May 5, 2025
Video has moved far beyond being just another marketing tactic; it has become a driving force behind modern commerce. According to a 2024 study by Research and Markets, the video commerce market is projected to surge from $695 billion in 2023 to a staggering $3.7 trillion by 2029.
That’s a 32% compound annual growth rate, signalling that video should not be optional anymore as it proves increasingly foundational to brand growth and consumer engagement.
Ahead of our upcoming webinar, Video Commerce 2025: Amplify and convert across channels, we’re diving into the trends, challenges, and best practices that will define the future of commerce in a video-first world.
The new era of video commerce
Consumers today go beyond scrolling, they discover, engage and purchase through video. A massive 84% of shoppers say that brand video influences their buying decisions.
Short-form content, particularly Reels, TikToks and YouTube Shorts, has become highly persuasive, with 46% of consumers calling these formats their preferred way to discover and evaluate products, according to our latest Shopper Preference Report 2025. And user-generated content (UGC) is now considered critical by 65% of shoppers during the decision-making process.
The result is a complete shift in how consumers shop and how brands must respond. Video marketing is now table stakes, but many brands are still falling short in adapting video commerce, still seeing video as a campaign-based effort instead of a sustained, full-funnel content strategy.
Why brands struggle to scale video commerce
The promise of video commerce is huge, but the execution remains a challenge. Despite knowing that video drives engagement, conversions, and loyalty, many marketers face roadblocks when trying to scale.
Sourcing a steady stream of fresh, relevant video content across channels and mediums is time-consuming and challenging. Even brands with active creator partnerships struggle to keep up with the demand for social-style content that resonates across platforms.
At the same time, concerns about brand safety when using UGC often slow down momentum. Content can pose risks without proper moderation and rights management, making legal teams uneasy and stalling campaigns before they start.
Another common issue is fragmentation. Many marketing teams are juggling disconnected tools for video sourcing, publishing, and performance tracking. The result is inefficiency, inconsistency, and a lack of clear ROI, especially when video lives in silos rather than integrated into the broader commerce ecosystem.
Building a scalable, brand-safe video commerce strategy
To turn video into a true growth engine, brands must embrace a new approach that combines authenticity, control, and connection across every touchpoint.
It begins with sourcing smarter. Instead of relying solely on internal teams or ad agencies, leading brands are activating their communities, both creators and consumers, to fuel a video pipeline that feels authentic, diverse, and scalable.
AI-powered tools can now identify brand-aligned creators across TikTok, Instagram, and YouTube, making it easier to discover and activate video content that resonates with your audience.
But sourcing is just the first step. Content needs to be managed with care to ensure every video aligns with brand standards and is ready to perform across platforms. That means closed captioning for accessibility and SEO, sound controls for a consistent user experience, and automated content expiry to stay compliant.
A centralized video hub is essential to provide teams with visibility and control over all creator and UGC content in one place.
Video commerce at every stage of the funnel
One of the most powerful aspects of video commerce is its versatility. It works across the entire funnel, from discovery to conversion. However, success depends on aligning video formats and placements with the right audience and intent.
Short-form video thrives at the top of the funnel. It’s where brands catch attention and spark interest. Think quick, punchy TikToks or Instagram Reels that show off a product’s lifestyle appeal. These videos are especially effective with Gen Z, who expect social-native experiences from brands.
Meanwhile, long-form video plays a bigger role during consideration and conversion. Consumers seek depth through product tutorials, testimonials, and behind-the-scenes stories that build trust and reduce purchase hesitation. Millennials, in particular, engage more with this kind of informative, emotionally resonant content.
But format isn’t the only consideration. Distribution matters just as much. The most successful video commerce strategies use an omnichannel approach by publishing videos on social platforms, directly on product detail pages (PDPs), brand sites, and retail partner pages.
By bringing social-style video experiences on-site (think portrait carousels, auto-scroll, full-screen playback) brands can keep shoppers engaged longer and significantly boost conversion rates.
Proving the ROI of video commerce
For all its creative energy, video commerce needs to deliver measurable business results. That’s why leading brands are moving beyond vanity metrics like views and likes, and instead focusing on full-funnel analytics.
What’s the add-to-cart rate after watching a video? How does PDP video impact conversion lift? Are videos driving sales on e-commerce sites and at retail?
By tying video performance to real outcomes (engagement, sales, revenue), brands can finally unlock the ROI that justifies further investment and optimization.
2025 is the time to lead with video
The future of commerce is visual, immersive, and deeply human and video commerce is how brands will meet that future head-on.
Today’s shoppers don’t just watch, they act. Video content at scale is only possible and powerful if it’s immersive, connected, and measurable.”
If your brand is ready to stop treating video as another asset and start using it as a commerce catalyst, this is your moment.
Join us for Video Commerce 2025: Amplify and convert across channels
This webinar will unpack the strategies, tools, and case studies redefining video commerce in 2025.
You’ll hear from industry leaders, explore success stories, and see how platforms like Bazaarvoice Vibe help brands confidently manage and scale video content.
Reserve your seat to take the first step toward making video your most powerful channel for growth.
