Elevating E-Commerce: Strategies for Effective E-Commerce Video Production

effective e commerce video production

During the worldwide lockdown in 2020, there was a surge of businesses transitioning into the world of e-commerce. This helped companies to survive such a time and has since become an innovation that has come to stay in the business world. And creating an e-commerce website has become easy, increasing the competition in this sector.

And to intensify the competition even further, there are currently over 20 million e-commerce websites. But, importantly, only a few websites make significant sales in a year. This portrays the need for an effective strategy to boost your sales level. And this can be done by building an exceptional ad through effective video production to help promote the products on your e-commerce website.

In this article, you will learn the relationship between an e-commerce website and video production, and why both are vitally important to the success of any e-commerce brand. You will also learn the strategies for effective e-commerce video production to help you gain the attention of your target audience.

What is an E-commerce Website?

An e-commerce website is an online platform allowing businesses to sell products or services directly to customers. It serves as a virtual storefront where consumers can browse, select, and purchase items or services, all from the comfort of their own devices.

What is an E-commerce Product Video?

An e-commerce product video is a concise and engaging audio-visual presentation that showcases a specific product available for purchase on an online platform. It is a visual marketing tool to demonstrate the product’s features, functionality, and benefits to potential customers.

The video attracts and retains viewers’ attention, provides relevant information, and encourages them to make a purchase. The primary objective of an e-commerce product video is to enhance product understanding, build trust, and drive sales conversions in the online retail environment.

What is the Importance of Video Production to E-commerce Websites?

Most consumers face the challenge of examining a product before making a purchase. And this narrows their trust option to the belief that getting the best product online is possible. Product videos and images usually shape online customers’ perceptions of products.

As an online business, to offer your customer the best online shopping experience, you will need to capture every detail of the product. Estimates have shown that the effect of video production on e-commerce products has caused an increase in sales. Here is the importance of video production on your e-commerce product:

1. Build Connection with Storytelling:

Using videos to tell compelling brand stories and showcase the journey behind products being produced creates an emotional connection with customers. Storytelling humanizes the brand, evokes emotions, and fosters a sense of relatability, leading to increased brand loyalty and customer engagement.

2. Deliver A Satisfying User Experience:

Incorporating product videos into product pages gives customers a more comprehensive understanding of the product. Videos can showcase products from different angles, demonstrate functionality, and answer common customer questions, leading to a more satisfying and informative user experience.

3. Improve Lead Generation Across Channels and Devices:

Video content is highly shareable and has the potential to go viral, making it an excellent tool for lead generation. E-commerce businesses can use videos across various marketing channels, such as social media, email campaigns, and landing pages, to attract and convert leads from different devices and platforms.

4. Increase Search Engine Visibility and Traffic:

Search engines prioritize video content in their algorithms, making e-commerce websites with videos more likely to appear on the first page of search results. This increased visibility drives more organic traffic to the site, boosting its chances of being discovered by potential customers.

5. Produce Higher Sales Conversions:

E-commerce product videos have proven to be influential in driving sales. Customers are more likely to purchase when they see a product in action and understand how it addresses their needs. Well-produced videos with clear calls-to-action (CTAs) encourage viewers to take the next step in the buying process.

6. Build Trust and Brand Authority:

High-quality and informative videos build trust and credibility for the brand. When customers can see the products they are interested in, it reduces uncertainty and skepticism, increasing brand confidence. E-commerce businesses that consistently produce valuable video content establish themselves as authorities in their respective industries.

Strategies for an Effective E-commerce Video Production

Video production plays a crucial role in the success of an e-commerce business, offering a wide range of benefits that can significantly impact its growth and profitability. Therefore, it’s essential to have some already proven strategies to help you produce an effective e-commerce product video. Here are some of the strategies you will need to understand:

1. Provide the Appropriate Context for Your Product:

It’s essential to showcase your product in real-life scenarios or by illustrating how it solves a specific problem to make your e-commerce video compelling. Contextualizing the product allows viewers to envision its practical application and benefits in their own lives. Whether through demonstrations, user testimonials, or lifestyle visuals, giving the product context makes it more relatable and appealing to potential customers.

2. Remember to Show, Not Just Tell:

Visual storytelling is a cornerstone of successful e-commerce video production. Instead of relying solely on verbal descriptions or written text, use engaging visuals demonstrating the product’s features, functionality, and unique selling points. High-quality product shots, animations, and dynamic camera movements can effectively showcase the product and its benefits, leaving a lasting impression on viewers.

3. Share Your Story Through Your Business or Your Customers:

Pushing your brand through storytelling is a potent strategy. Share your brand’s journey, values, and mission to create an emotional connection with the audience. Add testimonials to highlight real experiences and showcase your product’s impact. Authentic and relatable stories resonate with viewers, fostering trust and brand loyalty.

4. Keep Your Video Short and Concise:

Concise e-commerce videos hold viewers’ attention and deliver a critical message. Within the first few seconds, communicate the primary value proposition of your product to capture interest. Keep the video’s duration between 30 to 60 seconds to maintain engagement and prevent viewers from losing interest.

5. Consider Adding Captions to Your Product Video:

Including captions or subtitles in your e-commerce video can significantly improve accessibility and appeal to a broader audience. Captions allow viewers to understand the content without sound, making the footage inclusive for those with hearing impairments or language barriers. Additionally, captions help reinforce key messages and keep viewers engaged.

6. Choose the Appropriate Music for the Video:

The music should align with the tone and style of the content, evoking the desired emotions. Upbeat and energetic music can create a sense of excitement, while gentle and soothing tunes can create a more emotional and heartfelt connection. Music adds more depth to the video, making it more engaging and memorable.


Videos can increase sales, drive traffic, and build your brand reputation, achieving success in your e-commerce business. Videos are also sharable to other platforms like social media; you can create a compelling video that would drive your target audience’s engagement, conversions, and brand loyalty.

Implementing the detailed strategies for e-commerce video production listed above will help create impactful and compelling videos. Each element contributes to the overall success of your e-commerce video and enhances its ability to connect with viewers, convey your brand message, and drive positive customer actions.

Nicole Middleton
Nicole calls herself a typical millennial girl and thrives on her share of social media, celebrity gossip, and all things viral content. She’s a big fan of pop music and plays the guitar as a hobby.