Product Videos That Convert: What Top E-commerce Brands Do Differently
Written by:
Mary Beth Wilson
Jun 30, 2025
5 min Read
Not all product videos are created equal. Some feel like static images in motion—forgettable, flat, and easy to scroll past. Others grab attention, answer questions, and give shoppers the confidence to click “Add to Cart.” The difference? Strategy.
Let’s take a look at what top e-commerce brands do differently when it comes to product videos and how Eko-powered experiences help turn browsers into buyers.
They Prioritize Real Use Cases, Not Just Specs
Rather than listing features and specs, high-converting product videos show real people using the product in real situations.
Take Andie Swim’s Interaactive Fit Guide: Instead of a generic model twirl, Andie lets shoppers explore swimsuits based on body type, support level, and coverage. Shoppers can see how a style fits on someone like them, leading to more confident purchases and fewer returns.
Show your product solving a real problem or fitting into a relatable lifestyle. Use video to close the gap between curiosity and conversion.
They Let Shoppers Choose Their Journey
Don’t assume every shopper is looking for the same thing. Forward-thinking brands use interactive video to let customers explore what matters most to them.
Lalo uses an Eko-powered video to let parents and gift-givers explore their Workbench toy in action. Shoppers can click to learn about its Montessori-inspired design, built-in storage, and how the set promotes open-ended, skill-building play. Instead of sitting through a one-size-fits-all demo, shoppers can choose to explore which feature they care most about, making the research process more intuitive and personal.
Personalization drives conversion. When shoppers control the narrative, they’re more likely to stay engaged and follow through.
They Focus on Clarity Over Creativity
Creative polish matters, but what really sells is clarity. Top brands use product videos to explain benefits, answer FAQs, and eliminate friction.
For a high-consideration product like a specialty coffee maker, Cumulus used an Eko-powered video to walk shoppers through key features like brew modes, water reservoir size, and countertop fit. Rather than relying on jargon, the video answered the questions most likely to prevent a purchase—right on the PDP.
A product video should feel like shopping in a store: clear, helpful, and informative.
They Think Beyond the PDP
Great product videos don’t stop at the product page. They show up in ads, emails, social, and even AI-powered shopping assistants.
NZXT used the same imagery from their PDP in retargeting ads, helping shoppers pick up where they left off. It kept the brand experience consistent and drove higher return-to-site behavior.
Maximize your video ROI by planning for reuse and reach. A great product video is a powerful sales asset on and off your website.
They Scale with Consistency
Leading brands create consistent, high-quality content across their entire catalog.
Walmart is rolling out Eko-powered interactive product videos across its full assortment, covering everything from baby gear to electronics. By investing in scalable, structured video content, they’re making it easier for shoppers to explore and compare products, no matter the category.
Don’t leave product videos to your hero SKUs. Build trust across every touchpoint by scaling with quality.
Final Thoughts
There’s no secret formula for a perfect product video. But the brands that see results tend to follow a few simple principles: show real use cases, simplify the customer journey, eliminate uncertainty, and make it scalable.
Eko makes it easy to create high-converting, interactive product videos that check every box. Want to see what your product pages could look like with smarter video strategy? Let’s talk.
