How to Create Product Videos for E-Commerce [Examples]

Engaging potential customers is essential for your e-commerce business to succeed—it helps build brand awareness, establish customer trust, and ultimately boost your revenue.

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However, connecting with your audience in a meaningful way can be challenging. While having clear and attractive product photos is essential, introducing dynamic product videos to showcase your products can draw in potential customers more easily and push your business to greater success.

Key Takeaways

• Tell a relatable story: Use storytelling to connect emotionally with your audience. Show real-life problems your product solves so customers see themselves in the story and feel compelled to buy.
• Tailor videos to your audience: Understand who you’re talking to. Beauty shoppers want tutorials and transformations, while tech buyers want clear specs and demonstrations.
• Keep it short and simple: Focus on key benefits, not technical jargon. Short videos (15–30 seconds) that highlight the essentials keep viewers engaged and more likely to convert.
• Make it interactive: Add clickable elements so viewers can explore products in their own way. This turns passive watching into active engagement.
• Use shoppable video technology: Let customers buy directly from the video. When they can click and purchase instantly, you shorten the path to checkout and boost sales.

Why Do You Need E-Commerce Product Video Marketing?

Product videos are a great way to bring your audience engagement to a whole new level. They can help show off the features of your product in a more dynamic way than a static image or written description. If you want to increase your e-commerce sales, incorporating well-executed product videos into your marketing strategy could be a simple yet effective way to engage your customers and encourage them to make a purchase.

How to Create Product Videos for E-Commerce in Easy Steps

1. Tell a Story

Telling a story about your brand or product is an important part of any marketing strategy, as it helps engage your target audience by developing an interesting narrative they can relate to. This makes potential customers more receptive to the product, company, or service you're promoting, making them more likely to invest and increase your sales.

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For example, Native Union tells a relatable story about modern technology. Most of us tend to spend some time on our phones before bed and get annoyed when we can't find the charger cable. Showing people in bed struggling to charge their phones, Native Union's product video builds on this familiar problem to offer its product as an easy and convenient solution. This helps establish a personal connection with potential customers, increasing the chances they'll actually buy the product.

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» Looking to boost sales? Try these e-commerce strategies for driving conversions

2. Know Your Audience

Depending on the product you're selling, the type of video you'll create will vary. For example:

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• If you’re trying to engage female shoppers interested in makeup, you’ll want to show them how to use the product, how much to apply, and what it looks like after application.
• On the other hand, if you're selling technology, you may want to mention the details that may be difficult to show in the video, like software information and specifications.

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Makeup company Kosas does a great job of engaging the target audience in this way. Their product videos show different stages of product application culminating in the final look, making it easy for potential customers to know exactly what to expect of the product and picture themselves using it. What's more, the inclusion of different women in their videos helps appeal to a wider audience more specifically.

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By understanding your target audience and their expectations, you can create product videos that really speak to your potential customers, helping engage them more effectively.

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When crafting your product videos, take the time to research your audience and use this information to achieve your desired effect.

3. Keep It Clear and Simple

When creating product videos for e-commerce, it’s important to keep your message clear and simple so as not to overwhelm potential customers. You should provide enough information about the product’s features and benefits, but avoid going into too much technical detail.

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Take MIELE's product video as an example—first, it introduces the product's essential features such as its suction power and motor system in simple terms, and then goes on to briefly demonstrate the vacuum's other important benefits, like its removable handle and interchangeable nozzle. This way, potential customers get a comprehensive overview of the product without being confused with complicated details. By sticking to the point like MIELE does, you can make sure people understand your product and are more likely to buy it.

Pick the Right Length

In addition to keeping your message clear, it's also important not to make the video too long to keep your viewers' attention. Your video should be short enough for the audience to watch all the way through, but long enough to cover all the important details.

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For instance, the Honey Baby Naturals video by NaturallyCurly manages to incorporate the product's benefits and show how the shampoo can be used on a child while being just 14 seconds long. This goes to show that some product videos can be quite short and still be effective.

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» Discover how product demo videos help get more sales

4. Offer an Interactive Experience

Making your product videos interactive is one of the simplest ways to engage your audience, as this lets them actually react to your video and brand. However, to reap the benefits of interactive videos, keep the following in mind:

• Provide clear instructions and visual cues
• Add hotspots or clickable buttons for users to choose
• Include polls, surveys, quizzes, and other interactive elements

Videos that contain these elements can fully engage potential customers by making them active participants and letting them choose their own path while exploring your products. This allows them to control the viewing experience and get more information about what interests them.

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One such video is Boursin® Sensorium Virtual Reality Experience, which takes the audience on a magical ride through a food lover's fridge packed with the fresh ingredients included in Boursin® original recipes. The video lets you "grab" the screen and move it to change perspectives and look around as you wish, creating the feeling of the Boursin fridge coming to life.

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» Find out how interactive videos boost customer engagement

Did You Know?

During Holiday 2024, AI-powered product recommendations and shoppable experiences drove 20% of all global online sales according to the Salesforce report.

5. Use Shoppable Video Technology

Shoppable videos are a great way to use the most up-to-date e-commerce technology to give your customers a fun, interactive experience while improving your conversion rates.

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Shoppable videos allow viewers to click on products that appear in the video and buy them directly from there. This is especially useful when selling clothing or jewelry, as customers can get a better idea of how the item looks and feels in action.

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For example, SwimOutlet's product videos featuring athletes Alex and Gretchen Walsh allow viewers to shop the exact bathing suits they wear in the videos as they watch. This way, the audience's viewing experience is complete with the with the possibility of finding the exact item they want right away, increasing the chances of sales.

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» Want to try shoppable videos? Learn all about shoppable videos in e-commerce

Pro Tip: Turn Product Videos into Shoppable Journeys

Your product videos shouldn’t just show, they should sell. Adding shoppable functionality turns passive watching into instant conversion opportunities.

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• Tag products directly in-frame: Use Tolstoy’s AI Player to add tappable CTAs  linked to product pages. Shoppers can explore and buy without leaving the video.
• Match storytelling with shopability: If you’re showing a routine, outfit, or recipe, tag all the items that appear in the video. Context drives clicks.
• Measure micro-interactions: Track product tag clicks, pauses, and replay moments, these are gold for refining PDP content and ad targeting.

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Conclusion

Incorporating engaging product videos into your e-commerce strategy is one of the most effective ways to capture attention, build trust, and drive sales. By telling a compelling story, understanding your audience, keeping your message clear and concise, and introducing interactive or shoppable elements, you can transform passive viewers into active, interested shoppers. Well-crafted videos don’t just showcase your products, they create memorable experiences that connect emotionally with customers and inspire them to buy.

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FAQs

How do I structure a product video that keeps viewers watching until the end?

A well-structured product video should open with emotion, demonstrate benefits quickly, and end with a clear next step.

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• Hook viewers in the first 3 seconds with motion or a relatable scenario.
• Highlight your main product benefit before 10 seconds.
• End with a CTA: shop now, explore, or personalize.
• Test 15-, 30-, and 60-second variations to see which sustains engagement.
  
  

For a guide to storytelling formats that convert, read video storytelling for e-commerce brands.

How can small brands produce professional product videos on a tight budget?

Use AI-powered creation tools and user-generated content to produce polished videos affordably.

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• With Tolstoy AI Studio automatically animates static product images into dynamic, perfectly styled videos.
• Combine customer clips with Tolstoy’s AI editors and ready-made templates to create instant, on-brand videos.
• Add text overlays and subtitles using auto-caption tools.
• Leverage Tolstoy AI Studio to create “On-Model” content without the need of professional photoshoot
• Keep videos vertical for easy reuse across TikTok, Reels, and Shopify embeds.
   

See examples of cost-efficient success in product videos for e-commerce.

How can I make my e-commerce videos shoppable and engaging like a social media feed?

Turn your product videos into a dynamic, scrollable shopping experience that keeps viewers engaged and drives conversions:

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• Tag products directly in your videos so shoppers can tap to see details, prices, and variations, without leaving the video.
• Add all your product videos into a swipeable feed, similar to TikTok or Instagram Reels, to create a seamless, social-style browsing experience on your website or app.
• Display related products alongside or after each video to encourage product discovery and increase average order value.
• Include a “Shop Now” overlay that links straight to the relevant product page for instant purchase.
• Track engagement metrics (like clicks, swipes, and views per interaction) to refine your content design and placement for maximum conversions.

How can shoppable videos drive higher conversions than static product pages?

Shoppable videos turn passive viewers into active buyers by shortening the journey from interest to purchase.

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• Add product-specific, videos to every PDP with Shoppable video Stories - engage customers and provide them with the social proof they are looking for before making the purchase
• Embed autoplay shoppable videos on your homepage and collection pages to drive product discovery.
• Feature real people using the products to boost credibility.
• Enable instant add-to-cart within the video frame.
• Track video click-to-purchase rates via your analytics dashboard.

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Discover more at shoppable videos for Shopify stores.

How does Tolstoy AI Studio help automate the creation of branded product videos?

Tolstoy’s AI Studio automates video creation by syncing product data and generating on-brand content in minutes.

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• Connect your Shopify catalog to auto-import product details.
• Choose an AI template or avatar that matches your visual tone.
• Generate multiple versions for testing on different audiences.
• Publish directly across your site, email, or social channels.
   

See how AI video automation drives engagement in AI video tools transforming SMB marketing.