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Video Commerce Best Practices: A Definitive Guide for Modern Retailers

Video Commerce Best Practices: A Definitive Guide for Modern Retailers

Videos are changing the game in online shopping. 

Look at TikTok and Instagram—what started as entertainment platforms have become powerful shopping destinations where people discover and buy products through engaging video content. 

It's no surprise that brands are racing to master video commerce, and for good reason: when done right, it drives results that static product photos simply can't match.

So, what exactly is video commerce? 

Simply put, it's using video content strategically to showcase and sell products. And it's proving to be incredibly powerful. When consumers watch a product video, they're not just passively browsing—they're engaging with your brand in a meaningful way. 

In fact, more than 87% of people have been convinced to make a purchase after watching a video, showing just how effectively video builds the trust and confidence needed to click that "buy" button.

As brands catch on to this shift, platforms like Storyly are making it easier to create shoppable video experiences. Think interactive elements that let customers explore products, clickable tags that lead directly to purchase pages, and engaging features that transform passive viewers into active shoppers.

Why Video Commerce Matters

The numbers tell a compelling story:

But beyond these numbers, why is video commerce so effective? It solves one of eCommerce's biggest challenges—the inability to touch, feel, and truly experience products before purchase. 

When customers watch a dress twirl on a model or see a gadget in action, they gain the confidence they need to make a purchase decision. This dynamic viewing experience bridges the gap between physical and digital shopping, giving customers the next best thing to holding the product in their hands.

The impact extends beyond just product understanding. Today's consumers, particularly Gen Z, are turning to video platforms like TikTok and Instagram for product discovery—even before using Google. This shift in shopping behavior shows that video isn't just an add-on to your eCommerce strategy. It's becoming the primary way people find, evaluate, and decide to buy products online.

Trust plays a crucial role here. Video content—especially authentic, user-generated videos—helps build the credibility that static product photos alone can't achieve. 

When customers can see real people using and reviewing products, they're more likely to feel confident in their purchase decisions.

8 Best Practices for Effective Video Commerce

With video commerce clearly driving results, the question isn't whether to use it—it's how to do it right. 

Let's explore eight proven video commerce tips:

Keep Videos Short and Engaging

The sweet spot for eCommerce videos is between 30-60 seconds—just enough time to showcase your product without losing viewer attention. But length isn't everything; it's what you do with that time that counts.

Start with a hook in the first 3 seconds. Whether it's showcasing your product's most impressive feature or addressing a common pain point, those initial moments determine whether viewers will stick around or scroll past.

Keep your message focused on one key idea per video. 

For a clothing item, show how it fits. For tech products, demonstrate the main feature that solves your customer's problem. Include clear product shots from multiple angles, but maintain a brisk pace to hold attention.

Remember: mobile viewers often watch without sound. Use on-screen text strategically to highlight key features and pricing, and ensure your video tells a complete story even on mute.

Use Clear Call-to-Actions (CTAs)

Even the most engaging video won't drive sales without clear direction. Your CTAs should guide viewers seamlessly from watching to purchasing, making the next step obvious and irresistible.

Place interactive CTAs strategically throughout your video—not just at the end. When viewers see a feature they love, they should be able to click right then to learn more or buy. Think shoppable hotspots that appear when highlighting specific products or features, making the path to purchase friction-free.

The language matters too. Instead of generic "Shop Now" buttons, use action-oriented phrases that create urgency or highlight value:

  • "Get This Look"
  • "See Color Options"
  • "Claim Your Discount"
  • "Check Availability"

Most importantly, make your CTAs visually distinct but not distracting. They should enhance the viewing experience, not interrupt it. Use contrasting colors that align with your brand, and ensure buttons are large enough to tap easily on mobile devices.

Finally, every CTA should lead to a relevant landing page. If your video showcases multiple products, each clickable element should take viewers directly to that specific item—not your general shop page.

Leverage Interactivity

Transform passive viewers into active participants through interactive video marketing. Polls, quizzes, and clickable elements create a two-way conversation that keeps viewers engaged and provides valuable insights about their preferences.

Storyly's interactive features let you embed clickable product tags, run quick polls about color preferences, or create simple quizzes that help customers find the perfect product. This engagement goes beyond basic video viewing—when a customer answers a poll about their style preference or taps through a product showcase, they're more likely to complete a purchase.

Mix different types of interactions to keep the experience fresh. A sizing quiz here, a product poll there, or a simple "tap to learn more" feature can turn curious viewers into confident buyers.

Optimize for Mobile

As mobile video commerce continues to dominate the landscape, with over 70% of video content consumed on smartphones, optimization isn't just an option—it's essential. A video that looks stunning on desktop but struggles on mobile could cost you valuable conversions.

Start with vertical or square formats that maximize screen real estate on phones. Keep text large and readable without squinting—think bold headlines and minimal body copy. Your product should be clearly visible even on the smallest screens, so frame shots thoughtfully and use close-ups strategically.

Loading speed can make or break mobile engagement. Compress your videos effectively without sacrificing quality, and ensure your platform supports adaptive streaming for different connection speeds.

Focus on Storytelling

Great video commerce isn't just about showing products—it's about telling stories that resonate. When customers connect emotionally with your content, they're more likely to connect with your brand and products.

Structure your videos with a clear narrative arc. Show how your product fits into real-life situations or solves actual problems. Instead of just highlighting features, demonstrate the transformation or experience your product enables. A skincare video might show a morning routine that feels aspirational yet achievable, while a tech product could showcase a day-in-the-life story.

Keep the storytelling authentic and relatable. Your narrative should feel natural, not forced. The goal is to help viewers imagine themselves using your product and experiencing its benefits.

Incorporate User-Generated Content (UGC)

User-generated content is proving to be remarkably powerful—it's 8.7 times more impactful than influencer content in driving purchase decisions. When real customers share their unscripted experiences with your products, it creates an authenticity that professional content simply can't match.

Encourage customers to share video reviews, unboxing experiences, and product demonstrations. Feature these authentic moments in your product pages and social feeds. The raw, genuine nature of UGC—whether it's a quick try-on video or an honest product review—helps build trust and shows your products in real-world contexts.

Combine UGC with your professional content for a balanced approach. While polished videos showcase your products perfectly, customer-created content provides the social proof that often tips browsing shoppers into buying customers.

Optimize Video SEO and Discoverability

Strong video content needs an equally strong discovery strategy. Google and eCommerce platforms prioritize video content in search results, but only when it's properly optimized. Smart SEO can significantly boost your video's visibility and reach.

Create compelling thumbnails that accurately preview your content while enticing clicks. Write detailed descriptions using relevant keywords naturally, and include timestamps for longer videos to help viewers find specific information. Tag your videos with appropriate categories and product information to improve searchability within your eCommerce platform.

Consider using a dedicated video commerce platform or YouTube to tap into its massive search audience, then embed them on your product pages. This dual-platform approach maximizes visibility while maintaining the seamless shopping experience your customers expect.

Measure and Analyze Performance

Success in video commerce requires more than just creating content, it demands understanding what works and why. Focus on metrics that truly matter: view-through rates show how engaging your content is, while conversion tracking reveals which videos drive actual sales.

Track engagement patterns like where viewers drop off, which CTAs get the most clicks, and which products generate the most interest through video interactions. Pay attention to mobile vs. desktop performance, and how different video lengths affect completion rates. These insights help refine your strategy.

Don't just collect data. Act on it. If viewers consistently drop off at certain points, adjust your pacing. If particular product demos drive more sales, create similar content for other products. 

Let data guide your video commerce evolution.

3 Examples of Successful Video Commerce Campaigns

While video commerce is still evolving, some brands have already mastered the art of turning viewers into customers through innovative video strategies. 

These success stories demonstrate how combining the right elements—from interactive features to authentic storytelling—can create compelling shopping experiences that drive real results. 

Let's look at three brands that have pushed the boundaries of video commerce in unique ways:

Glossier's "Get Ready With Me" Commerce

Glossier tapped into the popular GRWM (Get Ready With Me) trend by integrating shoppable features into authentic customer routines. They turned what was typically just social content into an interactive shopping experience. 

Viewers could watch real customers apply products while shopping directly through embedded product tags. The success lay in maintaining the authenticity of GRWM videos while seamlessly integrating shopping capabilities.

Why It Works:

  • Leverages a popular social media trend that audiences already trust and engage with
  • Showcases products in real-world application, not just staged demonstrations
  • Combines authentic user content with seamless shopping functionality

LG's Virtual Showroom Experience

LG revolutionized appliance shopping by creating an interactive video showroom experience. 

Their approach transformed traditional product browsing into an engaging journey where customers could take guided video tours of appliances, clicking on features for detailed demonstrations and specifications. 

Each product video included interactive hotspots that allowed viewers to explore different features, compare models, and make purchases—all while watching detailed product demonstrations.

Why It Works:

  • Solves the challenge of demonstrating large appliances in a virtual environment
  • Makes complex product features easily understandable through interactive demonstrations
  • Combines detailed product education with convenient purchase options

Bearaby's Weighted Blanket Unboxing Series

Bearaby turned the unboxing trend into a powerful commerce tool by curating and featuring customer unboxing videos directly on their product pages. 

These authentic moments showed real customers experiencing their weighted blankets for the first time, complete with interactive shopping elements. 

The strategy worked because it combined the trust-building power of user-generated content with seamless shopping capabilities, helping potential customers overcome purchase hesitation for a high-consideration item.

Why It Works:

  • Reduces purchase anxiety for a high-consideration product through real customer experiences
  • Capitalizes on the popularity and authenticity of unboxing content
  • Integrates social proof directly into the shopping experience

Conclusion

As we've seen through the best practices and real-world examples, effective video commerce combines strategic planning, technical optimization, and authentic storytelling to create shopping experiences that truly resonate with today's consumers.

The key to success lies in understanding that video commerce isn't about creating perfect, polished content—it's about building trust, enabling discovery, and making the path to purchase as natural as possible. Whether through user-generated content, interactive features, or data-driven optimization, each element should work together to enhance the shopping experience.

The future of eCommerce is video-first. The question isn't whether to embrace it, but how to do it effectively—and the time to start is now.

ABOUT THE AUTHOR

Deniz Koç

Deniz is a Content Marketing Specialist at Storyly. She holds a B.A in Philosophy from Bilkent University and she is working on her M.A degree. As a Philosophy graduate, Deniz loves reading, writing, and continously exploring new ideas and trends. She talks and writes about user behavior and user engagement. Besides her passion in those areas, she also loves outdoor activities and traveling with her dog.

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