In the dynamic world of online retail, claiming that video is the future would be a mistake. In fact, video is the present . It's how most people prefer to communicate and consume content, being easier to absorb than text and more engaging than audio. Therefore, for those seeking relevance and results, implementing videos in e-commerce is no longer an option, but the foundation of their strategy.
However, the increase in content production has brought a new challenge: viewers' expectations are higher than ever. Therefore, this guide, based on data from Wistia 's "State of Video Report 2025 ," will show you exactly what works to capture attention, engage, and ultimately convert customers.
THE REALITY OF VIDEOS: MORE PRODUCTION, GREATER EXPECTATIONS
The demand for video content continues to grow, and companies are scrambling to keep up. Currently, more than 40% of companies produce at least one video per week . This trend is so strong that in-house video production jumped from 63% in 2023 to 71% in 2024 , showing that brands are bringing this expertise in-house.
However, more videos online means more competition for viewer attention . Wistia 's report indicates that, in 2024, video engagement rates experienced their biggest drop in four years. This is not due to a supposed " lack of attention ," but rather to an increase in audience demands.
In other words, viewers won't wait for a message that takes too long to deliver. Quality and objectivity, therefore, have become crucial.
STRATEGIES THAT WORK: WHERE AND HOW TO USE VIDEOS
Knowing that videos are important in e-commerce is the first step. The next, and most crucial, step is understanding how to use them effectively. Based on the data, some strategies clearly stand out for e-commerce.
The surprising power of product videos
It may seem counterintuitive, but the data shows a powerful insight: while videos in product pages have a 12% play rate, they boast the highest average engagement rate, at 57%.
This means that, when a customer is in the final decision stage and clicks to watch the product video, he is highly interested and watches intently. This is a critical moment of conversion.
Therefore, investing in high-quality demo videos for your product pages is one of the most impactful actions you can take.
The champion engagement format: tutorial videos
If your goal is to keep the viewer engaged, tutorial videos are the safest bet . According to the report, this is the format that best retains the audience's attention at almost all lengths.
For videos under five minutes, for example, viewers watch, on average, more than two-thirds of the content. For an e-commerce business, this can translate into tutorials on how to use a product, assembly guides, or care tips , adding value and positioning your brand as an expert.
Optimize for Discovery: Videos and Organic Search
Videos are also a key element for SEO . According to data from Semrush , the presence of videos in organic search results has grown by 72% since 2023. Furthermore, the number of short-form videos in these results has increased by 183% in the last two years.
Consequently, producing short, optimized videos for your product pages and blog not only improves the user experience but also significantly increases your visibility on Google.
CONCLUSION: QUALITY AND STRATEGY TO WIN WITH VIDEOS
In short, video strategy in e-commerce in 2025 is a game of quality and precision . With viewer expectations high, the key to success is delivering value quickly and directly. Focusing on high-quality demo videos on product pages and helpful tutorials that solve real problems are the surest ways to capture the engagement that leads to conversion.
Ultimately, video isn't just about showing; it's about connecting, teaching, and, most importantly, building the trust your customer needs to click "buy."
Want to take your e-commerce experience to the next level with a killer video strategy? Explore the e-Plus blog and discover how our digital marketing solutions can boost your results.
