An e-commerce explainer video is a short film, usually under a minute, that shows a shopper what your store or product is and how buying works. Put it near the top of the homepage or a key product page, keep it simple, and cut shorter versions for ads.
What it does
Shoppers rarely read how-it-works pages. A short video can answer the first question, what is this and how does it work, before they decide to leave. It suits marketplaces, subscription products, and any store whose buying path is not obvious.
Where to put it
- Homepage: near the top, with a clear thumbnail.
- Key product page: for products that need explaining.
- Ads: shorter cut-downs for social feeds.
- Email: a still image that links to the video.
Structure that works
Walk through the shopper path in order: find the product, see it, choose it, receive it. Give each step one scene, keep type large for phones, and end on the next click. For scripting help, see the script template, which adapts to any product.
Choosing a style
| Style | Good for | Watch out for |
|---|---|---|
| 2D animation | Marketplaces, consumer apps and ideas that need explaining | Needs a clear brand look to avoid feeling generic |
| Live action | Physical products where texture and use matter | Higher cost and harder to update |
| UGC-style | Paid social ads and creator-led offers | Label AI presenters clearly and keep claims honest |
The trade-offs are covered in animated explainer vs live action, 2D vs 3D and what is AI UGC video.
Length and sizes
Under a minute is a sensible target for a homepage. For ads, 15 to 30 second versions are common. Plan sizes up front: 16:9 for the website, 9:16 and 1:1 for social.
Common mistakes
- Explaining the company history instead of the buying path
- Tiny text that cannot be read on a phone
- No captions for muted viewers
- A video with no next step
Frequently asked questions
How long should an e-commerce explainer be?
Under a minute for a homepage or product page. Ads are usually 15 to 30 seconds.
Is animation or live action better for a store?
Animation suits ideas and buying flows. Live action suits physical products where look and feel matter. Many stores use both.
Can I get ads from the same video?
Yes. Plan the sizes at the start and ask for shorter cut-downs in 9:16 and 1:1.
Can you make one for my store?
Yes. See my page on e-commerce explainer videos.
See it in practice
Examples from my own portfolio. Tap a video to watch it.
