If you have an online shopping app, think about it this way: instead of seeing boring images, you’re seeing small, immersive videos that bring things to life. A slick kurta jiving on a woman, a phone being demoed with all its functions, or a kitchen appliance solving common chores in seconds — sounds far more appealing, doesn’t it?
This is not the future of online shopping; it is here. Videos are changing the way we shop online and in a country as diverse as India, nothing could be more disruptive. With over 759 million internet users in India (source: IAMAI), and video consumption in India on the rise (thanks to YouTube and Instagram), brands are turning towards videos to engage their viewers, generate trust, and ultimately drive sales.
So, we are here to see why videos are proving crucial to the success of your online business, how Indian companies are utilizing videos to their full capacity and what you can learn if you’re interested in taking your online shopping to the next level.
How Videos Will Change The Way You Sell Products?
How we buy things is different now. In a highly competitive online market, brands must stand out, and videos do just that. Here’s why:
1. Videos Build Trust and Credibility
- Seeing Is Believing: static images may be misleading, but videos portray the product in action. Myntra, for example, creates short catwalk videos of clothing items to allow the customers to visualize the fit and fabric.
- Video Reviews by Customers: Flipkart uses video reviews from customers, in which they tell why they liked a product. This builds authenticity and trust.
2. They Simplify Complex Products
Videos disaggregate technical details into digestible formats. Brands such as boAt offer information on the product — like the quality of the sound or the battery life — through unboxing and product demo videos.
An appliance such as a mixer grinder can be sold when people see how it does something — how it pulverizes spices or makes smoothies in seconds.
3. Videos Keep Shoppers Hooked
Consumers are 64% more likely to buy a product after viewing a product video (source: HubSpot).
Websites such as Amazon India utilize snappy videos below 30 seconds to attract attention and retain your interest
How Indian Brands Using Video to Drive E-Commerce
India’s online shopping scene is quite distinctive and depends on regional variations, price sensitiveness, and smartphone penetration. Indian brands have started using video advertising strategies that speak to their audiences.
Example 1: Nykaa’s Tutorial Videos
The beauty and skincare e-commerce site Nykaa knows how to use videos to teach and sell. Their pages typically include tutorial videos for applying makeup or skin care. One lipstick might for instance feature a video that shows different shades on different skin tones. This enables customers to make informed purchasing choices and eliminate return issues.
Example 2: Zomato’s Funny Instagram Slideshows
While Zomato is not a traditional e-commerce company, they post short humorous videos on Instagram. They have relatable posts that appeal to millennials and Gen Z and keep the audience engaged while indirectly advertising food delivery.
Example 3: BigBasket’s Recipe Videos
BigBasket uses videos to feature recipes using ingredients on the platform. For instance, a short “How To Make Butter Chicken” video can advertise their fresh produce, spices, and dairy. Adding recipes to the product lists gives them a very user-friendly shopping experience.
What Videos Are Used for E-Commerce?
Videos don’t come in a box. Below is a breakdown of good performing formats:
1. Product Demos
Demonstrate how a product actually functions.
Example: Decathlon India typically showcases their outdoor gear with the help of product demo videos which may show water resistant or waterproof features.
2. Explainers and Tutorials
Educate your audience without blatantly selling your product.
For instance, Sugar Cosmetics often publish makeup tutorials utilizing their products.
3. User-Generated Content (UGC)
Ask your customers to give feedback through a short video.
Example: Flipkart’s “Customer Stories” feature actual buyers who review products.
4. Behind-the-Scenes (BTS) Content
Make your brand look more human by showing how the products are packaged.
For instance, Fabindia has released BTS footage of craftspeople working directly on their products, connecting emotionally with consumers.
The Business End – Optimizing Video for Indian Viewers
Video is powerful, but it should be developed specifically for India’s digital environment:
- Mobile Optimization: Over 95% of the internet users in India access the web from their mobile devices, so make sure videos are mobile-friendly. Apps such as Meesho thrive on this principle.
- Regional Languages: India is linguistically diverse. Companies such as Amazon India make videos in Hindi, Tamil, Telugu and other local languages to appeal to diverse audiences.
- Short Attention spans: YouTube Shorts and Instagram have revolutionized short-form (15-30 seconds) content. Stick to concise, impactful videos.
- Data Efficiency: Keep the file sizes small to cater to users coming from tier-2 and tier-3 cities with slow connections.
- Measuring Success: The Effect of Video on Your E-Commerce Stats.
Video is not only visually pleasing, but gives quantifiable results. Here’s how it impacts KPIs:
Metric Impact of Videos
- Up to 80 % Higher Conversion Rate: Videos enable consumers to make educated purchasing choices.
- Bounce Rate drops because Videos Keep People On Site For A Longer Time.
- Loyalty builds loyalty by offering a personalized shopping experience.
- Return Rates Drops, because videos explain the product better.
What Can Small Businesses Learn?
Video is easily accessible even to small businesses with low budgets. It’s easy to record and share videos using apps like Instagram, YouTube, and even WhatsApp Business. For instance:
Instagram Reels will show you how to drape a saree from your local saree shop.
For example, a home-made snacks brand can record basic recipe videos with their products.
Keep in mind that it’s not about production value, it’s about authenticity and humanness.
The Bottom Line – The Video-Based Future of e-Commerce
In India’s fast-growing e-commerce industry, videos are not only a promotional medium but also the tool for connecting brands and customers. They teach, interact and gain trust in a way that text-based information simply can’t. In Nykaa’s tutorials, BigBasket’s recipes, Myntra’s catwalk looks, you get the point: you don’t need video anymore; you need video now.
In an age where brands keep finding creative ways to engage with their customers, there will only be more need for quality and engaging video content. And that’s where agencies such as Reset Media come in — enabling businesses to craft videos that speak to their customers and drive results.
If you’re ready to improve your e-commerce with high-quality video content, we’d love to hear from you. Let’s create something extraordinary together.