How to Create Videos That Drive E-commerce Conversions
"More than half of online shoppers feel more confident before purchasing if they can watch a video about the product. Video marketing and conversions go hand in hand."
In the dynamic world of e-commerce, every additional conversion percentage point is worth its weight in gold. More and more brands are discovering that the key to increasing online sales is video marketing for e-commerce. Well-planned video can shorten the path from product interest to purchase completion, building trust and engaging viewers' emotions along the way.
Why Video Marketing Translates to Conversions
Shortening the Purchase Path
One of the biggest advantages of video in e-commerce is accelerating the purchasing process. A well-planned video delivers all key information in moments. A customer who watches a product presentation no longer needs to search through descriptions or reviews – they often add the product to their cart immediately.
Modern formats (e.g., shoppable video, enabling purchases directly from the video) minimize the number of steps needed to purchase, increasing conversions with lower marketing expenses.
Building Trust and Authenticity
Online shopping involves a lack of physical contact with the product – this is where video fills the gap. Videos build trust because they show the product "in real life": live, in the hands of real people, from every angle. When you see a real user on video using a product, your confidence in the purchase automatically grows.
Engaging Viewers' Emotions
Good video appeals not only to rational arguments but also to emotions. The combination of image, sound, movement, and narrative can evoke specific feelings in viewers – from excitement, through curiosity, to desire for the product. Emotional engagement often transforms passive observers into active buyers.
Video Types That Convert Well
Not every video sells equally effectively. Below we present the best video marketing formats in e-commerce.
// MARKET STATISTICS:
Unboxing (Product Unpackaging)
Unboxing videos have taken consumers by storm. They involve recording the process of unpacking a product – often by an influencer or regular user. Unboxing combines elements of curiosity and authentic review, building tremendous trust and increasing conversions.
Product Videos (Product Demo)
Classic product videos are essential elements on many online store pages. They show the product from different perspectives, feature functionality, scale, and usage benefits. A well-executed product video can bring an item to life, revealing details invisible in static photos.
Customer Testimonials and Influencer Reviews
Nothing sells a product better than satisfied customers sharing their experiences. Video testimonials are a form of social proof – a powerful factor influencing purchasing decisions. Influencer reviews combine testimonial benefits with the reach popular creators provide.
Where to Get Video Content? UGC Platforms
A challenge for many brands is obtaining large quantities of authentic videos. The solution is platforms connecting brands with UGC content creators. One of them is the Polish platform BuzzGen.io, which enables quick commissioning of video production from verified creators.
// HOW UGC PLATFORMS WORK:
This solution works especially well when you need many diverse videos at once – e.g., for testing ad creatives on TikTok or Instagram.
What Makes Video "Sell"?
Structure and Script
Effective e-commerce video should have a thoughtful structure:
First 5 seconds – capture attention with a strong accent
Present viewer's need and product as solution
Show key features with concrete examples
Clear call to action – "Buy now", "Check it out"
Length and Format
In the scrolling world, shorter means better. According to 83% of marketers, optimal short promotional video duration is under 1 minute. Short formats (Reels, TikTok, Shorts) typically range from 15-60 seconds.
Portrait format (9:16) – standard for TikTok, Instagram Reels, YouTube Shorts
Landscape format (16:9) – YouTube, websites, commercials
Square format (1:1) – universal for Facebook/Instagram feed
Case Studies – Brands That Succeeded
Dollar Shave Club – Viral Video on a Budget
American subscription razor brand released a humorous, low-budget video in 2012. Result: 12,000 new orders within 48 hours, over 3 million subscribers after 4 years, and acquisition by Unilever for $1 billion.
Polish TikTok Success Stories
Butik Andżela (fashion)
+1043 orders monthly
Komputronik (electronics)
sales value increase
Lidl Poland (retail)
new followers
Beauty store
TikTok Ads ROAS
AudioPro – The Power of UGC
Polish audio equipment store focused on user-generated content videos. Collaboration with micro-influencers resulted in over 100 authentic unboxing videos and +54% headphone sales increase.
Video marketing in e-commerce is not a trend, it's a necessity. Brands that boldly invest in video – whether on TikTok, Instagram, YouTube, or Facebook – gain competitive advantage and achieve impressive business results.
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