# 31 video marketing and e-commerce product video statistics for 2027

Wyzowl reports 91% business video adoption and 63% AI use. Explore product video surveys, retail sales experiments, and video commerce forecasts.

Author: Ravi Parikh

Canonical: https://voyager.so/blog/ecommerce-product-video-statistics

Published: 2026-11-05T19:33:51-05:00
Updated: 2026-11-05T19:33:51-05:00

![Wyzowl 2026 survey: 93% report increased brand awareness, 85% lead generation, 83% increased sales, and 82% good ROI.](https://cdn.moda.app/voyager/blog/ecommerce-product-video-statistics/outcomes-929c289340138719.webp)

Product video has shifted from a marketing differentiator toward a widely used e-commerce practice. Video demonstrations, customer reviews, and social content can help shoppers evaluate products before purchasing, although their effects vary by product category, audience, and implementation.

**The short version:** Video is widely adopted across marketing, with [91% of businesses](https://wyzowl.com/video-marketing-statistics/) reporting that they use video as a marketing tool. DataReportal's October 2026 research also found that [92.1% of online adults](https://datareportal.com/reports/digital-2027-global-overview-report) watch online video weekly. These findings show the importance of video consumption and marketing adoption, although they are not e-commerce-specific adoption or conversion rates.

**Key takeaways**

* **Product video engagement:** Short videos under one minute average [approximately 50% engagement](https://www.hubspot.com/marketing-statistics), measured by the proportion of the video watched, although engagement varies by content type and platform.
* **Purchase confidence:** PowerReviews found that [23% of shoppers](https://www.powerreviews.com/research/ugc-visual-content-shopper-behavior-survey/how-user-generated-visual-content-impacts-purchase-behavior/) would not purchase a product without customer-provided photos or videos.
* **AI production adoption:** [63% of video marketers](https://wyzowl.com/video-marketing-statistics/) have used AI tools to create or edit video, although production cost savings vary by workflow.

This report examines 31 video marketing and e-commerce product video statistics covering adoption, conversions, costs, and 2027 trends, with insights for [editable video production](/blog/what-editable-means-for-ai-video). Findings draw from 2026 industry research, distinguishing survey responses from independently measured results and market forecasts. Sources were read on 5 November 2026. Voyager, the desktop app our team builds, connects media generation with creative editing workflows.

## Business adoption and marketing integration

Video marketing has become standard practice across industries. These figures establish baseline adoption rates among businesses and marketing teams, although they should not be interpreted as e-commerce-specific adoption rates.

### 1. 91% of businesses use video as a marketing tool in 2026

According to Wyzowl's annual video marketing survey, [91% of businesses](https://wyzowl.com/video-marketing-statistics/) incorporate video into their marketing efforts. This represents widespread adoption among surveyed companies, though business size and industry affect how broadly the figure applies. Wyzowl surveyed 266 respondents in late 2025, including marketing professionals and online consumers, rather than independently auditing company video production activity.

### 2. 93% of video marketers say video is an important part of their strategy

Beyond simple usage, [93% of video marketers](https://wyzowl.com/video-marketing-statistics/) identify video as strategically important to their marketing programs. This perception metric indicates how marketing teams prioritize video relative to other content formats. The figure reflects stated importance rather than measured budget allocation or performance outcomes.

### 3. 76% of surveyed companies produce at least one video per month

According to Wistia's 2026 State of Video research, [76% of surveyed companies](https://wistia.com/blog/video-marketing-statistics) produce at least one video per month. This cross-industry production benchmark demonstrates the regular use of video content, although it does not establish a retail-specific adoption rate.

### 4. 67% of marketers not using video planned to start in 2026

Among marketers who were not using video when surveyed, [67% planned to begin](https://wyzowl.com/video-marketing-statistics/) video marketing in 2026. This historical survey response suggests continued interest in adoption, though stated intentions do not establish how many organizations ultimately implemented video marketing during the year.

### 5. 92% of video marketers planned to maintain or increase video spending in 2026

Investment intentions remained strong in Wyzowl's 2026 survey, with [92% of video marketers](https://wyzowl.com/video-marketing-statistics/) planning to spend the same amount or more on video marketing compared with the previous year. This budget intent metric indicates sustained commitment to video as a marketing channel, but it is not a forecast of actual spending in 2027.

## Consumer behavior and purchase influence

Understanding how consumers interact with product video helps e-commerce teams align content strategy with viewing patterns, product research behavior, and purchase decisions.

### 6. 51% of consumers rely on product videos to make informed purchase decisions

Product video plays a direct role in the research process, with [51% of consumers](https://www.g2.com/articles/video-marketing-statistics) reporting that they rely on product videos to make informed purchase decisions. This finding highlights the importance of demonstrations and visual product information, although reliance on video does not establish that viewing it independently causes a purchase.

### 7. 84% of consumers want to see more video content from brands

According to Wyzowl's 2026 survey, [84% of consumers](https://wyzowl.com/video-marketing-statistics/) want to see more video content from brands. This measures consumer demand for branded video rather than a direct increase in purchase motivation.

### 8. 96% of people have watched an explainer video to learn about a product

Nearly all consumers surveyed have used video for product research, with [96% having watched](https://wyzowl.com/video-marketing-statistics/) an explainer video to learn more about a product or service. This widespread behavior highlights the importance of accessible product education, though it does not establish that every product category requires explainer content.

### 9. 63% of consumers prefer to learn about products through short video

When given format options, [63% of consumers](https://wyzowl.com/video-marketing-statistics/) indicate they would most like to learn about a product by watching a short video. This preference metric helps inform content format decisions, though actual behavior may differ from stated preference in specific purchase contexts.

### 10. 92.1% of online adults watch videos weekly

According to DataReportal's Digital 2027 Global Overview Report, published in October 2026, [92.1% of online adults](https://datareportal.com/reports/digital-2027-global-overview-report) watch online videos weekly. The research also reports that online adults spend an average of 12 hours and 5 minutes per week watching online video. These findings cover general video consumption rather than product or commercial content specifically.

## Conversion and engagement impact

These metrics examine how video relates to e-commerce performance indicators, including viewer engagement, product sales, and customer purchase confidence. Individual studies should not be treated as universal conversion benchmarks.

### 11. Videos under one minute average approximately 50% engagement

Video engagement research summarized by HubSpot indicates that videos under one minute [average 50% engagement](https://www.hubspot.com/marketing-statistics), meaning viewers watch approximately half the video's duration on average. This viewing benchmark does not establish a conversion or engagement lift compared with product pages without video. Product-specific engagement can also differ from broader short-video averages.

### 12. Product videos increased apparel sales by 14.5% in one randomized field experiment

In research published in *Management Science* in 2015, introducing product videos on selected apparel pages was associated with a [14.5% increase in sales](https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2014.2086) for the featured products. The randomized field experiment also found a 28.3% increase in sales of associated coordinating products.

These results come from one fashion retailer and demonstrate a measured sales effect in a specific setting rather than an industry-wide conversion benchmark. Product category, video content, and placement can influence results elsewhere.

![Sales increases of 14.5% for apparel and 28.3% for matching accessories in one retailer experiment.](https://cdn.moda.app/voyager/blog/ecommerce-product-video-statistics/apparel-sales-869baf22d30de746.webp)

One fashion-retailer experiment found direct and spillover sales effects, not a universal conversion lift. Source: Kumar and Tan, Management Science, 2015; read 5 November 2026.

### 13. 23% of shoppers avoid products without customer photos or videos

According to PowerReviews' 2024 consumer research, [23% of shoppers](https://www.powerreviews.com/research/ugc-visual-content-shopper-behavior-survey/how-user-generated-visual-content-impacts-purchase-behavior/) say they will not purchase a product without customer-provided photos or videos. This finding demonstrates the importance of visual product evidence, but it does not isolate the impact of video from photos or establish a measurable reduction in product returns.

### 14. LinkedIn users are 20 times more likely to share video content

According to LinkedIn Marketing Solutions, users are [20 times more likely](https://www.linkedin.com/business/marketing/blog/content-marketing/tips-for-growing-organic-marketing-reach) to share video content than other content formats on the platform. This platform-specific comparison concerns sharing likelihood and does not directly establish higher purchase conversion.

### 15. 91% of shoppers are more likely to buy products with photo and video reviews

According to PowerReviews' 2024 consumer research, [91% of shoppers](https://www.powerreviews.com/research/ugc-visual-content-shopper-behavior-survey/how-user-generated-visual-content-impacts-purchase-behavior/) say they are more likely to purchase products whose reviews include customer photos and videos alongside text. This measures stated purchase likelihood for user-generated visual reviews, not conversion lift from shoppable video alone.

## Marketing ROI and sales attribution

These findings address return on investment perceptions and sales attribution as reported by marketing practitioners. They should be distinguished from independently measured incremental revenue or profit.

### 16. 82% of video marketers say video gives them a good ROI

The majority of practitioners report positive returns: [82% of video marketers](https://wyzowl.com/video-marketing-statistics/) indicate that video provides good ROI for their marketing investments. This perception metric reflects practitioner sentiment rather than standardized ROI calculations, as measurement methodologies vary across organizations.

According to Wyzowl's 2026 video marketing survey, [82% of video marketers](https://wyzowl.com/video-marketing-statistics/) reported that video marketing delivered a good ROI, down 11 percentage points from the 2025 result of 93%. These were separate annual survey samples, so the decline does not establish that the same companies experienced lower financial returns.

### 17. 83% of video marketers say video has directly increased sales

According to Wyzowl's 2026 survey, [83% of video marketers](https://wyzowl.com/video-marketing-statistics/) report that video has directly increased sales. This is a self-reported attribution measure rather than independently measured incremental sales lift.

### 18. 85% of video marketers say video helps generate leads

According to Wyzowl's 2026 survey, [85% of video marketers](https://wyzowl.com/video-marketing-statistics/) report that video has helped generate leads. For e-commerce, this finding is particularly relevant to categories with longer consideration cycles or B2B commerce applications.

### 19. 93% of video marketers say video increases brand awareness

According to Wyzowl's 2026 survey, [93% of video marketers](https://wyzowl.com/video-marketing-statistics/) report that video has helped increase brand awareness. This self-reported benefit suggests that marketers consider video useful for introducing products and maintaining brand visibility, but it does not independently establish incremental reach, sales, or return on advertising spend.

## Platform performance and channel selection

Different platforms deliver varying results for video distribution. These findings help inform channel prioritization decisions, but platform usage and effectiveness should be interpreted within each survey's population and methodology.

### 20. YouTube is used by 82% of video marketers and rated effective by 69%

YouTube ranked first among the channels surveyed in Wyzowl's 2026 research: [82% of video marketers](https://wyzowl.com/video-marketing-statistics/) reported using it, while [69% rated it effective](https://wyzowl.com/video-marketing-statistics/). These figures establish YouTube's position within that particular survey, not a universal ranking across every industry or audience. Usage and perceived effectiveness measure different aspects of platform performance.

### 21. 45.5% of U.S. TikTok users were projected to purchase on the platform in 2025

According to EMARKETER's 2025 forecast, approximately [45.5% of U.S. users](https://www.emarketer.com/content/faq-on-us-tiktok-ban--what-businesses--advertisers--creators-need-know) of TikTok were expected to make at least one purchase through TikTok Shop during 2025. This is a historical forecast of annual buyer penetration in the United States, not an observed video-to-purchase conversion rate or a verified 2025 outcome.

### 22. LinkedIn video ads drive 3x higher engagement than non-video formats

For B2B e-commerce and professional audiences, LinkedIn Marketing Solutions reports that video ads drive [3x higher engagement](https://business.linkedin.com/advertise/ads/sponsored-content/video-ads) on average than non-video ad formats. The platform's benchmark is based on its own advertising data and should not be generalized to organic posts or treated as a controlled e-commerce conversion comparison.

### 23. 69% of video marketers create social media videos, making it the most common type

Social media video is the most produced format in Wyzowl's 2026 survey, with [69% of video marketers](https://wyzowl.com/video-marketing-statistics/) creating social content. This production priority reflects the importance of social distribution across surveyed marketing teams rather than proving that social videos consistently outperform other formats.

## Mobile consumption and format optimization

Mobile viewing behavior influences video production and distribution strategy. Platform-specific viewing trends reinforce the need to consider aspect ratios, text sizing, captions, and playback conditions.

### 24. LinkedIn video watch time increased 36% year over year

Video consumption is expanding on professional social platforms. According to LinkedIn executives cited in October 2026 reporting, video watch time on LinkedIn increased by [36% year over year](https://www.inc.com/ashley-couto/video-linkedin-fastest-growing-format-startup-founders-post/91426660), while video creation grew twice as quickly as other post formats.

This platform-specific increase supports testing short-form and mobile-friendly video formats, but it does not establish a comparable increase in video-driven purchases or conversion rates.

### 25. Approximately 80% of LinkedIn users watch video ads without sound

Audio accessibility is important for social video. According to LinkedIn Marketing Solutions, [roughly 80% of users](https://business.linkedin.com/advertise/resources/marketing-terms/digital-marketing-types) watch desktop and mobile video ads with sound off. This platform-reported finding supports captions, on-screen text, and visual storytelling without assuming identical viewing behavior across every mobile video platform.

### 26. 76% of video teams adjust aspect ratios for different platforms

According to Wistia's 2026 State of Video research, [76% of surveyed teams](https://wistia.com/blog/video-marketing-statistics) adjust video aspect ratios depending on the distribution platform, with approximately half doing so every time. This production practice highlights the importance of preparing product videos for different viewing environments.

## AI adoption in video production

Artificial intelligence tools are changing how product videos are created, with implications for production speed, cost, and creative flexibility. Understanding how [different video generation methods](/blog/text-to-video-vs-image-to-video) work helps teams choose the right tools for their workflows.

### 27. 63% of video marketers have used AI to create or edit video

AI adoption in video production has accelerated: [63% of video marketers](https://wyzowl.com/video-marketing-statistics/) reported using AI tools to create or edit marketing videos in Wyzowl's 2026 survey, up from 51% in 2025. This 12-percentage-point increase indicates rapid growth in reported AI adoption.

![Wyzowl reports AI use for video creation or editing at 51% in 2025 and 63% in 2026.](https://cdn.moda.app/voyager/blog/ecommerce-product-video-statistics/ai-adoption-172cce4a3c8c0c5a.webp)

Reported AI use rose 12 percentage points across separate annual samples. Source: Wyzowl, 2026 report; read 5 November 2026.

### 28. 85% of surveyed marketers say videos with AI elements perform better

According to Wistia's 2026 AI video marketing research, [85% of surveyed marketers](https://wistia.com/explore/ai-video-trends) say videos incorporating AI elements perform better than traditional videos. This reflects marketers' reported perceptions, not a controlled comparison proving that AI-generated content consistently produces higher conversion rates.

For e-commerce teams, the finding highlights interest in AI-assisted production, while campaign performance should still be measured against relevant non-AI alternatives.

### 29. 90% of marketers say editing AI-generated video is essential

According to Animoto research summarized in 2026, [90% of marketers](https://www.shopify.com/in/blog/video-marketing-statistics) consider the ability to edit AI-generated video content essential. This preference highlights the importance of maintaining creative control after generation, particularly when product videos require changes to branding, text, timing, or campaign-specific messaging.

Teams evaluating [AI video generators](https://voyager.so/resources/models/best-ai-video-generator) should test whether their chosen tools support the revisions and deliverables required by their production workflows.

### 30. 66% of digital video buyers are using, testing, or planning agentic AI

According to IAB's 2026 Digital Video Ad Spend & Strategy research, [66% of digital video buyers](https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/) were already using, testing, or planning to use agentic AI for digital video campaigns in 2026.

This combined adoption-and-intent measure does not mean all respondents had deployed agentic production systems. The combined measure indicates interest in agentic AI but does not distinguish current deployment from planned adoption.

## Market size and growth projections

These figures provide market context for video commerce scale and trajectory. Historical market valuations are research estimates, while future market sizes and growth rates are analyst projections rather than guaranteed outcomes.

### 31. The global video commerce market was estimated at $917.4 billion in 2024 and projected to reach $14.4 trillion by 2034

Market.US estimates the global video commerce market at [$917.4 billion in 2024](https://market.us/report/video-commerce-market/), projecting growth to [$14,401.8 billion by 2034](https://market.us/report/video-commerce-market/). Its model implies a [31.70% compound](https://market.us/report/video-commerce-market/) annual growth rate over the 2025 to 2034 forecast period.

The market definition encompasses video-enabled commerce broadly, including livestream shopping, shoppable video, and video-integrated product pages, rather than video production software specifically. The figures are analyst estimates and projections, not independently audited global transaction totals.

## Why Voyager for e-commerce product video workflows

E-commerce video production involves more than generating individual clips. Marketing teams often need to revise product messaging, adapt videos for different channels, add captions and audio, and preserve editable files for future campaigns.

[Voyager](/) is a desktop AI-agent harness that connects external generative models with creative software and its own editing tools, allowing teams to manage generation, editing, and finishing within a connected workflow.

For teams producing product demonstrations, launch videos, and social advertising, Voyager supports several production requirements:

* **AI-assisted video production:** Connects supported external media models with editing workflows, allowing teams to generate footage and assemble it into finished videos.
* **Built-in video editing:** Voyager Video supports timeline editing, multicam workflows, color adjustments, and exports including H.264, HEVC, and ProRes.
* **Editable project handoffs:** Supports [editable video timelines](/blog/what-editable-means-for-ai-video) and interchange formats such as OTIO, FCPXML, and EDL for continued work in compatible editing applications.
* **Creative application integration:** Works with supported professional applications, including Premiere Pro, After Effects, Photoshop, Blender, and DaVinci Resolve, subject to application licensing and platform requirements.
* **Design and audio production:** Includes Voyager Design for visual assets and motion graphics, plus Voyager DAW for arranging, mixing, and scoring audio alongside video production.

Voyager's built-in Design, Video, and DAW editors are included with the free desktop application. Teams can bring supported model API keys or use managed generation credits, with generation metered at provider list cost without model markup. Third-party creative applications require separate licenses, and prepaid credit packs have their own purchase conditions.

Voyager supports Apple silicon macOS, Windows 11 (x64), and Linux (x64). Teams can review [Voyager pricing](https://voyager.so/pricing) and [editable project workflows](/blog/what-editable-means-for-ai-video) when evaluating their production requirements. These capabilities support greater control over the creative process, but they do not independently establish lower production costs or higher e-commerce conversion rates.

## Frequently asked questions

### What percentage of e-commerce businesses use product video in 2027?

Available cross-industry research does not establish a representative percentage of e-commerce businesses using product video in 2027. Wyzowl's 2026 survey found that [91% of businesses](https://wyzowl.com/video-marketing-statistics/) overall used video marketing, while Wistia reported that [76% of surveyed companies](https://wyzowl.com/video-marketing-statistics/) produced at least one video per month. These figures show widespread business-video adoption but should not be presented as retail-only statistics.

### How much does product video improve conversion rates?

Research does not establish a universal conversion improvement from adding video to product pages. In one randomized field experiment published in 2015, introducing product videos increased featured apparel sales by [14.5%](https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2014.2086). However, that result measures sales in one retail setting rather than a universal change in website conversion rate. Results depend on product category, video placement, audience, and implementation, making controlled testing more reliable than generalized industry averages.

### Can AI tools significantly reduce video production costs for e-commerce?

AI tools can assist with product video generation, editing, captions, and other production tasks, but the cited research does not verify universal cost or time reductions. Actual savings depend on production type, quality standards, generation costs, and workflow integration. AI-generated footage still requires appropriate review and finishing for professional e-commerce use. Teams should compare complete production costs, including revisions, model usage, editing, and exports, rather than generation expenses alone.

### Which platforms are most effective for e-commerce product video?

YouTube ranked highest in Wyzowl's 2026 survey for video marketing usage ([82%](https://wyzowl.com/video-marketing-statistics/)) and reported effectiveness ([69%](https://wyzowl.com/video-marketing-statistics/)). Separately, EMARKETER projected that [45.5% of U.S. users](https://www.emarketer.com/content/faq-on-us-tiktok-ban--what-businesses--advertisers--creators-need-know) of TikTok would make at least one purchase through TikTok Shop in 2025. The TikTok figure is a historical forecast of annual buyer penetration, not video conversion performance. Platform effectiveness varies by product category, audience, and content format, making multi-platform testing valuable.

### Why should product videos include captions?

Many social video experiences involve silent viewing, particularly in feeds and public environments. LinkedIn reports that [approximately 80% of users](https://business.linkedin.com/advertise/resources/marketing-terms/digital-marketing-types) watch its desktop and mobile video ads without sound, although viewing behavior varies by platform. Captions, on-screen text, and visual storytelling help communicate product information when audio is unavailable or disabled. They also improve accessibility and allow shoppers to understand important product features without relying entirely on narration.


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Describe what you want to make; Voyager plans it, uses your apps and tools, and keeps everything editable.

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