E-commerce & Retail promo video
An e-commerce product video makes the product the hero: a close-up, the moment of use, a price or offer and an add-to-cart call to action. Carousel-to-video and before-and-after formats move sales the most.
110–128
recommended tempo (BPM)
uplifting
music mood · playful, energetic
snappy
motion personality · energy 70/100
Showcase
first recommended style
Audience
Who are you talking to?
Shoppers who buy while scrolling, compare options and hate missing a deal.
Recommended styles
In the order the industry playbook recommends them.
Color palettes
Every palette passes a readability (WCAG) check. If you have brand colors, use those.
Light theme
Shop
Accent #D5421A
Sample buttonDark theme
Deal
Accent #FFD43B
Sample buttonLight theme
Boutique
Accent #1F7A5C
Sample buttonFont pairings
Display and text font pairings; all of them are free on Google Fonts.
| Display font | Text font | Mono |
|---|---|---|
| Funnel Display 800 | Funnel Sans 400 | — |
| Plus Jakarta Sans 800 | Plus Jakarta Sans 400 | — |
Story formats
The script skeletons that work best in this industry.
Product hero
Makes one product the star: reveal it, give two or three reasons, prove it, ask for the action.
Carousel to video
Turns a swipeable post into a moving video with sound.
Before / after
Shows the transformation the viewer wants: the old state, the turning point, the new state and the proof.
Customer story
Opens on a real customer's strongest line and proves the result.
Listicle
A numbered list ("3 reasons", "5 tips") that earns saves and shares.
Announcement
Tells one piece of news clearly: what changed, why it matters, what to do.
Website tour
Scrolls through the pages of a site inside a browser or phone frame.
Hook examples
- “One bag, carried 3 ways.”
- “20% off in your cart, this weekend only.”
- “Shipped within a day.”
Call-to-action examples
Avoid
- fake discounts (inflated old prices)
- unrealistic product shots
- invented reviews
Niches (18)
This playbook also covers the niches below; your niche is recognized automatically when you create a video.
Frequently asked questions
What music works for an e-commerce product video?
+
Music at 110–128 BPM with a uplifting, playful, energetic feel. Instead of copyrighted songs, use music composed for the video or commercially licensed tracks.
Which colors suit an e-commerce product video?
+
The playbook's 3 palettes are Shop (light), Deal (dark), Boutique (light). If you have brand colors, use them, and keep at least 4.5:1 contrast between text and background.
Which style should an e-commerce product video use?
+
The first pick is Showcase: Photo-first windows, price tags. Alternatives: Interface and Pop.
How long should an e-commerce product video be?
+
15–60 seconds for Reels, 15–35 for TikTok and Shorts, 6–15 for Stories. For a first video, 20–30 seconds is enough for most businesses.
Make your e-commerce product video now
This playbook is applied automatically; you only describe what you promote.
Similar industries
Sources behind this playbook