Video Reviews in e-Commerce: Best Practices and Examples

November 2, 2023

In the e-commerce world, the adage "seeing is believing" has taken on a new, dynamic dimension: video reviews. But how do e-commerce managers leverage this potent tool effectively? Let's dive in and explore the transformative power of video reviews in e-commerce.

Why are videos pivotal for e-commerce?

Videos provide an immersive experience, allowing customers to visualize products, grasp their functionality, and better gauge their potential purchase, making the shopping journey more intuitive and engaging.

What are the different ways e-commerce managers use video? 

From product listings and email newsletters to compelling commercials and captivating social advertising, the versatility of videos in e-commerce is vast. E-commerce managers can:

  • Elevate product pages with dynamic video content.
  • Address common queries through informative video responses.
  • Leverage the allure of shoppable video content on platforms like Instagram.
  • Harness the power of platforms like TikTok with bite-sized, engaging clips. 

Discover more with our deep dive into winning video review campaigns.

What are the best practices for video reviews in e-commerce? 

For e-commerce managers striving for excellence:

  1. Quality and Clarity: Ensure reviewers offer sharp, clear product shots, enhancing product depiction. 
  2. Authenticity: Promote genuine reviews; transparency fosters trust. H3: Engaging Storytelling: Let reviewers narrate captivating experiences resonating with audiences. 
  3. Structured Format: A streamlined video review ensures pertinent information delivery. 
  4. Professionalism: A well-filmed video augments your e-commerce platform's elegance. 
  5. Ethical Compensation: If compensating for reviews, ensure transparency and ethicality. Compensation should never undermine review authenticity.

For more on optimizing your videos, check our detailed guide.

UGC tips for e-commerce managers 

For e-commerce managers, navigating the intricacies of the online marketplace can be challenging, but armed with the right tips, you can harness the power of UGC to its full potential. Here are our top 10 tips:

  1. Engage and Interact: Always respond to user comments and feedback. This not only builds trust but also fosters a sense of community and belonging.
  2. Test and Learn: A/B test video placements on your product pages or homepage. Understand where your audience engages the most and optimize accordingly.
  3. Leverage Analytics: Dive deep into video metrics, such as average watch time, click-through rate, and viewer drop-off points. Use these insights to refine your content strategy and ensure it's resonating with your audience.
  4. Embrace Authenticity: Encourage users to submit real, unfiltered reviews. Authenticity strikes a chord and can convert potential customers more effectively than any polished advertisement.
  5. Call-to-Action (CTA): Include clear CTAs in your videos. Whether you want viewers to explore a product further, sign up, or make a purchase, guide them on the next steps.
  6. Optimize for Mobile: Ensure videos are mobile-friendly. With an increasing number of users shopping on mobile devices, having videos that play smoothly on smaller screens is vital.
  7. Duration Matters: While longer videos can provide in-depth insights, shorter clips often have better engagement. Analyze your audience's preference and create content accordingly.
  8. Collaborate with Influencers: Partner with social media influencers or bloggers in your niche. Their UGC can bring in a fresh audience and lend additional credibility to your products.
  9. Reward Contributions: Consider running UGC contests or giving small incentives to users who provide valuable video reviews. This can motivate more customers to share their experiences.
  10. Stay Updated with Trends: UGC trends evolve. Whether it’s a new social media platform taking the world by storm or a change in video content preference, always stay abreast of the latest trends.

For a deeper dive and more nuanced guidance on crafting a riveting video review campaign, check out our detailed guide here.

Winning examples of UGC in e-Commerce

GoPro’s 360-Degree Product Showcase: GoPro, known for its versatile action cameras, took user-generated content a notch higher. They integrated a 360-degree video showcase on their product pages, allowing potential customers to virtually experience the camera in action across various adventurous settings. These video reviews, generated by real users capturing their exhilarating experiences, not only show the product's capabilities but also inspire a sense of adventure.

  • Connection: This winning strategy underscores the significance of clear and interactive product shots, immersing visitors and increasing the likelihood of purchase.

LUSH’s Review Compilation: LUSH, the ethical cosmetics brand, collates diverse user reviews into a single video montage on several product pages. From bath bombs to face masks, you’ll find a plethora of authentic user testimonials. By combining different age groups, skin types, and experiences, they present a holistic view of the product's benefits.

  • Connection: This innovative approach illuminates the sheer power of transparent, genuine reviews, making potential buyers feel more confident about their choices.

Dyson’s Tutorial and Review Combo: Dyson, the tech-forward home appliances brand, frequently integrates user tutorials with product reviews. For instance, on their hair care range, real users demonstrate how they style their hair using Dyson products while simultaneously reviewing them. This dual approach offers both an instructional guide and genuine feedback in one cohesive video.

  • Connection: Dyson's strategy seamlessly merges a structured video format with engaging storytelling, ensuring visitors receive valuable information while feeling a connection with real users.


Video reviews are not just a trend; they're a strategic imperative in the e-commerce realm. By adhering to best practices and harnessing the potential of UGC, e-commerce managers can drive engagement and sales. Elevate your UGC strategy with our comprehensive guide on video campaigns.

Recommended reading

About the Author

Katy boasts two decades in B2B technology & services, spearheading growth and brand evolution. A former Adobe marketing maven for 9 years, she’s since built growth teams for 5 tech startups that have all been acquired. With a stellar record in operational excellence and creating demand, she excels at leading successful cross-functional initiatives that enable companies to scale up.

Join thousands of people who get our video marketing, commerce, and SEO tips each month
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.