Why Product Videos Are Key for E-commerce Growth (And How to Use Them Right)
Written by:
Mary Beth Wilson
Feb 20, 2025
3 min Read
Product videos aren’t just a nice touch anymore—they’re essential for increasing conversions, keeping customers engaged, and cutting down on returns. Studies show that shoppers who watch product videos are 64% more likely to hit that “buy” button. With online shopping getting more competitive every day, brands that use product videos the right way can stand out, sell more, and give customers the confidence they need to purchase.
Why Product Videos Matter More Than Ever
Videos help build trust because they show products in action, making it easier for customers to know exactly what they’re getting. That means fewer surprises and fewer returns. They also keep people on your site longer, increasing engagement and making them more likely to buy. Plus, Google loves video content, so adding videos to your site can help boost your rankings and bring in more organic traffic.
The Best Kinds of Product Videos for E-commerce
Not all videos are created equal. Some of the most effective types include:
360° Views – Let customers see a product from every angle, providing a more complete view than static images.
Comparison Videos – Highlight why your product is the better choice by comparing it with alternatives.
Customer Testimonials – Build trust with real user experiences that showcase satisfaction and results.
Interactive Videos – Take engagement to a whole new level by showing products in action and letting shoppers explore details in a hands-on way.
How to Make E-commerce Videos That Actually Convert
To keep customers hooked, make sure your videos are short and engaging—ideally under 60 seconds. Be sure to optimize for mobile since most people shop on their phones, and add captions so they can still get the message even with the sound off. If you really want to step up your game, use interactive elements so shoppers can click through different features without leaving the video or scrolling down the product detail page (PDP) to get more info.
Where to Use Product Videos for Maximum Impact
The best place for videos? Above the fold, in your product gallery, near the “Add to Cart” button where they can drive decisions. They also work wonders in email marketing, especially for abandoned cart emails where a video can remind shoppers to come back and complete their purchase. Social media platforms like TikTok, Instagram, and Facebook are perfect for short, punchy videos, and interactive videos can create a fully shoppable experience that makes buying easy.
Case Study: How One Brand Doubled Conversion Rates with Product Videos
When Andie Swim rolled out interactive product videos, they saw a 2x increase in conversions, plus a 1.6x jump in add-to-cart rates. By letting shoppers explore their products interactively, they made the buying process smoother, more engaging and more informative, leading to more confident purchases and higher sales.
Conclusion: The Future of E-commerce is Video
Whether it’s a sleek 360° demo, a compelling customer testimonial, or an interactive video experience, brands that embrace video are setting themselves up for success. Ready to take your e-commerce videos to the next level? Eko’s interactive video technology makes it easy to create engaging shopping experiences that actually drive results.
