Update: This article was originally published in 2009 and discusses an early study on eCommerce product videos. The statistics below reflect online shopping behavior at that time, but eCommerce product videos remain an important way for merchants to demonstrate products and help customers make purchasing decisions.
A 2009 Forrester study examined how leading online retailers were using video for product marketing. At the time, 68% of the top 50 eCommerce websites included video content.
Consumer adoption was still developing. Only 16% of surveyed shoppers said they watched those videos, but 64% of the people who did watch them said they found the content useful.
These figures provide an interesting look at the early adoption of eCommerce product videos. Today, shoppers encounter video throughout the buying journey, including product pages, social media, marketplaces, email campaigns, and customer reviews.
Video can also reduce uncertainty by helping customers see how a product looks, works, or fits before they place an order.
Using eCommerce Product Videos Across the Customer Journey
A single product video can often be reused across several channels. A longer demonstration may appear on a product page or YouTube, while shorter clips can support social posts, paid campaigns, email marketing, and marketplace listings.
Merchants should keep the message consistent across channels and make sure the video reflects current product details, availability, and customer expectations. Video works best when it supports accurate product information and a smooth experience from discovery through fulfillment.
Here is a recent article from Practical eCommerce on producing inexpensive easy product videos for your webstore.
Support the Experience Behind the Sale
Product content can help customers feel confident before they buy. Once the order is placed, accurate inventory, reliable fulfillment, and timely shipping updates help deliver on that promise.
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