If you’re still relying on product photos alone, you’re leaving money on the table — and your competitors love that. Your customers want to see what they’re buying in motion. They want to know how it works, how it feels, and why it’s worth their dollar. That’s where ecommerce product videos come in — not as a “nice-to-have”, but as a conversion-driving, trust-building, revenue-growing essential.
And let’s be real: Singaporeans don’t shop the way they used to. We’re scrolling TikTok, watching unboxings on Instagram, comparing features on YouTube — all before we even click “Add to Cart.” If your product isn’t showing up in that journey, you’re invisible. Worse, forgettable.
This article isn’t here to tell you what you already know. It’s here to show you how to use product videos that sell — even if you don’t have a massive team or budget to hire a full-service digital marketing agency. We’ll break down what works, what doesn’t, and how local SMEs are doing it right. Real examples, real tools, real strategy. You want results? Start here.
Key Takeaways
- Ecommerce product videos significantly boost engagement, conversions, and trust by providing customers with a clearer, more immersive understanding of the product.
- Incorporating different video formats—such as explainer clips, unboxings, and lifestyle demonstrations—can address customer concerns at various stages of the buying journey.
- Businesses that invest in well-produced, platform-optimised product videos stand out in a crowded online marketplace and are more likely to drive sustained customer interest and loyalty.
Ecommerce Product Videos: Forging Visual Trust
Image Credit: Seventy7
You already know that ecommerce isn’t slowing down — but what you might not realise is how fast video has become the deal-breaker in online buying decisions. If your product can’t prove its value visually, you’re playing catch-up. Fast. Here’s what’s changed: shoppers now expect to watch before they buy. Per global ecommerce giant Shopify, 89% of consumers say watching a product video has convinced them to make a purchase.
Locally, we’re seeing the same trend. Search interest in product reviews and “best” comparisons continued to peak during every major sales event — and video results consistently led the clicks.
This shift isn’t just about entertainment. It’s about visual trust. A well-executed product video answers the questions your copy can’t: How big is it really? Will it look good in my space? Is it easy to use? And when you deliver those answers quickly and clearly, conversions follow.
You don’t need to be a giant like Love, Bonito — who grew their regional presence partly by integrating shortform product styling videos into both their site and social media platform accounts. But you do need to learn from them. Their videos aren’t flashy — they’re focused. And they work.
The bottom line: ecommerce product videos aren’t optional anymore. They’re one of the most powerful, accessible tools you have to win buyer confidence, reduce returns, and compete with brands ten times your size. The SMEs that get this right? They’re the ones pulling ahead.
Why Product Videos Matter for Ecommerce Success
Image Credit: HubSpot
You’re not just selling a product — you’re selling certainty. And product videos are one of the fastest ways to build that certainty in your customer’s mind. Let’s start with the numbers. According to a Wyzowl report, 82% of people say they’ve been convinced to buy a product or service by watching a brand’s video.
HubSpot backs this up — reporting that video on landing pages can increase conversion rates by up to 80%. This isn’t a hunch — it’s a proven strategy. In Singapore, the numbers paint an even clearer picture. About 9 out of 10 Singaporeans aged 16 to 34 consume online videos daily, primarily via mobile.
Retail Asia further reports that Singapore’s ecommerce market is projected to hit more than $24 billion by 2028, fuelled heavily by mobile-first, visual shopping habits. Now layer in consumer behaviour. Think about the last time you bought something online. Chances are, you watched a review, demo, or unboxing before committing.
Your customers do the same. Whether it’s a TikTok-style 15-second try-on or a 2-minute how-to, video gives them instant answers and builds trust faster than a wall of text ever will.
Consumer Behaviour Trends
| Trend | Insight |
| Mobile-first consumption | Singapore leads Southeast Asia in smartphone penetration (IMDA, 2023) |
| Video reviews or demos | Top decision driver for Gen Z and Millennials, especially in fashion or tech |
| Short-form dominance | TikTok, Instagram Reels dominate engagement for product discovery |
There’s also the impact of visual content on search engine optimisation (SEO). Product videos reduce bounce rates, increase average time-on-site, and and boost your brand’s online presence in both Google and YouTube search — especially if you optimise titles, tags, and thumbnails.
This matters. A recent study shows that video results are 50 times more likely to rank organically than plain text pages. The result? More qualified traffic, lower ad spend waste, and higher lifetime value per customer.
Bottom line: If your product page doesn’t include video, you’re losing conversions, search visibility, and customer trust — all at once.
Types of Ecommerce Product Videos and When to Use Them
There’s no one-size-fits-all in ecommerce video. If you’re dumping every product into the same video template, you’re burning time and missing sales. The smartest brands in Singapore tailor video content to match the buyer’s journey — and the product itself.
Explainer or Demo
Explainer or demo videos are your go-to if you’re selling anything remotely technical. Think electronics, kitchen gear, or beauty tools. These videos don’t just showcase — they teach. When Love, Bonito launched their “Style Hacks” series, they weren’t just marketing clothes — they were showing how different body types could wear the same piece. Result? Higher engagement, fewer returns.
Unboxing or First-Impression
Then there are unboxing or first-Impression videos, which lean into the “authenticity economy.” You don’t need celebrity influencers in Singapore to do this well — local content creators or even your own team with a phone can generate the kind of trust polished video ads can’t. The Singapore-based skincare brand Sigi Skin uses raw, handheld unboxing clips to create buzz before product launches — and it works.
360° or Interactive Product Views
If your product relies on texture, fit, or scale — like fashion, furniture, or accessories — 360° or interactive product views offer that tactile edge online. Shopify reports that adding 3D or AR product views can increase conversions by up to 250% for some categories.
Testimonial and Review Videos
Need to build trust fast? Testimonial and review videos do the heavy lifting. User-generated content (UGC), especially when repurposed from TikTok or Instagram, adds powerful social proof. Bonus: these videos don’t just convince — they often outperform brand-created content in paid ads.
Lifestyle or Storytelling Videos
Finally, lifestyle or storytelling videos are where you sell the why. You’re not just showing a product — you’re showing a life your target audience wants. This works especially well for direct-to-consumer (DTC) and lifestyle brands. Look at The Editor’s Market: their shortform reels don’t pitch — they paint a mood, and the sales follow.
Quick comparison of video types
| Video Type | Best For | Key Benefit |
| Explainer or Demo | Complex or tech products | Increases product understanding |
| Unboxing or First-Impression | New launches or gifting items | Builds excitement and trust |
| 360° or Product View | Fashion, furniture | Shows full detail and physical perspective |
| Testimonial or Review | Services or high-value items | Adds credibility through real user voices |
| Lifestyle or Storytelling | Lifestyle brands, DTC products | Connects emotionally, builds brand loyalty |
What Makes an Effective Ecommerce Product Video
Image Credit: Net Solutions
Hook (0 to 3 seconds)
Let’s cut to it — most ecommerce product videos fail before they even begin. Why? Because they ignore the hook. If you don’t grab attention in the first 3 seconds, you’ve already lost. TikTok’s internal data shows that 63% of videos with the highest click-through rate highlight their key message or product in the opening 3 seconds. Don’t wait. Lead with the benefit or the problem you’re solving — and do it fast.
Clarity and Engaging Visuals
Next comes clarity. Your video can’t convert if it looks like it was shot on a potato. You don’t need a full studio setup, but good lighting, stable framing, and sharp resolution are non-negotiable. Poor visuals suggest poor quality — and that kills trust before the CTA ever appears.
Duration Matters
Speaking of timing — duration matters. For social platforms like Instagram Reels or TikTok, 15 to 60 seconds is the sweet spot. On your product page, you’ve got more breathing room — 1 to 2 minutes is ideal to walk viewers through features without dragging. Here’s your quick reference:
- Social media: 15 to 60 seconds
- Product page: 1 to 2 minutes
- YouTube ads: Under 30 seconds for awareness, 60 to 90 seconds for consideration
Branding Consistency
Branding consistency is where many SMEs slip. A good video doesn’t just show the product — it reinforces your brand’s voice. Think: logo placement, colour grading, font overlays, tone of voice. Everything should feel cohesive with your website and socials.
CTA (Call-to-Action)
And finally, don’t leave viewers hanging. Every ecommerce product video needs a clear call-to-action (CTA). Whether it’s “Buy Now,” “Swipe Up,” or “View More,” make it obvious what happens next. Good content builds interest — great content moves the sale forward.
Local Challenges in Ecommerce Product Videos
Image Credit: Content Marketing Institute
Let’s be honest — creating ecommerce product videos in Singapore isn’t just about creativity. It’s about constraints. Tight budgets. Lean teams. No in-house video pros. Sound familiar?
- Budget Constraints: Hiring a full, high-quality video production team? That’s a luxury many SMEs can’t justify. Even a basic shoot can run into the thousands, especially if you’re aiming for studio-quality content. And buying your own gear — lighting kits, microphones, editing software — adds up fast.
- Lack of In-House Expertise: Then there’s the skills gap. Most local SMEs don’t have a dedicated videographer, let alone someone who understands how to edit for TikTok, optimise for Shopee, or structure a YouTube Short. You’re likely relying on a digital or video marketing generalist already wearing five hats.
- Time Constraints: Time’s another killer. With small teams stretched across sales, ops, and admin, content creation often becomes an afterthought — or worse, rushed and ineffective.
- Platform Fragmentation: Add to that platform fragmentation. TikTok demands snappy, lo-fi videos. Lazada wants clean, structured demos. Instagram? It’s all about aesthetic reels. Navigating this can feel like solving a Rubik’s cube with your eyes closed.
Pro tip: But here’s a truth many overlook: Not every product video needs to be a blockbuster — authenticity often outperforms polish, especially on platforms like TikTok and Instagram. Real users. Real voices. Real results.
Budget-Friendly Solutions and Tools for Creating Ecommerce Product Videos
Image Credit: Vidico
You don’t need a $5,000 camera rig or a fancy studio to create ecommerce product videos that convert. What you need is strategy — and the right stack of tools that stretch your dollar without compromising impact.
DIY Tools (Free or Low-Cost)
Start with what’s already in your pocket: your phone. Today’s smartphones are more than capable of filming crisp product demos. Pair that with free or low-cost editing apps like CapCut, InShot, or even iMovie, and you’re already halfway to a polished video. Platforms like Canva now offer drag-and-drop video editing with brand kit integration — perfect for SMEs who value consistency but don’t have design chops.
Freelancer Options
Need help but can’t afford an agency? Tap into freelancer platforms like Fiverr or Upwork. Better yet, reach out to local polytechnics or universities — many students studying media or design are looking for portfolio projects and charge a fraction of market rates.
Video Templates and AI Tools
Want to speed up production? AI tools like Animoto, Pictory, Runway AI, and Lumen5 can turn product photos and basic scripts into engaging videos with auto-generated captions, transitions, and more. Just upload, tweak, and export.
| Tool | Use case | Cost |
| Animoto | Drag-and-drop explainer videos | From ~US$16 per month |
| Pictory | Turn scripts into short videos | Free trial, then paid |
| Lumen5 | Blog-to-video automation | Free + Paid plans |
| Runway AI | AI-enhanced video editing | From US$12 per month |
Government Grants and Support
And don’t leave money on the table. Grants like the Productivity Solutions Grant (PSG) or IMDA’s SMEs Go Digital programme can co-fund your content tools or content marketing services. Enterprise Singapore also supports ecommerce capability building, especially if you’re expanding into digital marketplaces. This isn’t about cutting corners — it’s about being smart with your budget while staying competitive.
Platform-Specific Ecommerce Product Video Tips
Image Credit: Knowband
Let’s be clear — your ecommerce product videos won’t perform the same everywhere. A video that crushes it on TikTok could flop on Shopee if you don’t tailor the format. You’re not just making videos — you’re making platform-native assets designed to convert.
Shopee and Lazada
Shoppers here move fast. You’ve got 5 seconds to earn attention.
- Go short and silent: Upload demo clips under 30 seconds. Assume viewers are watching on mute — use clear subtitles and step-by-step visuals.
- Localise, don’t generalise: Highlight benefits Singaporean shoppers care about, like “Ships from SG”, “Ready Stock”, or “Free Delivery via Ninja Van”.
- Show usage, not fluff: A simple video of someone unboxing, using, or packing the item beats flashy B-roll every time.
Did you know? Recent studies show that product listings with videos see a 34% higher conversion rate compared to those without.
TikTok and Instagram Reels
This is where your brand personality wins or dies.
- Vertical, native-first: Don’t crop horizontal videos — shoot 9:16 from the start.
- Relatable over perfect: Low-fi, raw content often performs better. Think behind-the-scenes, packing orders, or reaction-style demos.
- Ride the trend wave: Use popular sounds or challenges, but tie them back to your product. That’s how local brand Nom Nom Plush scaled their reach — by jumping on TikTok trends and linking back to their Lazada store.
Your Website
Videos here need to work harder — they’re closer to checkout.
- Embed from YouTube (for SEO juice) or host directly via Shopify, depending on your speed priorities.
- Add schema markup using VideoObject to get video-rich snippets in search results — which can increase organic CTR by up to 30%.
Measuring Ecommerce Product Video Performance
Image Credit: Advids
If you’re not tracking the right numbers, you’re just guessing. And guesswork doesn’t drive conversions. Your ecommerce product videos should earn their keep — and that means tracking performance like a pro. Here’s what to focus on:
- View-Through Rate (VTR): Are people watching your video to the end? A low VTR usually signals weak hooks or bloated runtimes.
- Click-Through Rate (CTR): Are viewers taking action after watching? CTR is your gut-check for relevance and call-to-action effectiveness.
- Add-to-Cart and Conversion Rates: The real goal. Are your videos driving purchase intent — not just vanity metrics?
- Average View Duration and Drop-off Points: Pinpoint exactly when your audience loses interest. Tweak the pacing, visuals, or messaging based on this.
For tools? You’ve already got access:
- Google Analytics 4 (for site-hosted video goals)
- Meta Ads Manager (for Facebook and Instagram campaigns)
- TikTok Business Centre (detailed audience retention stats)
- Shopee and Lazada Seller Centres (for in-platform engagement tracking)
Pro Tip: Use heatmaps or scroll tracking tools like Hotjar to see how videos influence user behaviour on product pages — not just clicks, but confidence. Because when your data speaks clearly, your strategy follows.
Ecommerce Product Video Case Studies
You don’t need a million-dollar budget to create ecommerce product videos that convert. These Singapore SMEs prove you just need the right strategy.
The Editor’s Market – Fashion Meets 360° Video
This homegrown fashion label doesn’t just rely on still images. They’ve added 360° try-on clips to key product listings, allowing customers to see fit, flow, and fabric in motion — especially for dresses and layered outfits. The result? Lower return rates and higher session duration on their Shopify store.
Sigi Skin – Skincare That Leverages TikTok Trends
Instead of overly produced promos, Sigi Skin taps into GRWM (Get Ready With Me) formats and unboxing clips by local TikTok influencers. These short-form TikToks feel native, authentic, and build trust — driving viewers straight to checkout via Linktree or Shopify. One campaign featuring @sarxh.lim pulled in over 80,000 views organically.
Conceptual SME – Electronics Demos That Convert on Shopee
A local electronics accessories brand (name withheld) sells adaptors and charging hubs. Their Shopee listings include side-by-side demo videos comparing product speeds and compatibility with Apple and Android devices. Short, quiet, and informative — just what mobile-first shoppers want. Result? A significant uptick in add-to-cart actions within two months.
Bottom line: These brands didn’t overthink it — they focused on clarity, platform fit, and audience trust. You can do the same, starting now.
You Can’t Afford to Ignore Ecommerce Product Videos
If you’re serious about growing your ecommerce business in Singapore, product videos aren’t just a nice-to-have — they’re a competitive edge you can’t ignore. Whether you’re selling skincare, fashion, gadgets, or home goods, video bridges the gap between your product and your customer’s trust. And here’s the thing: you don’t need a production team or studio budget to get started.
One clear, well-lit explainer or testimonial clip could lift your conversions by double digits — especially on platforms like Shopee or Instagram. Start small. Film with your phone. Test on one product. Use real customer feedback to refine your style. Watch the analytics. Then scale what works.
Key Takeaways:
- Use video to tell, show, and sell.
- Focus on clarity, not perfection.
- Tailor content to each platform.
- Track data, adjust fast, and stay consistent.
If you’re not using video in your ecommerce listings, you’re already a step behind. The good news? Catching up starts with hitting ‘record.’
Need Help in Strategising Ecommerce Product Videos?
Image Credit: Zebracat
You’ve seen how ecommerce product videos drive conversions, reduce bounce rates, and help you stand out — even in crowded marketplaces like Shopee, Lazada, or TikTok. The best part? You don’t need massive budgets to get results. You just need the right strategy, tools, and partner.
That’s where we come in. At MediaOne, we’ve helped Singapore SMEs craft high-converting video campaigns tailored to each platform — from product demos on Shopify to scroll-stopping TikToks. Whether you’re launching your first ecommerce video or scaling an omnichannel content strategy, our digital marketing experts can guide you from storyboard to sales.
If you’re ready to turn browsers into buyers with ecommerce product videos, it’s time to work with a team that understands what actually works in the Singapore market. Call us today and let’s turn your product videos into your most powerful sales tool.
Frequently Asked Questions
What’s the difference between a product video and a commercial?
A product video focuses on demonstrating how a product works, its features, and practical use, while a commercial is broader and designed to build and increase brand awareness or emotion-driven interest. Product videos are more educational, whereas commercials are more promotional.
Should product videos include voiceovers or text overlays?
Yes, including voiceovers or text overlays can enhance clarity and accessibility, especially for complex products. Text is particularly useful for silent autoplay on social media, while voiceovers add a human touch and can guide the viewer.
How often should I update my product videos?
You should update product videos when there are changes to the product, branding, or customer feedback that suggests improvement. Refreshing videos also helps keep content relevant and aligned with evolving customer expectations.
How do product videos influence buying decisions?
Product videos help consumers visualise how an item works in real life, reducing uncertainty and increasing confidence in their purchase. Seeing the product in action often leads to higher conversion rates than static images alone.
Do product videos help with SEO?
Yes, product videos can improve SEO by increasing on-site engagement metrics like time on page and reducing bounce rates. When optimised with proper titles, descriptions, and transcripts, they can also rank on Google and YouTube search results.
