Unlocking Video Marketing in the Customer Journey for Ecommerce

Discover how video marketing is taking off in ecommerce and why it's crucial to understand your customer journey. Learn how to use video effectively at each stage of the customer journey to drive engagement and conversions.

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When was the last time you searched for a recipe online only to watch a full how-to video on cooking the perfect lasagna? For most people, video has become the preferred medium to learn about a new idea or research the next thing they will buy. Ecommerce brands that have embraced video as part of their marketing strategy are reaching their audiences in new and creative ways - empowering them to stand out and get ahead of the competition. 

Why video marketing is taking off in the world of ecommerce

The target audience and their shopping habits can differ significantly depending on the generation they belong to. For instance, the shopping patterns of millennials are greatly impacted by social media. Millennials, being digital natives, are more likely to research products online and seek recommendations from peers on social media platforms before making a purchase. They also want this information in an easy to consume medium, video.

 91% of shoppers say they want to see more videos from brands [Wyzowl]

Shoppers want to see more videos from brands

It’s no surprise that shoppers want to view more product videos and it’s the reason why we’re loading up our shopping carts. We’re talking haul videos, try-ons, GRWM videos and more. Video is the preferred way to consume content, learn about new products and make buying decisions.

89% of shoppers say they've been convinced to buy a product after watching a brand's video [Wyzowl]

Shoppers are more likely to purchase after watching a video

So, you may be asking yourself, “How do I get started?” 

When beginning to develop your video marketing strategy, it’s important to understand your customer journey. This will help you determine where to add video, what video content you’ll need, and how you will measure its effectiveness. Let’s dive in! 

The 4 stages in the ecommerce customer journey

The customer journey in ecommerce refers to the steps a potential customer takes from the moment they first become aware of your brand to the point where they make a purchase and (hopefully) become a repeat customer. 

The key to building a comprehensive customer journey is to show the right content at the right time, and in a way that customers will continue to engage with you. The right content piece will drive them to the desired next step in their journey. Essentially, meet your buyers where they are and continue to guide them to make a purchase.

Video has become a pivotal tool in enhancing the ecommerce customer experience. To make the most of it, mastering video in the customer's journey is crucial. By doing so, you can create compelling content that resonates with your audience and drives conversions. So, don't overlook the power of video! Learn how to master it in the customer's journey and take your business to new heights.

Let’s start with the first stage of the customer journey: Awareness. 


Goal: You’ll want to get as many eyes on your brand as possible at this stage. The goal of using videos here is for customers to discover your brand and what you offer, but don’t go in for the hard sell just yet. We’ll get there. ;) 

Customer Behavior: 

  • Customers are trying to solve a problem 
  • Browsing similar products

Try these videos at the Awareness stage:

Founder messages 

Put a face to your brand by having your founder appear on camera, sharing their brand story, entrepreneur journey, or simply their favorite product picks. Shoppers love connecting with the brands they shop and video is an easy way to share your story en masse. 

Inspo content

Give customers creative ways or ideas for using your product or service. This could be a GRWM video or product walkthrough. If you’re a fashion brand, these videos could spotlight a different outfit or style, making it easier for shoppers to envision and purchase the entire ensemble from head to toe. 

User-generated content (UGC)

UGC is typically created by loyal consumers who are passionate about your brand and who want to share their experiences with others. Reshare this content on your homepage to provide new shoppers with an authentic review of your product.


Goal: At the Consideration stage, you’ll want to engage and educate your audience about your product.

Customer Behavior: 

  • Comparing products/services and evaluating alternatives 
  • Likely checking out your website
  • Watching video reviews from other customers 
  • Seeking pricing and available discounts and/or promotions

Try these videos at the Consideration stage:

Product Features

Give a detailed walkthrough and closeup look at a specific product. Double down on a certain feature or showcase how the product can be used in the day-to-day. 

Buying Guides

Provide a detailed guide on what a shopper should consider when buying a particular product category. What questions should you ask? How much to expect to pay for a product?

Product Comparisons

With a product comparison video, you can help the customer determine the right fit for them. Provide recommendations for similar products to appear unbiased.

Customer Reviews

Social proof is invaluable for any business. A collection of curated videos can feature happy customers sharing their positive experiences, bolstering trust and encouraging new visitors to discover the products for themselves.

Like this content and want more of it? Then download The Ultimate Guide to Video Marketing for Ecommerce: How to Create Compelling Content for the Customer Journey.

Discover effective video distribution strategies by showcasing your videos at the right time and in the right places across your social media channels and website.


Goal: Now it’s time to get your customers to convert and purchase a product on your site. 

Customer Behavior

  • Customers are informed and confident
  • Seeking opportunities for discounts or promotions
  • Excited about the purchase or engagement, but in need of a clear path to purchase

Try these videos at the Acquisition stage:

Frequently Asked Questions (FAQs)

Walk through the most common questions your support or social media team gets about your brand or products. This dynamic approach provides valuable information without requiring you to leave the product or shopping cart page.

Flash sales and promotions

Promote your best deals, offers, and bundles using video. Create an enticing feature video that promotes your sale, gets people clicking in to access savings, and encourages a bigger shopping cart.

Virtual personal shopping introduction

If your store offers, one-to-one live personal shopping sessions, you can produce a brief video "commercial" that explains how the service works. From there, viewers can book an appointment with a personal shopper to help guide their choices.

Customer reviews and testimonials

Show off customer testimonials or reviews. Better yet, put together a curated video collection featuring happy customers sharing their positive experiences, bolstering trust and encouraging new visitors to check out.

Avoid the common pitfalls of non-converting videos. We’ve written a whole guide on how to make your videos convert.


Goal: Congrats on acquiring a new customer! Now, the goal becomes keeping your customers engaged and informed so that they come back to make repeat purchases. 

Customer Behaviour: 

  • Looking to be kept updated on special offers, new arrivals, important information, etc. 
  • High chance of making repeat purchases

Try these videos at the Loyalty stage:


Give customers a peak behind the curtain at what goes into the production, design, or planning for your products and brand. Take them on a tour of your warehouse, offices, or photoshoots.

New releases 

Spotlight the latest and greatest from your brand by promoting all new products. Better yet, build a collection of new product videos, so that your customer can easily see all you have to offer.

User-generated content (UGC)

We’ve mentioned UGC quite a few times throughout this playbook and that’s because it works! Inject some authenticity into your brand by using these types of videos that showcase real customers unboxing products, trying on clothes, or giving reviews. This offers new shoppers a more relatable perspective on your offerings.

Upkeep and maintenance

Share how-to videos on cleaning different materials or products. This works especially well for high-end or high cost products like luxury handbags or furniture. Not only does this demonstrate the longevity of the product itself, but it also lends to sustainability and the need not to replace a product frequently. 

Need some social video inspiration? Download our guide, 300+ Video Ideas to Transform Your Content Strategy.

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