It’s a reality: today’s consumers are no longer seduced by beautiful high-resolution photos. Before buying, they want to see, feel and experience the product. E-commerce video meets this expectation perfectly, offering immersive, lively and engaging content.
But does it really work for all brands? Which formats work best with customers? And above all, how do you build a video strategy capable of turning your views into sales?
With over 10 years’ experience helping brands and e-retailers develop their affiliation and influencer marketing strategies, Casaneo explains in this guide why video is the future of your online store and how to make it your best growth lever.
Why have e-commerce videos become indispensable?
Quite simply because they dramatically increase buyer confidence and conversion. Unlike a still photo, a video shows the product in motion. It explains how the product works, and allows the customer to imagine what it’s like.
The result? Better message recall and immediate reassurance.
They’re not just used to sell, but also to differentiate a brand. In a market saturated with similar images, video is a weapon for standing out from the crowd. Why ? It allows you to create an immersive, living experience.
Its strengths? An e-commerce video engages the viewer for longer, captures attention and reduces the doubts that slow down the buying decision.
What types of videos work best for selling?
Of course, if you want to succeed in your influencer strategy with e-commerce videos, you need to choose the right format. Not all e-commerce videos have the same objective, nor the same impact. Some are designed to convince, others to reassure, inspire or build loyalty.
To use them effectively, you first need to understand the strengths of each format, and know where and when to incorporate them into your digital strategy.
Here are the top 10 types of video you need to know about and make the most of.
E-commerce product videos: a strategic advantage
Do you want to boost your online sales? Whatever the size of your online store, product videos have no equal. These videos are, admittedly, the most classic. But over 90% of marketers are convinced of their effectiveness, according to Wyzowl’s “State of Video Marketing 2025” report.
The strength of product videos? They enable the web user to see the product from several angles, to understand its size, use and benefits. This reduces returns and disappointments, because the buyer knows exactly what to expect. As a result, conversions are significantly improved.
Tip Integrate your videos directly on product sheets, just above customer reviews, to maximize visibility.
Unboxing videos to recreate the tactile experience online
Want to go further and convey the excitement of first contact with a product? Concentrate on unpacking videos.
Unwrapping videos feature a customer or influencer opening the packaging. Every detail and accessory is highlighted, creating a real emotional connection.
On social networks, they generate millions of views, because they convey a simple emotion: the pleasure of entertaining.
Tip Collaborate with micro-influencers to produce your unboxing videos. Their authenticity inspires more trust than overly polished productions.
Social videos for content adapted to each platform
Is your goal to gain notoriety or traffic? Include social videos in your influencer strategy.
What sets them apart? Their ability to adapt to the codes of platforms like TikTok, Instagram Reels or YouTube Shorts. Social videos are short, dynamic and entertaining.
The strengths of social videos? Their viral potential and their ability to engage a community.
So if you want to succeed, don’t just recycle the same video. By optimizing it for each channel, you’ll get a much higher rate of engagement.
Tip Over 80% of social videos are viewed without sound. So opt for vertical formats (9:16) and add subtitles.
Support videos for proactive customer service
Would you like to respond directly to post-purchase needs, or explain how to use or maintain a product? Thanks to support videos, you can considerably reduce customer service requests and increase customer satisfaction.
Customers now prefer self-service video tutorials to direct contact with support. This saves time for them… and for your support team.
The result? You build trust and support your customers beyond the sale.
Tip Host your support videos on YouTube and your website to be found by Internet users looking for a solution.
Comparison videos to guide undecided customers
Is your goal to win back potential buyers who abandon their shopping carts? Integrate comparison videos into your strategy. This type of video reduces decision paralysis and speeds up the transition to purchase.
Comparative videos are a great way to break down barriers, as they highlight the features, strengths and limitations of each option. This format is particularly effective if you sell technical products or multiple ranges.
Tip Use this format on your category pages to guide visitors to the right product.
Explanatory videos (FAQ) to remove any remaining obstacles
Here too, product videos are highly effective and recommended for reducing hesitation and cart abandonment.
The aim of these videos? To answer the questions most frequently asked by your customers.
The result? Each type of video addresses a specific objective in the customer journey: convincing, reassuring, inspiring, building loyalty.
Admittedly, it’s a simple format. But it’s highly effective in smoothing the purchasing process and reassuring web users.
Tip List your 10 most frequently asked customer questions and turn them into explanatory mini-videos.
Product demonstrations: proof through action
Do you want to project the customer into the user experience? Do you offer technical or lifestyle products? Product demonstrations will transform your sales strategy.
Brands like Dyson and Apple have made an art of it. They’ve managed to turn complex technologies into clear promises through immersive, well-produced videos.
The strength of product demonstrations? This format projects the customer directly into the real-life use of the product, giving him a clear vision of its value.
Tip Always show your product in a real-life situation, not isolated in a studio.
Motion design: making the complex simple
Want to explain technical or abstract concepts in simple terms? Take an interest in motion design. Popular with SaaS companies, animated explanations are also gaining ground in sectors such as sustainable fashion.
What’s so special about animated explanations? They translate technical concepts into diagrams, pictograms and fluid animations.
The result? They make a complex offer immediately understandable.
Tip Keep animated videos short (30 to 60 seconds) to avoid losing attention.
Customer experience videos tell a story
Want to highlight your brand’s universe rather than just the product? Invest in customer experience videos that go beyond the product.
What’s the advantage of customer experience videos? They tell the story of the purchase and its use. They also add an emotional and lifestyle dimension, enabling prospects to project themselves and dispel any doubts they may have.
This format is particularly effective if you sell products that involve a change of habit (sport, wellness, travel…).
Tip Use this format for your home page or branding campaigns.
If you want to humanize the relationship with your brand, it’s in your best interest to leverage testimonial videos. Why are customer testimonials so effective? Because they’re simply based on social proof.
Clearly, seeing a real customer express satisfaction is far more convincing than a written review. This format generates trust and reassures new buyers.
Tip Prefer short, authentic testimonials to over-prepared speeches.
What characterizes the success of brands that rely on video?
By now you understand that e-commerce videos are about more than just selling a product. They are capable of meeting a variety of objectives, at every stage of the buying process.
Many brands and online stores have understood this. But the success of their strategy lies not only in the choice of videos.
Common trends in the best e-commerce videos?
- Always prioritize clarity over creativity. A video simply explains a product and its benefits without drowning the message in visual effects.
- Adapting content to the platform’s context. A TikTok video doesn’t look like a LinkedIn video. A tutorial has no place on an Instagram ad. Respecting the codes of each channel is very important.
- Answering customers’ unspoken questions. Product videos anticipate and answer questions before they become an obstacle in the buying journey.
- Maintaining production quality standards. Whether shot in a studio or created by our creative team, the best videos benefit from good lighting, crisp sound and careful staging.
- Always include clear calls to action. Successful brands guide viewers to the next step in the customer journey. A video without incentives loses its commercial power.
Tip Test several versions (long, short, adapted to each platform) and measure the impact of your calls to action. A simple adjustment can double your conversion rate.
What strategies should you adopt to integrate video into your e-commerce business?
Analyzing the competition and trends isn’t enough for your e-commerce videos to achieve their objectives. You need a real strategy, designed to capture attention, seduce and convert.
The most effective approaches?
- SEO optimization for videos. Descriptive titles, alt tags, detailed descriptions… Google is indexing more and more videos. Your content can appear in the results.
- Multi-channel distribution. Adapt your video and distribute it across several channels (social networks, newsletters, marketplaces), not forgetting your own e-shop. Multiplying your points of contact increases your chances of conversion.
- Short vs. long formats. The two approaches are complementary: short formats attract, long formats reassure.
- Agile production. Today’s smartphones are all you need to create authentic content, especially when combined with user-generated content (UGC).
- Performance measurement. Click-through rate, viewing time, conversions generated… Analyze the right key indicators. Without data, it’s impossible to adjust and create videos that really generate sales.
Tip Test a video on a single flagship product. Analyze the results, then gradually roll it out across your catalog.
What does the future hold for e-commerce video?
The future of e-commerce video goes far beyond simple viewing. It’s becoming interactive, intelligent and immersive.
- Buyable interactive video gradually transforms each viewing into an immediate purchasing opportunity.
- Personalized video experiences are gaining ground, tailoring each piece of content to a customer’s profile, preferences or behavior.
- AI-generated video is also booming. It facilitates the rapid and cost-effective production of customized product videos.
- Live shopping assistance combines live shopping and video customer support. It recreates the physical store experience, but without the geographical constraints.
- Augmented reality and immersive experiences are gradually transforming video into a virtual fitting tool. They make the experience even more engaging and reduce product returns.
E-commerce videos are no longer a simple marketing accessory, but a strategic lever for seducing, reassuring and converting. Make your videos an extension of your in-store sales force!
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