Skip to main content

Building Your Retail Video Production Studio

Got a cell phone and a great idea? For the average TikToker, that may be enough, but for a major brand looking to gain a competitive edge over other e-commerce brands, you’re going to need to step things up. Pros use high-quality gear, and so should you. Underestimating what equipment you need for short-form video production can over-complicate your video production process and create a less-than-ideal result. It is essential to invest in the right equipment and software to present content that elevates your brand image and gets results. 

In this brief but comprehensive guide, we’ll answer some common questions about the retail video production process and give you a complete list of the equipment you’ll need to hit the ground running. 

What Does Video Production for Retail Look Like?

From social media content to product explainers and live-streamed shoppable videos, today’s brands successfully bridge the gap between physical and digital shopping. For a more detailed guide on the overall process, check out our blog Video Commerce 101. Here are some modern and creative ways to incorporate professionally-produced video content into your e-commerce marketing strategy.

Virtual Shopping

With virtual shopping, brands create immersive experiences that replicate physical shopping. You can let customers browse aisles, interact with products, and receive personalized recommendations. Digital showrooms, for example, replace traditional fashion showrooms with an online platform featuring extensive product imagery and videos. Additional features like 360-degree views, augmented reality (AR), and virtual try-ons can help customers get a realistic feel for your products, no matter where they are. 

1:1 Video Chat

In a chatbot-dominated world, one-way video chat offers customers the opportunity to partake in meaningful, personalized 1:1 video conversations with knowledgeable brand experts. These entirely customized shopping experiences reintroduce a human element to the e-commerce journey, all the while gathering valuable insights and fostering increased order values through co-browsing.

Personalized Shopping Journeys

By leveraging data-driven personalization, you can provide tailored product recommendations and curated collections that resonate with your customers. Tip: Hosting videos on your website instead of social media apps can give you far more data and better consumer insights. 

Livestream Shopping Events

Like in-store promotions, livestreams create exclusive offers and a sense of urgency. Platforms like Firework specialize in livestream shoppable videos, enabling real-time interactions that build trust and drive sales.

Influencer Marketing on Social Media

You can increase your social media reach by collaborating with influencers and tapping into their audiences. Great videos boost engagement for both of you, ultimately moving shoppers down your funnel and encouraging them to buy. 

For more ideas on e-commerce video production use cases, check out our blog, “9 Ways eCommerce Platforms Can Leverage Video and Livestreams to Drive Sales.”

What Equipment Do You Need for E-Commerce Video Production?

Ready to start shooting? Here’s a complete list of what you’ll need to run an e-commerce video production studio in-house, along with some tried-and-true brand recommendations favored by professional production crews.


While cell phones have made impressive advancements in video capabilities (such as the Firework Camera app that allows you to host live shopping experiences directly from your phone) they still have some noticeable limitations when compared to dedicated video cameras. Professional cameras offer higher image quality, better low-light performance, dynamic range, and many more features and tools that allow filmmakers to create more polished and visually appealing vertical content. Opt for high-quality video capture with cameras like Sony A7III or Canon EOS 5D Mark IV.


Microphones from reputable brands like Rode or Audio-Technica capture clear, high-quality audio, eliminating background noise and ensuring the audience can hear every detail. This level of audio quality enhances the overall production value, making the content more engaging and professional.


Don’t let bad lighting ruin your video. LED lighting solutions from brands like Aputure or Godox provide consistent and adjustable illumination, ensuring the subjects are well-lit and avoiding unwanted color shifts.

Stands & Filters 

Details matter! Avoid shaky videos with sturdy and reliable stands from brands like Manfrotto or Neewer. Plus, set the mood and add interest with filters from Tiffen or Lee Filters. These extras will enhance the visual appeal of your footage and give you more control.


Invest in fast and reliable storage solutions such as SanDisk memory cards and Samsung SSD drives to ensure smooth recording and quick access to high-quality video files.


Keep shooting uninterrupted with reliable batteries from trusted brands like Anton Bauer or Watson, ensuring your video production process remains seamless and efficient.

Video Production Software 

Leverage industry standards like Adobe Premiere Pro or Final Cut Pro for seamless video production. This will ensure that your editing process is efficient and allows for professional-level post-production, resulting in polished, engaging videos that grab attention.

Editing Software 

Craft polished content with editing software like Adobe After Effects or DaVinci Resolve. These robust programs can help you reach your brand goals by adding visually stunning effects, enhancing storytelling, and delivering a captivating viewing experience that leaves a lasting impact. Firework also offers a full-service creative studio featuring services and strategy from industry experts.

Livestream Software

Get up on the competition by live streaming your videos with Firework’s powerful platform. Engage your audience in real-time, build trust, and drive conversions, making your brand stand out in the dynamic world of online video commerce. 

Investing in high-quality equipment, leveraging professional software, and embracing innovative strategies like live shoppable videos and influencer marketing will elevate your brand, engage your audience, and drive sales in the ever-evolving world of e-commerce. So, take the first step toward transforming your online presence and book a demo with Firework today to experience the full potential of modern video commerce.

Take your videos to the next level. Book a demo today


Subscribe to our monthly newsletter

Subscribe to our monthly newsletter

Access the latest trends, insights and information about the future of commerce.

Put your commerce in motion

Find out how Firework can power your business forward.
Book a MeetingFree Trial