The Proven ROI of Product Videos in eCommerce
Product videos are no longer a nice-to-have — they’re a clear driver of conversion, revenue, and retention. Here’s some data-backed facts on what product videos do to your eCommerce metrics.
Videos outperform static content in every major KPI across the board, from conversion rate to ROAS. And with technologies like Omi’s virtual Video Maker, creating bespoke videos for your brand is more accessible than ever.
Key takeaways:
For eCommerce brands, videos have a positive impact on metrics including…
Conversions: product videos can increase conversion rates by up to 80%
SEO: pages with video drive 157% more organic traffic from search
ROAS: Video ads generate a 34% higher Return on Ad Spend than still images
Engagement: Product videos increase on-site engagement by up to 88%
Social shares: Social videos are shared 1,200% more than text and image posts combined
Video has taken over the internet — and changed online shopping habits
Since the pandemic and the rise of social platforms like TikTok, video content has won out as the most compelling format users consume online. In fact, videos now account for nearly 83% of global internet traffic.
The meteoric rise of short-form videos has grown hand-in-hand with changes in how people shop online. Today’s consumers make faster decisions with less patience for friction or uncertainty. Videos help reduce that uncertainty — they show your product in action, which builds trust and supports quicker, more confident purchases.
More broadly, video aligns with how modern consumers prefer to receive information. Research suggests that visual content dramatically improves information retention — viewers typically remember 95% more of messages they've seen in a video rather than read in a text. This enhanced retention creates valuable opportunities for brands, as Google reports that 80% of users can recall video ads they viewed within the past 30 days.
Boost your eCommerce KPIs with product videos
Using product videos improves your conversions, ROAS, and SEO. With results this conclusive, why wait any longer to get started?
eCommerce metrics improved by product videos
The most pressing business case for implementing more product video is its impact on conversions
Conversion rate enhancement
The most pressing business case for implementing more product video is its impact on conversions.
Landing pages that include embedded video often see conversion lifts of up to 80%. This holds true across product categories — especially when videos demonstrate the product being used or highlight key features.
In fact, 64% of shoppers are more likely to complete a purchase after watching a product video. Videos build confidence — they don’t just show what an item looks like, but how it works, feels, and could fit into someone’s life.
Cart addition rates
When customers feel more informed, they’re more likely to take action. Product videos influence add-to-cart behavior by answering pre-purchase questions before they become objections. In turn, this can reduce bounce rates and lower abandonment during the checkout process.
Gamel helmets used clean 360-spin Omi videos for their eCommerce and product launch.
Videos that show products in motion are particularly effective at creating that “I can see myself using this” moment — a key psychological nudge toward action.
Average order value increase
Videos also tend to lift AOV (average order value), in part because they provide a setting to introduce related products, accessories, or bundles. This visual context helps customers imagine how items work together, which can support cross-sell and upsell strategies.
Because video increases buyer confidence, it can also reduce buyer’s likelihood of returning the item. When expectations are aligned with reality, customer satisfaction improves — and so does retention.
Time on site and engagement metrics
Product videos increase time on site by up to 88%. That added dwell time contributes to better engagement, more pages per session, and higher likelihood of purchase.
This is especially important on mobile, where attention spans are shorter and scrolling behavior dominates. Videos encourage users to pause, engage, and absorb information — which increases their likelihood to act.
Video across the customer journey
Video serves different purposes at each stage of the customer journey, driving engagement, education, and conversion.
Awareness stage videos hook user attention & drive engagement
At the top of the funnel, video serves as a powerful discovery tool. On social media platforms, video drives significantly more engagement than static content — Instagram video ads, for example, receive 3x more interaction than image-based ads.
Social videos also benefit from algorithmic prioritization, which can amplify their reach. In fact, social videos are shared 1,200% more often than text and image content combined.
Esthederm added atmospheric "product reveal" videos to their launch.
Consideration stage videos educate customers & increase buyer confidence
Once shoppers click through to a site, product detail pages with video significantly outperform those without. That performance increase comes from both the content format and the consumer behavior it triggers: more time spent reviewing, fewer open questions, and greater purchase confidence.
360° viewers and demo-style walkthroughs give shoppers the information they need to move from interest to intent.
360-spin videos complement any PDP imagery gallery.
Decision stage videos address final doubts & encourage conversion
Late-stage video content like testimonials and detailed feature callouts can help seal the deal. At this point, the goal is to remove any final doubts.
84% of shoppers have made a purchase decision after watching a brand’s video. Showing real customer experiences or addressing common hesitations in the form of video builds both trust and urgency.
Cost-benefit analysis: traditional video production vs. 3D Virtual Studio
Traditional video production tends to drain budgets and extend timelines. This limits how many products get the privilege of video exposure, costing other products sales opportunities.
Traditional videography has its limitations
Historically, product video has come with real barriers: long production timelines, high costs, and coordination headaches. This makes it hard to scale across large catalogs or quickly respond to seasonality, inventory shifts, or market changes.
Updating videos for minor product variations — colorways, accessories, localized details — often means starting from scratch. For brands managing hundreds or thousands of SKUs, this quickly becomes unsustainable.
3D Virtual Studio speeds up production by 10-20x while reducing costs by around 90%
Omi’s Virtual Studio helps remove those blockers by making video creation faster, more flexible, and more cost-efficient. A drag-and-drop environment with pre-set animations, hundreds of templates, and thousands accessories turns the video making process on its head.
The staging possibilities are near-infinite.
Because the platform uses 3D models, brands can create new, creative variations of their videos without reshooting. This also unlocks scenes and creative concepts that would be hard or impossible to film physically without a Hollywood budget — such as exploded views, dynamic lighting changes, scale transitions, animated materials, and immersive cinematics.
Videos created in the Virtual Studio can be refreshed quickly to match promotional campaigns, product updates, or channel-specific requirements — all without requiring a new shoot. That flexibility means more agility across marketing, merchandising, and retention strategies.
All in all, the performance impact of video speaks for itself
The ROI of product videos is no longer theoretical. Across metrics like conversion rate, ROAS, engagement, and retention, video consistently drives results.
For eCommerce teams focused on optimization, the takeaway is clear: the longer you wait to implement video, the more potential revenue you leave on the table. And with scalable solutions like Omi’s Virtual Studio, the path to video is no longer blocked by cost or complexity.
If you're exploring how to integrate high-performance video content into your customer journey — across PDPs, email, paid media, or social — we’d be happy to show you how the Virtual Studio works.
Create your own product videos in minutes
Works directly in your browser. 20x cheaper production (at least). Creative freedom. Full autonomy.
About the author
Tim Arlestig
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Senior Content Manager
Tim Arlestig joined Omi in 2024 as a Senior Content Manager. In addition to working on Omi's general marketing strategy, he researches and writes about how brands can scale content production with Omi’s Virtual Photo Studio.
