5 Best Online Marketplaces for Ecommerce Video

Whether you’re an independent startup or an enterprise power player, if you sell a product, ecommerce video production is likely a pillar of your business strategy (and if it isn’t, it should be). According to Statista, worldwide retail ecommerce revenue is expected to reach $4.8 trillion in 2025, proving that online shopping is a massive destination for consumers — and you can meet their demands by expanding your presence into top online marketplaces.

The largest online marketplaces, like Amazon and Walmart, offer different media placements to help your brand and products stand out. Some even allow businesses to open dedicated digital storefronts to showcase an entire catalog. Since video is the most effective form of communication, you need to lean on product video placements that will bridge the gap between in-person and online shopping to create a unique brand experience while driving sales. 

Let’s dive into some of the biggest online marketplaces to pinpoint some of the unique ways you can specifically leverage video content to help your brand compete with some of the biggest retailers around.

Learn More: Social Media Video Ad Specs & Placements Guide

Top Online Marketplaces: Using Video To Stand Out

Videos can be integrated into multiple sections of an ecommerce marketplace, but the most common placement is on product detail pages. These videos can give potential customers a more tactile understanding of your product and its value propositions, driving curious browsers to become loyal customers.

These are the best online marketplaces you can leverage with video content:

1) Amazon

Amazon needs no introduction. As the number one ecommerce retailer in the country, they are the destination for online shopping today, and they have the statistics to prove it. In 2024, EMARKETER estimates that Amazon surpassed 40% ecommerce market share in the U.S. While no one can match Amazon’s extensive reach (for now, anyway), leveraging their marketplace will give you access to a wide range of consumers. 

Video Tiles

Amazon stores are composed of multiple rich media tiles that enhance the look and feel of your digital storefront. When a shopper clicks on a video tile, it will pop up on a different screen where they can play or pause the video, control the volume, or resize it to full screen.

Any video type can work as a tile, but we recommend product videos as they perform best on Amazon. Consider the ways video tiles can support your normal static product images. Consumers already know what your product looks like, so rather than showing off your sleek design, use video to demonstrate the product’s functionality or highlight features that are exclusive to the item.

Key Trend: Driving Amazon Sales with Video

Background Video Modules

Amazon “remodeled” stores in 2020, adding a background video module that lives on your Store’s homepage. These videos will auto-play (with sound off) and loop, adding engaging dynamism to the visual look of your Store. 

You’ll want to grab attention immediately by placing your video content at the top of the page so it appears before a user scrolls down. Keep your videos to five or six seconds, and be aware of when your video loops to ensure smooth transitions.

Product Detail Pages

Embed videos directly into your product detail pages to provide extra context into the features that make your offering unique. These product-focused videos will appear in the media carousel on the left-hand side of the details page.

You can also add video content under the “From the Manufacturer” section on the product details page. This is the perfect place to add lifestyle videos or brand sizzle reels. These types of videos can inspire relatability in your target audience, giving them not only an understanding of your brand but the community they’ll be a part of after purchase. 

Best Practice: It can be difficult to set yourself apart from competitors on Amazon PDPs because of its universal UI. Including both product and brand videos on your PDPs helps you differentiate and deliver your hallmark brand experience on the platform.

This video from YNM lives on their product detail page and uses a narrative to uniquely show the physical and emotional benefits of their weighted blanket. 

Learn more: 5 Best Ecommerce Product Videos to Boost Conversions

2) Walmart

Walmart touts itself as being the largest physical retailer in the world, and according to Statista, it has also become the second-largest ecommerce marketplace, trailing only Amazon. Through Walmart’s Seller Central portal, brands can customize their product detail pages with rich media integrations to enhance the customer experience. 

Walmart offers two main video placements on its marketplace:

Product Detail Pages

Adding a video to your product detail page can demonstrate the benefits of the product you’re selling in a hands-off way. These videos can live in two distinct places. 

The first is a link underneath your featured product image that will open in a new frame that can put a spotlight on unique features. The second is under the “About This Item” section at the bottom of the page where you can provide additional context about your product, like How-To videos showing customers your product in action.

Interactive Videos

Interactive videos enhance the customer experience by allowing buyers to interact with a product video. They will be prompted to click on different features to learn more about the product’s functionality and how it works. 

This is an eye-catching way to engage new and existing customers in a unique experience where they can have a tactile understanding of the benefits your product provides. Interactive videos are a great stand-in for the in-person shopping experience of checking out products on the shelves.

Best Practice: Nearly 60% of their total sales came from groceries in 2024, so if you’re selling a grocery product, your brand will benefit from having a big presence on the platform.

This example from COOLA showcases their suncare products with relatable talent that makes their video feel more authentic to their target audience.

3) The Home Depot

The Home Depot isn’t an online marketplace for every business — but if you sell home improvement products, their ecommerce platform might be the place to be. The Home Depot offers two main video placements on their platform:

Media Carousel

Product videos can be part of the media carousel consumers see when they first click through to your product page. When you click on a video, it will pop out into a new frame where you can see additional product videos and images. This is a great placement to give a 360-degree view of your product or highlight specific features with a product explainer video.

Product Highlights

The product highlights section is directly underneath the featured media carousel. This placement is a great way to draw attention to additional value propositions for your product. You can engage consumers with instructional videos that demonstrate how to install or use key features of the product. 

Best Practice: Because Home Depot customers have specific interests or projects in mind, you can be more granular in your creative approach to cater to their needs. Use talent in your videos that Home Depot’s core consumers can relate to, like homeowners who love DIY projects or home improvement professionals.

This high-gloss commercial from Palmolive uses voiceover and on-screen text to communicate key benefits consumers will receive from their product.

Need help making videos? See how our video production platform can help your business.

4) Wayfair

With over 22 million active users, Wayfair is one of the largest online-only retailers. Wayfair offers two main video placements on their platform:

Brand Pages

Wayfair allows sellers to create Brand pages where an entire product catalog can live. You can nestle video content within product listing tiles to call out your brand’s identity or core values through a lifestyle video or brand sizzle reel. You can also include a “Shop the Video” link that will allow customers to directly purchase the products featured in these videos. 

Product Detail Pages

You can add video content to the media carousel customers see when navigating to an individual product detail page. While this is a great way to showcase the unique features of your products, we recommend placing how-to videos here to show your product in action, bringing a bit of that in-person shopping experience to the digital sphere. 

Videos can also be added to the highlights section underneath the media carousel to provide even more content to contextualize the usefulness of your product.

Best Practice: If you’re a brick-and-mortar retailer, think of your brand page like a digital extension of your in-person showroom. Custom your video content to inspire the feeling you want your customers to have when they step foot into a physical location — whether it’s with a product focus video, a how-to, or branded content. Because of the variety of places you can add videos, you should experiment with different types and formats to see what works best for your audience. 

Testimonial videos, like this one from Casper, are a great way to demonstrate the benefits of your product and inspire relatability by leaning on real life customers and their personal experiences to drive the narrative.

5) Etsy

Etsy had $2.7 billion in revenue in 2023 — up drastically from $818K in 2019. If you have a creative business and want a slice of those profits, you need to leverage this online marketplace for the creatively inclined. Larger enterprise organizations may not find Etsy to be the right fit for their offerings, but if you are a small business with bespoke products, you can find a lot of success engaging Etsy’s base of active customers. 

Etsy offers two main video placements on its platform:

Shop Videos

The About section in your Etsy Shop tells potential customers everything they need to know about your business, your products, and your creative process. You can support your organizational story with shop videos that allow potential buyers to put a face to the brand name, inspiring confidence and giving them a richer understanding of your company’s identity and values.

Product Listings

Listing videos give potential buyers an extra layer of tactile understanding about your product before making a purchase. These videos will appear beneath your static images on a product detail page. Etsy says that the best listing videos are those that show your product in use or address common questions associated with the item.

Best Practice: Etsy is a platform for artisans and those who love them, so use listing videos to highlight the creative details of your products. As Etsy states, “A driving force for many consumers buying handmade products is a respect and appreciation for the creative process.” Combined with relatable talent, you can make engaging videos that resonate with the site’s unique consumer base. 

Commercials like this one from Bird are perfect for shop videos because they show off their new product while using narrative storytelling to position themselves as a family-friendly brand.

Online Marketplaces & Ecommerce Retail Video Placements: The Takeaway

It may seem obvious now, but it bears repeating: ecommerce is the future of retail sales. Over the last five years, we’ve seen substantial and sustained growth in ecommerce — including sub-markets like video and social commerce. 

If you want to boost your reach and maximize your potential to find new customers, you must have a dynamic and holistic ecommerce presence. But you can’t just list your items and call it a day. By leveraging the engaging power of video, you can bridge the gap between online and in-person shopping, giving consumers a positive cross-channel experience they can associate with your brand. 

Learn more: 5 Best Ecommerce Product Videos To Boost Conversions