce video marketing comes into play.

Over the past few years, video marketing for eCommerce has soared in popularity, proving its value as an essential strategy for brands to convert their audiences. The ability of videos to keep viewers engaged and provide them with valuable information has made them a cornerstone of modern marketing efforts.

By 2025, 89% of businesses have embraced video as a key marketing tool, marking an all-time high since 2016. This remarkable growth highlights the undeniable impact of creating videos in today’s digital landscape.

So, how can your eCommerce business utilize videos to boost sales and stand out in a crowded marketplace? You’ve come to the right place. In this blog, learn the actionable strategies of eCommerce video marketing that you can incorporate into your brand’s strategy for 2025.

What Is eCommerce Video Marketing?

A strategy that uses video content to promote products, engage customers, and drive sales in an online shopping environment is known as eCommerce video marketing. This includes creating product demos, explainer videos, testimonials, live streams, and short-form content tailored for platforms like Instagram, Facebook, YouTube, and TikTok.

Video marketing helps brands showcase their offerings visually, simplify complex information, and build trust with customers. This makes it a powerful tool for increasing conversions and enhancing the shopping experience. In a digital-first world, eCommerce marketing for video is essential for capturing attention and standing out in a competitive market.

Different Types of eCommerce Video Marketing

Video marketing is an important aspect of building trust and engagement for an eCommerce brand. Here are six major types of eCommerce videos:

• Shoppable Videos- A type of interactive videos that help website visitors purchase a product directly.
• Product Videos- eCommerce product videos are the simplest form of video marketing examples for brands.
• Customer Testimonial Videos- A marketing asset for the eCommerce industry that features existing or past customers’ first-hand experience of a product in their video.
• Social Videos- These are crisp videos that are tailored to be shared and watched on social media platforms like Instagram, Facebook, YouTube, etc.
• Live Videos- A live video or a live stream is a video broadcast in real-time over the internet on social media platforms.
• Educational Videos- These types of videos are meant to educate people about a particular problem for their relevant topics.

Reasons To Use Video Marketing In eCommerce

Video marketing is a game-changer for eCommerce brands. How? Keep reading to learn more:

• Videos Generate Leads

Whenever the audience engages with the videos, the chances of converting into potential leads will increase. Every second of the video will contribute to building brand awareness, increase engagement, and eventually generate leads.

According to Wyzowl 2023, 92% of marketers say that video gives them a better ROI.

eCommerce video marketing is like a lead-generating plant for online businesses but should be utilized properly to get better results.

• Improves Conversion Rate

One of the main reasons to use video marketing in eCommerce is its impact on conversion rates. The more leads you attract, the higher your chances of turning them into customers— it’s that simple.

Shoppers who watch product videos are more likely to go from just browsing to making a purchase. Videos showcase products more effectively than images, giving customers a clearer view of what they’re buying.

eCommerce video marketing can boost conversion rates by 86%.

• Videos Increase Brand Awareness

Introducing a brand through a video is one of the most effective ways. With videos, you can create marketing campaigns revolving around your brand’s story and a good story can eventually escalate your sales.

There are billions of videos played daily, providing a chance for your eCommerce videos to be seen and shared by millions compared to the texts. Video content is more likely to attract people which increases brand awareness.

• Advances Search Engine Visibility

Customers probably go to search engines like Google when they are looking for a specific product. If you think that search engines provide ranking only to blogs and texts then you are wrong.

A website that contains video has 53x more chances of reaching Google’s first page.

Search engines are highly trained and understand that a customer might look for video content over written content. This is the reason, videos are highly ranked on the SERPs making eCommerce video marketing strategy crucial for businesses.

10 Crucial Video Marketing Strategies for eCommerce Businesses

Every eCommerce business faces a unique challenge and the major one is to know how to display their products on websites effectively. The perfect solution for this issue is having a robust eCommerce video marketing strategy.

1. Use Shoppable Videos To Reduce Buying Friction

Product pages were considered the most decisive factor in a customer journey until shoppable videos happened in eCommerce. Shoppable videos are revolutionizing the online shopping experience, directly addressing a major pain point: buying friction. Shoppers have the ease of buying multiple products without leaving the video with this relatively new video marketing trend.

As a part of your eCommerce video marketing ideas, if you’re trying this, it will serve two kinds of audiences the best.

• Impulsive Buyers- This type of buyers are triggered by social influence or a current emotional state. To get the maximum information within a short time, these buyers look at shoppable videos to cut the customer journey short.
• High-Intent Buyers- On the other end, these shoppers are clear about what and why they want. They just need a little more information from the brand’s end to make the buying decision.

Here’s what you can do to make shoppable videos get more traction in your eCommerce video marketing ideas:

• Make your bestsellers stand out by placing shoppable videos on your homepage instead of static images.
• Feature the best products as shoppable video recommendations.
• Feature all the shoppable videos on your website within the social wall.

For example, an eCommerce brand, Yellow Beauty, showcases shoppable videos on its homepage.

2. Use Explainer Videos on Product Pages

Explainer videos on product pages are a game-changer in eCommerce video marketing. They address a critical need: clarifying product features and benefits in a concise, engaging way.

Many shoppers hesitate to purchase due to unanswered questions or a lack of understanding. Explainer videos step in to bridge this gap, providing clear demonstrations and highlighting key selling points.

Wyzowl reports that 91% of people have watched an explainer video to learn more about a product or service. This underscores the widespread appeal and effectiveness of this format.

Here’s how to use explainer videos on product pages to make your eCommerce video marketing stronger:

• Use the explainer videos alongside product instructions so it will help the journey of shoppers who are scanning multiple product pages to compare & buy.
• Through auto-play videos, convey rich product specifications that easily make a part of your product page gallery.

For instance, Ava Estell– a beauty care brand added explainer videos alongside product instructions.

3. Add UGC Videos To Your Marketing Campaigns

Adding UGC videos by your brand customers adds a layer of trust and authenticity to your marketing efforts. It is because customers are tired of seeing the same videos brands produce.

Brands that use User-Generated Content (UGC) videos on their websites get 29% more conversions than brands that don’t show UGC. This is the reason UGC is a great way to create an eCommerce video marketing campaign that feels real and authentic.

As compared to traditional marketing strategies, people trust the opinions of other customers before buying a product. Such videos give a different perspective to your products as they show them in a real-life setting.

Here are some methods to incorporate UGC into your website-

• Feature the UGC videos on your landing page.
• Incorporate them in your paid advertisements.
• Smartly add UGC videos to your email marketing campaigns.
• Post them on your social media channels.

For example, an online business selling customized neon lights, Custom Neon relies heavily on UGC to develop social proof and showcase its products in real-life.

View this post on Instagram

A post shared by Custom Neon® (@customneon)

4. Repurpose Videos Into Short, Shareable Formats

Versatility is the key that holds video marketing together. Repurposing videos is always a good approach to utilize your videos efficiently. You can easily break down your longer videos into short and shareable formats for social media channels like Instagram Reels, YouTube Shorts, etc.

You can easily repurpose your customer testimonials, product videos, and educational videos to post them across different social media channels.

Here is how you can repurpose your videos into short and shareable formats:

• Use your related videos in email campaigns to nurture subscribers to encourage them to make buying decisions.
• In one of your videos, get FAQ snippets from across videos & stitch them together.
• Turn your product explainer video into a website blog.

5. Collaborate With Influencers (Micro-Influencers)

Collaborating with micro-influencers can significantly enhance your eCommerce product video marketing strategy. Their authentic connections with niche audiences often lead to higher engagement rates compared to macro-influencers.

As per the research of Hubspot, micro-influencers generate 60% higher engagement rates than macro-influencers.

This heightened engagement can drive increased traffic and sales for your eCommerce platform. Additionally, partnering with micro-influencers is often more cost-effective, allowing brands to maximize their marketing budgets while reaching targeted audiences effectively.

Here are some of the ways through which you can introduce micro-influencer content into video marketing for eCommerce:

• Host giveaway contest together- For bringing more eyes to your brand, this can be a perfect setup, especially with a “tag X friends” to enter condition.
• Get them to launch a product- You could either create a series of videos or product launch video content through a micro-influencer.

For instance, Glossier— a well-known beauty brand collaborated with a micro-influencer Michaela ( yhkayla) for their Boy Brow Arch product video content.

6. Focus on Creating Unboxing Video Content

Incorporating unboxing videos into your eCommerce video marketing strategy can significantly boost sales by giving potential customers a sense of your products. These videos offer authentic insights into product quality and presentation, enhancing consumer trust.

Potential customers can visualize themselves owning the product, increasing purchase intent. High-quality unboxing videos create excitement and anticipation, driving sales. They also provide valuable social proof and build trust in your brand.

However, 55% of viewers have been convinced to purchase a product after watching an unboxing video.

This makes it crucial to include unboxing content in your eCommerce product video marketing and here are a few ideas:

• You can create polls for live unboxing events.
• Announce an “Unboxing Week” and make your unboxing videos episodic.
• During the unboxing, discuss the common pain points like returns, exchanges, and packaging.

7. Optimizing Videos for Search and Discoverability

Optimizing videos for search and discoverability is important for eCommerce video marketing success in 2025. Effective video marketing strategies include:

• A thorough keyword research to identify relevant terms your target audience uses.
• Use keywords in your video titles, descriptions, and tags.
• Create effective thumbnails that draw viewers to click.
• Engage with your audience by responding to comments and building a community.
• Promote your videos across multiple platforms, including your website, social media, and email marketing campaigns.

Notably, video SEO practices can increase the chances of appearing on the first page of search results by 53 times.

By focusing on these optimization techniques, your product videos are more likely to reach a broader audience, leading to increased traffic and higher conversion rates.

8. Use Video As A Key Selling Point On Third-Party Marketplaces

Making video a key selling point on third-party marketplaces is essential for standing out in a competitive eCommerce landscape. By showcasing compelling product videos on platforms like Amazon, eBay, etc. you can captivate buyers, boost visibility, and drive higher sales. Here’s, what you can do it:

(A) On Amazon

There are several methods to use a video marketing strategy on Amazon, but here are two distinct ways to make the most of it:

• A+ Video Content- It should be easy for you to create A+ video content if you run a business that’s listed in the Amazon Brand Registry. This will help to enrich your listing, improve SEO efforts, and better keyword optimization.

For example, e.l.f. Cosmetics– an online brand that converts well on Amazon through A+ content that involves rich images and videos.

• Amazon Live- You have the ease of showing products in use through this video live-streaming option. During a live stream, answer the most common Q&As about your product and also announce exclusive time-limited deals.

– Also Read- A to Z of Amazon Marketing in 2025

(B) On eBay

To allow video formats for different devices, this third-party marketplace has come a long way. Here’s how you can utilize this platform’s eCommerce video marketing capabilities:

• Incorporate UGC videos into your listings- Across product pages, the marketplace only allows video integrations into the image gallery. Around 15 to 30-second videos seem to work the best.
• Design product demonstrations for more complex items- For instance, if you are selling furniture or lawn movers that can be dismantled, this is a good approach. For more credibility, in this case, keep the video length between 30 seconds and 2 minutes.

9. Link Email Marketing Videos Back To Your Site

If you’re hosting your eCommerce product marketing videos on YouTube, you don’t have to send shoppers back there. Instead, you can link back to your site where the embedded video can play through the hosting platform.

By doing this, you will be able to enhance multiple things that shoppers can enjoy, using:

• Navigational experience of customers.
• Customer’s freedom to explore several product pages.
• Their confidence & trust through social proof presented on the website.
• Your way of aligning website data with your paid traffic generation efforts, so that shoppers aren’t retargeted with the same video ad multiple times.

For better conversions, here are a few email marketing link-back tips that you can use:

• Link back your video featuring the founder to the About Us page.
• BTS videos of a product linking back to a particular product or category page.
• UGC videos also link back to the product or specific category pages.

– Also Read- What Are Drip Campaigns in Email Marketing and Why You Need Them?

10. Make A Cross-Promotion Video Strategy

When brands collaborate with other brands or individuals to promote their products to new audiences is termed as Cross-Promotion. Consider it as a win-win strategy for both sides to get more exposure.

According to research, eCommerce businesses that engage in cross-promotional activities witnessed a 23% increase in customer acquisition.

This shows us how a cross-promotion strategy around your eCommerce video content is extremely crucial. Here are the two ways in which you can do cross-promotion:

• Internal Cross-Promotion- Attach more relevant videos to every content to increase the viewers time they spend watching your eCommerce videos.
• External Cross-Promotion- You team up with other brands and influencers to reach their audience and increase brand awareness.

For instance, with an enticing video, Honey Mamas and Nutpods ran this cross-promotion campaign featuring their products for a giveaway.

View this post on Instagram

A post shared by Honey Mama's (@honeymamas)

Conclusion

eCommerce video marketing offers a powerful way to distinguish your brand in the crowded marketing landscape. Don’t just survive, thrive! By implementing these ten expert-backed strategies, you can elevate your video content beyond the ordinary.

From using micro-influencers and creating engaging unboxing videos to optimizing for search and utilizing shoppable videos, these strategies empower you to connect with your audience. Embrace the power of storytelling, personalize the shopping experience, and make video a cornerstone of your third-party marketplace strategy.

Start implementing these tips today and position your eCommerce store for success in 2025. Reach out to us for better implementation of your marketing plan!

FAQs-

1. How to measure the success of your Ecommerce product videos?

To indicate the success or failure of your video marketing campaign, the eCommerce video KPIs are:

• Watch Time- The total amount of minutes your audience spends watching your video.
• Traffic Sources- What are the best-performing channels in terms of traffic?
• Click-through Rate (CTR)- Track the percentage of viewers who click on your video’s CTA.

2. What are some video marketing production tips?

In the success of the eCommerce video marketing strategy, video production plays a crucial role. To connect with the audience, your eCommerce brand needs a compelling video that provides desired results.

The best eCommerce videos have-

• Give a compelling narrative that hooks the audience’s attention in the first five seconds.
• A product promotion.
• Background music, short captions, and good lighting are a must.
• The video must be optimized for SEO.
• A compelling CTA is critical.

3. What are the most recognized video distribution and promotion strategies?

For improved reach, some of the popular eCommerce video marketing and promotion strategies are:

• On your website, embed the YouTube videos and link to your YouTube channel.
• To get the best first impression, customize your thumbnail with a combination of high-resolution images, human presence, contrasting colors, and short text.
• To get more leverage from videos, run social media and PPC ads.
• In your newsletters, embed the eCommerce product videos also.

About The Author

Sohel Ansari

Sohel Ansari, a seasoned Marketing author at Mastroke, blends fervor into captivating coverage, channeling insights from elite platforms, echoing Kobe Bryant's 'Mamba Mentality' in his transformative writing journey.