In today’s digital marketplace, video is no longer just a “nice-to-have” content format, it’s a central force shaping how consumers research, evaluate, and ultimately buy products. Whether embedded on product pages, distributed across social platforms, or used in marketing campaigns, video content influences nearly every stage of the purchase journey. For enterprise retailers, especially in beauty, fashion, grocery, and consumer electronics, understanding why video moves buyers is essential to driving engagement, conversion, and long-term loyalty.

Video Drives Purchase Confidence and Decision Making

One of the most powerful effects of video content is its ability to build consumer confidence,  often faster than text or static images. According to recent research, 82% of consumers say they have been convinced to purchase a product or service after watching a video about it, highlighting video’s persuasive power in closing the gap between interest and action. 

Similarly, studies show that ecommerce sites using product videos can experience substantial increases in conversion. For example, video on landing pages is linked to up to 80% higher conversion rates compared to pages without video.These statistics demonstrate two key points: first, shoppers rely on video to reduce uncertainty; second, they act on the clarity and context video provides.

Video Content Increases Engagement and Time on Site

Beyond influencing the final purchase decision, video content dramatically changes how users interact with a website. Product videos increase session duration and the number of pages visited per session, often by significant margins This effect is not limited to site engagement metrics. When shoppers feel more engaged and informed, they are less likely to bounce and more likely to progress deeper into the sales funnel. For enterprise brands operating in competitive categories like electronics or lifestyle goods, this is a pivotal advantage.

Here's what Joe Cano, VP of Digital at Lowe's has to say about video content: 

Different Types of Video Influence Different Decisions

Not all video content works the same way. Short explainer videos serve a different purpose than in-use demonstrations, just as a brand story video plays a different role than a customer testimonial. The strongest strategies employ multiple video formats across the funnel, each tailored to the shopper’s intent.

• Demo and “how-to” videos simplify complex features.
• Unboxing and review clips creates social proof.
• Brand story or lifestyle videos build emotional connection.

Video’s Influence Extends Across Channels

While video is often associated with landing pages or PDPs, its impact stretches far beyond a single touchpoint. Social media platforms, especially mobile-first environments, are where consumers increasingly encounter, evaluate, and engage with products.

Maybe most importantly, short-form video content, the kind dominating mobile feeds, significantly shapes purchase intent. Studies show that the quality, usefulness, and entertainment value of short videos contribute not just to engagement but also to consumer trust, which in turn boosts purchase intentions.

Video on Mobile and Social Platforms Is Now the Norm

Video’s reach is amplified by mobile viewing habits. The dominance of mobile video sets specific expectations for content design: videos should be concise, mobile-optimized, and capable of forming an emotional or practical connection within the first few seconds. Read more about mobile-first shopping here.

Video Builds Trust and Reduces Purchase Friction

At its core, video serves two main psychological functions: it reduces uncertainty and increases shopper trust. Visual storytelling bridges the gap between online shopping and the in-person experiences consumers once relied on in brick-and-mortar stores. In categories like consumer electronics or beauty, where tactile features and aesthetics matter, video bridges the sensory gap that text or images cannot. Users feel more confident, knowledgeable, and emotionally connected, and that confidence plays a direct role in purchase decisions.

Video Is a Strategic Imperative

As video becomes the most consumed content format on the internet, its role in ecommerce is no longer experimental, it is fundamental. Consumers want videos that inform, demonstrate, and connect. Retailers who deliver these experiences see measurable upticks in engagement, confidence, and conversion.

Talk to a Firework expert to learn how video content  can increase purchase confidence and drive higher conversion rates.

FAQ

Q: Does video really affect purchase decisions?
Yes. Across multiple studies, a large majority of consumers report that video content has directly influenced their decision to buy a product or service. 

Q: What types of video are most effective?
Demonstration videos, unboxing clips, social proof/testimonials, and short explainer videos all serve distinct roles in educating and persuading shoppers. Strategy should align to the stage of the customer journey.

Q: Should videos be short or long?
Most effective ecommerce video content tends to be short and mobile-optimized, capturing attention quickly and providing a clear, concise message.

Q: Where should retailers publish video content?
Across all touchpoints: landing pages, product pages (PDPs), social feeds, email campaigns, and paid media. Each platform amplifies video’s reach in different ways.

Q: Do videos improve ROI?
Yes. Significant majorities of marketers report positive ROI from video content, with many using video as a core marketing and ecommerce tactic

How Video Content Impacts Purchase Decisions in E-Commerce

Discover how video content shapes purchase decisions, builds trust, and increases conversion across ecommerce product pages and digital channels.