June 16, 2025
The digital marketplace is seeing seismic shifts in consumer behavior, and video commerce is at the center of the action. If you joined us for our recent session, ‘Video Commerce 2025: Amplify and Convert Across Channels’, you got a front-row seat to the strategies and insights defining this commerce trend.
Video has long evolved from being just a content format to the engine driving modern commerce, profoundly influencing how shoppers discover, engage, and ultimately, purchase.
For those who couldn’t make it, or for attendees looking for a recap, this post-session breakdown will explore the critical takeaways that will help you build a scalable video content strategy for your brand.
The undeniable surge of video commerce
The statistics speak volumes about the trajectory of video commerce. The global market, valued at $695 billion in 2023, is projected to skyrocket to an astounding $3.7 trillion by 2029, boasting a compound annual growth rate (CAGR) of about 32% (according to a 2024 study by Research and Markets).
This isn’t a fleeting trend, but more of a fundamental transformation in how the shopping journey of the consumer is evolving. As our Shopper Experience Index 2024 and recent Shopper Preference Report 2025 indicate, video commerce will be the biggest game-changer for brands and retailers. In fact, 84% of consumers report being convinced to purchase a product after watching a brand’s video.
Key insights: Navigating the video-first world
1. Evolving shopper expectations in a video-driven landscape:
Today’s consumers don’t just passively consume video, they expect it to be part of their shopping journey. More than 65% of shoppers consider videos from other consumers critical in their shopping experience, and 62% gravitate towards videos during content consumption.
Short-form videos like Reels, TikToks, and YouTube Shorts are particularly influential, with 46% of shoppers citing them as a preferred format for discovery and evaluation. Furthermore, 23% are actively seeking product demo videos.
Generational preferences also play a crucial role. Gen Z and Millennials, for instance, favor video content as it captures their attention more effectively. While Gen Z responds well to short, social-native videos for awareness, Millennials engage more with longer-form, testimonial-rich videos for education and conversion.
2. Mastering the content supply chain through effective sourcing and scaling:
One of the core challenges brands face is sourcing a steady stream of high-quality, authentic video content in a sustainable and scalable manner. The session highlighted the importance of leveraging user-generated content (UGC) and creator-driven videos. Brands need to move beyond sporadic campaigns to an ‘always-on’ video strategy.
However, this comes with concerns about brand safety, rights management, and the complexity of managing content across multiple platforms like Instagram, TikTok, and YouTube.
Solutions like Bazaarvoice Vibe aim to address multiple such hurdles with one integrated solution. This includes providing AI-powered tools for creator discovery, a centralized hub for content management, and features like video sound control and closed captioning to ensure brand safety and accessibility.
3. Full-funnel video commerce, from awareness to action:
Effective video commerce isn’t confined to one stage of the buyer’s journey, it’s a full-funnel opportunity.
Short-form videos excel at building top-of-funnel awareness and sparking interest. As consumers move towards consideration and conversion, longer-form content such as product tutorials, in-depth reviews, and testimonials becomes more critical in building trust and reducing purchase hesitation.
The discussion emphasized an omnichannel approach, distributing video seamlessly across product detail pages (PDPs), social channels, and retail platforms.
Powerhouse brands like e.l.f. Cosmetics’ and Canadian Tire’s strategies were highlighted as good examples of leveraging video across the funnel, integrating content from reviews, sampling campaigns, and social commerce into a cohesive, measurable solution.
Bazaarvoice’s new immersive video galleries, for example, are designed to bring sleek, social-style video experiences directly onto a brand’s site to drive engagement and conversion.
4. Measuring impact and optimizing for conversion:
The ultimate goal of any commerce strategy is to drive measurable results.
The session stressed the importance of moving beyond vanity metrics like views and likes to focus on full-funnel analytics that demonstrate real business impact, tracking engagement, add-to-cart rates, conversion lift, and ultimately, revenue.
Brands need robust analytics to understand what’s working, optimize their video content, and justify further investment. This includes tracking the performance of UGC, creator content, and brand-owned videos across all touchpoints, including brand websites, PDPs and social.
Making video your most powerful channel
The Video Commerce 2025 virtual event underscored that the future of commerce is undeniably visual, immersive, and interactive. Brands need to build a scalable video commerce strategy to amplify visibility, engagement, and conversions across channels.
The key is to embrace a connected approach:
- Source strategically: Tap into the power of UGC and creators.
- Amplify effectively: Distribute brand-safe, commerce-ready content across all relevant channels.
- Optimize intelligently: Use full-funnel analytics to prove ROI and refine your strategy.
Brands like NYX and e.l.f. Cosmetics, showcased for their innovative video campaigns on product awareness and video-rich PDPs respectively, demonstrate what’s possible when a robust video commerce strategy weaves its magic.
If you’re ready to transform your video content strategy from fragmented to frictionless and from scattered to scalable, the insights from this session provide a clear roadmap.
Missed the session or want to dive deeper?
You can watch the on-demand to catch all the expert advice and real-world examples.
The era of video commerce is here. Let Bazaarvoice help you lead the charge.
