Video is vital to ecommerce marketing — here’s what marketers need to know
Video in ecommerce isn’t optional anymore — it’s the bare minimum. I don’t want to read novel-length product descriptions. I want to see it, feel it, trust it. And your customers want the same.
A good video does what ten blocks of text can’t. It shows off your product and convinces people to buy fast.
How can you make it work to your advantage? I’ll take you through everything you need to know about why video is important in ecommerce marketing and how you can start implementing it today.
Table of Contents
What is ecommerce video marketing?
Ecommerce video marketing is the use of videos to promote products, boost online sales, and engage customers on ecommerce platforms and social media.
I think videos for ecommerce are super important because consumers can’t touch, see, or experience the products online like they can in physical stores. Videos help products come alive so consumers have a better idea of what to expect before buying.
For example, Thrive Causemetics is a beauty brand with high-quality, cruelty-free makeup that uses ecommerce video marketing to share tutorials and behind-the-scenes clips of their products in action on Instagram, building a more personal connection with their community.
Some common types of ecommerce videos include:
- Explainer videos
- Shoppable videos
- Product demos
- How-to videos
- Unboxing videos
- Product comparison videos
- User-made videos and testimonials
- Live selling videos
Video Marketing in Social Commerce
The following numbers are staggering.
According to HubSpot’s State of Consumer Trends, 33% of respondents have discovered products on social media in the past three months. Moreover, 1 in 4 of them prefer finding products through social platforms. Meaning, video marketing for ecommerce drives 25% of leads.
So, what type of content is working best on social media right now?
Short-form videos.
In 2025, this is the content driving the highest ROI, according to our 2025 State of Marketing Report. And live-streamed videos take third place.
TikTok and Instagram have evolved from platforms for dancing and sharing stylish photos to transforming the way people shop.
In 2024, TikTok Shop hit $9 billion in sales, showing the power of video content for ecommerce. Over 58% of GMV came directly from videos. This year, the trend has the potential to grow.
Meanwhile, Meta’s also betting big on social commerce with Facebook and Instagram, expecting to pull in around $94 million in …read more
Source:: HubSpot Blog
