How To Use Video Content In Your Ecommerce App

You know what most brands do with their category pages? They mail it in. They pick the same Shopify template and upload boring product images on a white background and call it a day. But not Oh Polly. This UK-based DTC fashion brand just dropped one of the smartest uses of video I’ve seen all year — on a collection landing page. Let’s break it down: ⸻ 🎯 The challenge: Every brand wants more engagement, more time on site, and better conversion. But 99% of landing pages feel like spreadsheets. Static. Sterile. Skippable. They’re there because they have to be there, and have minimal value to the brand. ⸻ 🎥 The Oh Polly move: Instead of a boring hero image with a white background, they used a looping video that interacted with other product videos. Not just motion — moment. • Styled like a high-fashion shoot • Edited like a Reels montage • Pacing that builds tension • Fully integrated across the CLP It doesn’t scream “buy now.” It says, “this is who we are — come closer.” ⸻ 🧠 Why it works: The video doesn’t just show the product. It shows the world the product lives in. It makes the collection feel elevated — even if the price point isn’t. It does it in a way that consumers don’t expect - making them pay attention. And because it’s embedded on the shopping page, it’s not just a vibe. It’s conversion creative in disguise. ⸻ 📌 Steal this idea: Take your next campaign video. Cut a 12–15 second loop. Replace your category hero image with it. Keep the product tiles below. Watch your bounce rate drop. Watch your engagement go up. (And if you think you can turn this action into a TikTok or Reel - then you know you’re on to something) ⸻ In a world where AI is flattening everything into the same 12 templates… Creativity still wins. And sometimes it starts on the most overlooked part of your site. #fashion #dtc #ecommerce #inspiration #marketing

What are brands missing out on their e-commerce sites? After having reviewed over 300+ DTC brand sites over the past 12 months, we observed a content fault line. 93% of them had an instagram account with 72% posting videos along with images. 72% of them had a Tiktok account, which means they had 100% video content. 68% of them had a Youtube account with 100% video content. However, less than 5% were using any of the social videos that they had generated on their socials on their DTC e-commerce site, leaving a major content fault-line open. This means that brands spend hundreds or thousands of dollars producing or capturing branded, UGC or influencer video, but have failed to maximize video ROI across all channels. Brands are missing out on additional 20% to 30% additional engagement and revenue on the table by not leveraging their social video on their e-commerce site including homepage, PDPs and support pages. Videos boost brand trust and purchase confidence, proof that your product works, powered by emotions, people and product visible in the video. Videos satisfy shopper curiosity. Bring your social videos to your e-commerce site. In many instances, conversion is happening on your site, not on social. Help seal the purchase deal with a video in the shopper purchase journey in the last mile to boost purchase confidence. In addition to boosting site engagement, sites with video rank higher in SEO. SEO improves when vides come with transcriptions, video summaries and tags. Every PDP should consist of 30% Branded+Influencer content and 70% UGC reviews content. Leverage videos of new product launches and fun content on the Homepage. You add new content to your social every day or every few days, so be sure to refresh your e-commerce site content too. Content refresh equals repeat users to check out new content. By leveraging the right content mix, Brands can expect engagement to rise 2X to 5X, conversion to rise 5% to 30% and Brand Trust boost by 20X. 

The Next Frontier – Shoppable, Personalized Video in Commerce The line between watching and shopping is blurring fast. Imagine this scenario (which is quickly becoming reality): a customer watches a video and can click directly on the product in-frame to buy it instantly. No separate search or added friction – just see, click, own. This is the promise of shoppable video, and it’s coming on strong. TechCrunch even predicts that in the near future over 90% of video views will be fully shoppable, enabling seamless instant purchasing in virtually any video content. We’re also seeing the rise of personalized video experiences. Salesforce research indicates that 60% of consumers now expect video content to be tailored to them – think product videos that automatically showcase items relevant to your interests or past purchases. And thanks to AI, this is becoming feasible at scale. McKinsey notes that companies excelling at personalization generate far higher revenue (up to 40% more from those efforts than average). Applying that to video means the brands that can serve the right video to the right person at the right time will win big. What does this future look like? Imagine scrolling a retail app’s video feed where every clip is shop-able and curated for you – one viewer sees a how-to video for the exact product they’ve been eyeing, another sees a style influencer’s clip with a one-click “add to cart” overlay. It’s engaging, interactive, and it shortens the path from inspiration to conversion to mere seconds. Forward-thinking commerce teams are already piloting these ideas. From live-stream shopping events (a trend huge in Asia and now growing in the West) to interactive product videos on their sites, the goal is to create a 2-way conversation with customers through video – and make it convert. This is where marketing, content, and tech intersect in exciting ways. Is your organization preparing for shoppable or personalized video content? It might sound cutting-edge now, but it’s poised to become the norm in digital commerce. Those who get in early will have a massive advantage in engagement and customer experience. If you’re exploring this or want to brainstorm how to start, let’s talk! The future of video commerce is being written as we speak, and it’s incredibly exciting. #FutureOfCommerce #ShoppableVideo #Personalization #AI #Innovation