Video for online stores. Reasons and Ways to Use Video for Ecommerce

  • 2.12.2020
  • Written by Vladyslava Rykova
  • Category: Marketing

Videos are very popular content. Did you know that YouTube is the second most visited website after Google? What do you need to promote YouTube? That’s right – video. Millions and millions of people visit the platform to watch all types of videos for hours.

E-commerce is also on the rise. The study predicts that global e-commerce sales will soon reach approximately $4.2 trillion, accounting for 16% of total global retail sales.

It may seem like investing in video marketing for your online store is a huge step that is certainly time consuming and costly, but combining video content with ecommerce is the right choice.

Reasons to use video for online stores

Video marketing has proven to be very beneficial for companies and businesses, especially in the past few years. 92% of digital marketers say it is an important part of their marketing strategy. The study also found that using short and informative videos on landing pages can help increase conversion rates by around 80%.

Why should you consider video marketing for your ecommerce business?

Here is a short list:

  • Buyers like to see what they are going to get, especially if they are shopping online.
  • Videos help build trust with your audience, briefly explain how your products work, and provide valuable information through visuals.
  • Videos can be used to answer questions from your audience and help make decisions about your products.

Four types of video for an online store

Wondering what kind of videos you should create for your eCommerce website and how to promote it? Take a look at these four main suggestions below.

  1. Animated product videos

An animated product video is a type of video that uses creativity and pure imagination rather than live actors to create characters, environments, and scenarios. All you need is to use good software and hardware or if you are not very tech savvy hire a professional digital animator to create animated videos for you and you are good to go.

  1. Educational videos for your products

Training videos are videos that help customers use the product correctly. It is similar to a guide or manual, but instead of reading, customers can watch a video that introduces them to the product and how to use it.

Most products come with instructions, but not all people are patient enough to read them.

In addition, you can also discreetly introduce a new product in a video. You need to make sure you don’t sell it too intrusively, as this tactic can scare your customers away. Keep it short, simple, and to the point.

  1. Reviews and recall

Most people will look for helpful recommendations and reviews before purchasing your items. You probably already have testimonials on the site, so why not repurpose them and turn them into videos?

You can also try contacting your past clients and ask them if they can provide you with a short video of their review. You can offer them a simple gift or reward in exchange for their help. After that, compile these videos and ask a professional video editor to edit them.

  1. Story short videos

Narrative videos are the most effective type of video content for e-commerce. They create a narrative about your products, which then encourages your customers to browse and add multiple items to their cart.

Consider describing the benefits and features of your products. This will help create a sense of connection and trust between you and your customers.

Video marketing – how to increase sales of an online store using video?

Now that you’ve learned the basic types, it’s time to make your videos work for you. Learn how to increase your ecommerce sales with video by applying the tips below.

  1. Know your target market

You need to know who your potential customers are and what kind of information they are looking for about the product. Try to figure out what their difficulties are.

Try talking to your past customers and find out what they like best about your products. Small but important details can be added to your videos to enhance their appeal.

  1. Pay attention to your KPIs and goals

You need to measure the success of your videos, and setting goals and KPIs will help you do just that. Be specific about what you want to achieve:

  • increase the number of likes on your pages in social networks;
  • to make your videos go viral;
  • increase overall sales?

Focus on measuring your goals and KPIs on your ecommerce site.

  1. Keep your videos short

Ecommerce videos should be short. Long videos tend to bore the audience.

Most viewers are easily distracted and keeping your videos short and informative will help keep your interest.

  1. Set a strict budget

You don’t want to overspend the marketing budget for your videos, so you should determine your budget before you start creating your video.

First, you should consider what your potential ROI will be for a particular video. Then set a reasonable margin in case you need to spend a little more. Finally, set a limit so you know you’re not spending too much on video.

  1. Invest in high quality videos

Nobody wants to watch low quality videos. With the technology we have today, people expect to see high-definition video.

Be sure to let your video editor know so that they can create a good high quality video. Most likely, they are already doing this, but it still doesn’t hurt them to say so.

An example of a video that we used to advertise on YouTube for the PROcase online store.

How to create memorable videos in an era of short-lived user attention?

  1. Invest in your video hardware and software

You won’t be able to create high quality videos without the right equipment. This may seem like a huge investment, and it is. However, if you want to create multiple videos in the future, you might want to invest in high quality equipment as it will pay for itself in a couple of months.

If you don’t want to buy equipment yet, consider renting it. Many video companies rent out their equipment for a reasonable price, so be sure to search in your area for the best deal. Using high-end equipment will give you clearer video, help reduce background noise, give you better lighting, and more.

  1. Turn on your CTA

Add a CTA or call to action to your videos. You can ask your viewers to call you, send a message on social media, or visit your website.

  1. Post your video on social media

For your target audience to see the video, be sure to share it across all your platforms and social media pages.

Consider blog posting and embedding videos on product cards as this will help you generate more organic traffic.


The demand for video marketing isn’t going to slow down anytime soon, so you should make the most of this trend. Start by applying the tips mentioned above.


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Vladyslava Rykova

Expert in legal marketing. Head of marketing agency MAVR.

Business degree “Master of Business Administration” (MBA).

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