The Demise of Video in E-commerce: Is It Dead for PDP?

Exploring the Future of On-Model Video for E-commerce

As e-commerce continues to evolve, the role of on-model video content for product detail pages (PDP) is in severe decline. This article explores the current state of on-model video for e-commerce, exploring its viability and future trajectory.

Amidst the changing tides of e-commerce, a critical question arises: Is on-model video fading from PDP? My recent deep dive into this topic began with a technical analysis, examining PDP content from Fashion/Apparel brands across the EU and USA.

I set out to assess

- Brands with consistent colour representation from stills to video.

- Evaluating the quality of the video content style, creative direction and edits.

- Assessing the overall on-model video PDP customer experience.

Focusing on women's dresses, which have historically been rich in video content, revealed a concerning trend: on-model video at the PDP level appears to be disappearing.

“ I found 80% of brands I looked at did not offer video at PDP. ”

Does this resonate with your experiences?

Despite the recent surge in video usage, driven by platforms like TikTok and the post-pandemic digital shift on-model PDP video faces challenges. While video creation has become more accessible, vastly cheaper to produce. with advances in LED lighting and cheap hardware, brands appear hesitant to fully embrace it at the PDP level.

The COVID-19 shopping surge, which forced brands to hyper focus on digital and create engagement in customer experience e-commerce, has now yielded to economic downturns and shifting brand behaviours. Budget constraints now pose a significant challenge for studios, making it difficult to justify the ROI of on-model video costs.

To provide further insights into this I've compiled a brief video showcasing various brand offerings. This unedited video PDP content shows some brands who still deliver video PDP content.

Can the ROI for video content be proven?

A significant factor in removing video PDP is the challenge of proving that any investment or additional time in content creation leads to increased purchases, fewer returns, and an enhanced customer experience. A good workflow tool will help with the asset creation but it is only solid data that can unlock budgets.

Are current Video PDP offerings dated?

The content creative direction has hardly changed for PDP video in the past 10 years; models walk on or off, or do a 360° turn with perhaps some minor camera movement.

When shot with mostly a Front/Top light, does this really add value? Does it show fabric and detail in an engaging way? Is it too expensive to create video content that enhances the customer experience?

Yet, video remains a dominant factor in the way we all engage.

GenZ have shown the incredible ability for Video to bring sales growth, TikTok Shop is an excellent example of this. Of course, its not just the medium, but the content itself, engaging, personal, community driven approach wins out. But is there a brand out there who knows how to bring this to a PDP experience? Who can capture the magic that TikTok has introduced to ecommerce?

As we navigate this landscape, I'm intrigued: Are you moving away from on-model video as viable content for PDP, or doubling down on this content? Is overlooking video a missed opportunity, especially considering its popularity among Gen Z?

Summary :

The future of on-model video for e-commerce is uncertain. While challenges persist, opportunities abound for brands willing to innovate and adapt. Explore our specific linkedin article for additional insights from industry experts.

We welcome you to join the conversation.

If you're grappling with technical difficulties or seeking content creation direction, reach out to us. With Studio Workflow, let's navigate the evolving world of e-commerce together.