There’s an old storytelling rule: Show, don’t tell. Product demos put that rule to work for ecommerce. By letting shoppers watch (and even interact with) your product in action, you build trust and prove value faster than any description.
Product demos are presentations that showcase how a product works, including core features and use cases, to help shoppers determine whether it’s worth buying. They’re necessary throughout the customer journey: According to a 2024 survey conducted by video explainer company Wyzowl, 87% of people have been convinced to buy a product or service by watching a video.
This guide explains what product demos are, their importance for ecommerce, and how to create them, so you can effectively showcase your products to online shoppers.
What are product demos?
Product demos are on-screen or live presentations that let potential buyers experience a product’s capabilities, key features, and benefits before they make a purchase. Demos can be in the form of guided videos, interactive walkthroughs, or real-time demonstrations that prove value on the spot.
Beyond boosting sales, effective demos educate shoppers, answer common questions, and build brand awareness by showing exactly how (and why) the product solves a problem.
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Product demo vs. sales demo
Product demos show key features, benefits, and real-world use cases of the products, so shoppers can judge fit on their own terms. They’re usually short, visual, and aimed at a broad audience early in the buying journey. You’ll typically see product demo videos on product pages and companies’ social media accounts. For example, the art supply store Mont Marte created a product video to show off the features of its oil brush, like how you can use it to blend and layer paint.
A sales demo, on the other hand, is usually a longer, live walkthrough for an individual prospect that digs into pricing, setup, and personalized use cases. For example, 3D printing company Glowforge invites interested buyers to a YouTube live session to demonstrate use cases of its product.
How do product demos help ecommerce businesses?
- Bridge the gap between digital and tangible
- Elevate online engagement and trust
- Create an immersive virtual experience
Here’s how a well-crafted product demo can improve the customer experience and support ecommerce growth:
Bridge the gap between digital and tangible
Online shoppers can’t touch, taste, or test your product. But a clear demo lets them see texture, scale, and function in real time. By turning abstract specs into concrete proof, you reduce uncertainty and nudge browsers toward Add to Cart.
For example, instead of just mentioning that a product has “over 12 hours of battery life,” showing a time-lapse video of the device still running after 12 hours of usage can have more impact.
Elevate online engagement and trust
Short, snackable demos help stop the scroll and keep visitors on your product page longer. Showing the product in action also gives customers a better view of the product, which can make them feel more confident to make a purchase.
Create an immersive virtual experience
Interactive formats like 360-degree views, walkthroughs, or augmented reality try-ons personalize the demo, letting customers picture the item in their own lives. This helps build an emotional connection and make your brand memorable long after they leave your website.
What is the role of product demos?
Well-executed product demos can be a boon to your brand. Here’s how:
Show off your product
A product video can be a memorable way to show off your product’s features. Let’s say you’ve engineered an unbreakable teapot. Instead of telling people that through text, a video of the teapot surviving a fall from a rooftop could catch a viewer’s attention and demonstrate your product’s strength.
Educate potential customers
An interactive demo can teach potential customers how to use your product or what makes it special. A video can help call attention to subtle details that set your product apart. Educational product demos are particularly important for businesses in emerging product categories.
Sugardoh sells supplies for sugaring, a lesser-known hair-removal technique. Its website features a “Sugaring School” page with YouTube Shorts alongside FAQs.
For these types of videos, consider how you can make them both educational and engaging. “I think the best education is education that people don’t know that they’re actually learning from it,” Sugardoh founder Aliyah Marandiz says on an episode of the Shopify Masters podcast. “They’re watching a video because they’re sucked into the satisfying element, or they’re sucked into the noises, the ASMR element, and then at the end of the video, they’re like, ‘Wait, what? I just learned how to sugar.’”
Support current customers
Demo videos can also supply useful information to consumers who have already purchased your product. Videos for current or new customers could include setup tutorials or segments that address customer pain points and explain how to overcome them.
Boost brand awareness
A successful demo video might reach a wide audience on social media platforms, which can help attract new followers and increase brand recognition. This was the case for Marcus Milione, CEO and founder of the activewear brand Minted New York.
On TikTok, Marcus posts “pack and ship” and “how it’s made” videos, which have become a major source of traffic for his business. “Bringing your customer along on the journey helps them buy into the product even more because they are part of that entire process,” Marcus says on an episode of the Shopify Masters podcast.
Ways to create product demo videos
Choosing how to create product demos depends on your budget, skill set, and timeline. Here are pros and cons of each option:
Outsource
You can outsource your entire video project (from script writing to final cut) to an agency or seasoned freelancers. This can result in high-quality, studio-grade videos—but they come at a premium price.
Pros
- High-quality, professional videos can raise the perceived value of your products.
- You save time since the team of experts handles the entire project.
- Your videos will benefit from specialized videography gear (e.g., dollies, macro lenses, motion graphics) without needing to buy or learn to use it.
Cons
- Videography professionals charge premium rates.
- There can be longer timelines—booking, approvals, and reshoots extend delivery time.
- There is less day-to-day control over brand voice unless guidelines are crystal clear.
AI-powered product demo video maker
AI video generators can assemble video clips, voice-overs, and captions automatically from your media assets or text prompts. They’re ideal for quick, low-cost short videos, but still need a human polish.
Pros
- AI can produce short demos or screen walkthroughs in minutes.
- Videos cost much less than full video production. Many AI tools offer freemium or pay-as-you-go plans.
- AI can translate text or voice-overs for multiple markets.
Cons:
- Output can look generic or “robotic” without manual edits.
- You are limiting yourself to the templates and motion styles the platform supports.
- There are possible intellectual property or privacy concerns when uploading proprietary footage.
DIY
With a smartphone, a ring light, and basic editing software, you can film in-house and showcase authentic behind-the-scenes videos. This route is budget-friendly but comes with a learning curve.
Pros:
- You retain full creative control—you can ensure tone, pacing, and styling stay on brand.
- One-time gear investment will pay off across dozens of videos.
- Founder-led or behind-the-scenes formats can build authenticity and community.
Cons:
- Scripting, shooting, and editing videos take significant time, especially for beginners.
- Amateur visuals (shaky footage or echoey sound) can hurt credibility.
How to create a product demo video: 7 steps
- Define your audience and goals
- Choose platforms and video length
- Write a script and shot list
- Decide on a budget
- Set up your shoot
- Shoot and edit
- Publish and promote
In a few simple steps, you can create a great demo:
1. Define your audience and goals
What do you hope to achieve with your video? Ask yourself who you want to reach, what you want them to learn, and how this video fits into your overall marketing strategy. This will help you decide what to include in your video.
For example, if your target audience is existing customers, focus less on selling points and more on a quick product tour or tutorial that highlights overlooked features. End the video with a clear call to action such as “Show us how you use the product.”
2. Choose platforms and video length
Your video format is one factor to consider when picking the right platform. For instance, TikTok, Instagram Reels, and YouTube Shorts are ideal for short, vertical video clips of less than 60 to 90 seconds. Long-form product demos work better on platforms like Facebook, YouTube, and Vimeo.
Consider viewer intent when deciding the demo video length. For example, if you want to grab your audience’s attention fast on social media, short videos work best. But allow extra runtime on product pages for deeper feature walkthroughs or side-by-side comparisons.
3. Write a script and shot list
The last thing you want is to plan a video production, shoot your content, and start editing, only to come to realize that you’re missing a key shot. Before you start recording:
- Write a script. Outline your product demo video like a mini story: hook (problem), reveal (solution), proof (close-up feature shots), and call to action. Knowing key concepts in advance helps determine which shots you need, so you can stay productive on production day.
- Create a shot list. Break your narrative into a shot list, including the camera angle, action, and duration for each clip. With one, filming stays efficient and every frame serves a purpose.
Consider where you plan to publish the video and be sure to follow the best practices for that platform. For example, if you plan to publish an Instagram Reel, then you may write a shorter script so that the final video fits within Instagram’s 90-second time limit.
Not all demos are live-action videos; you can use screen recordings, animations, and even static images in effective demo videos. Incorporate these into your shot list to cover all bases.
4. Decide on a budget
Although a product demo can help generate sales, setting a budget in advance gives you the best chance at producing a video that gets a return on your investment.
Break out your estimated costs into two categories:
- Must-haves. This includes talent, gear rental, editing software, and location fees.
- Nice-to-haves. This includes motion graphics and pro voice-overs.
Assign ballpark costs, then add a 10% to 15% contingency for reshoots or rush edits. Confirm you’re not overspending on the production.
5. Set up your shoot
Now’s the time to put your product in the spotlight. On shoot day, arrange product props in the order of your shot list so you can move through takes quickly and keep visual continuity.
Create a clutter-free backdrop that matches brand colors and ensure these core elements of videography:
- Lighting. Opt for soft, diffusing lighting that faces the main object (your product). Natural lighting is best—it won’t distort what your product looks like on screen.
- Sound. Shoot in a quiet room and use a good quality external mic.
- Stability. Use a tripod or gimbal to remove any shaking.
6. Shoot and edit
Once you’ve got your raw footage, work with freelance videographers or use an AI-assisted video editor to turn it into a great demo. Pay attention to things like:
- Captions. Most people watch videos with the sound off. Subtitles also help with accessibility—people can read your voice-over, rather than listen to it.
- Focus. Is the product in the center of the screen? For smaller screens (such as mobile devices), you might need to zoom in to let prospective customers see the product in detail.
- Fluff. Viewers decide whether to continue watching a video within the first 1.7 seconds. Cut any throat-clearing at the start of your footage, and experiment with B-roll to keep the visuals interesting early on.
If you’re working with freelancers, offer them clear direction during the shooting and editing process. Share your brand guidelines and include even small details about the fonts, color palettes, and tone of voice you use in marketing materials. This can help ensure the video demonstration matches your brand’s aesthetic.
7. Publish and promote
You can publish product demonstration videos on social media platforms including YouTube, Instagram, and TikTok, or host them on video hosting platforms such as Brightcove or Vimeo.
Once the product demo video is live, feature it in your marketing campaigns to maximize its mileage. For example, you could:
- Embed the a video on a landing page
- Repost shorter clips on social media
- Link to it in marketing emails
- Share it with your sales team
Best product demonstration video examples
Check out these product demo examples to get inspired to create your own:
Dyson Airwrap
The Dyson Airwrap is a huge innovation on the traditional hair dryer. Consumers who aren’t used to the smart wrapping technology or barrel switches might delay their purchase because they’re unsure how it works. Dyson’s product demo solves those anxieties.
In the product tutorial video, viewers learn how to use the Dyson Airwrap for hair curling and smoothing. Split-screen close-ups show there’s no extreme heat, while on-screen text calls out key specs just as the viewer sees them in action. The result: an easy-to-follow product story that combines Dyson’s engineering expertise with quality visuals.
Dieux
Skin care brand Dieux created a short demo video to promote the launch of a new product, Barrier Blanket—a restorative face balm. A narrator explains how Barrier Blanket works and details the history of similar products. The video depicts the lab that makes the product, the packaging, and how to apply the product.
The scientific and historical references build credibility, positioning Dieux as a smart, intentional company. The video keeps things relatable by using casual video production quality—no tripods, studios, or professional cameras.
Even though there isn’t a sales rep in sight and the video mentions the product comes free with purchases over $40, it’s effectively aiding the sales process by building hype for Barrier Blanket’s launch.
GoPro HERO12 Black
Not all product demos have to be short, snappy clips. This example from GoPro, which sells action cameras, is nearly 10 minutes long. It uses each second to show recordings of cliff dives, mountain bike descents, and slow-motion surf shots—all of which came from the GoPro HERO12 Black.
The on-screen spec callouts pop up right when the footage tests the camera’s limits, turning exciting visuals into proof of its performance. It’s a great example of letting the product speak for itself.
Minted New York
Minted New York tells the personal story behind one of its products (a graphic hoodie) in a casual Instagram video. Rather than focus on core features, Minted appeals to customers’ emotions by telling the story of the brand’s humble origins. By attaching the hoodie to the beginnings of the company, this video adds a layer of meaning to the garment.
KitchenAid
KitchenAid’s demo uses overhead shots and close-up angles to show the stand mixer in action. With each attachment change, there is a caption explaining the speed setting and accessory name, which helps ease any concerns around how easy the product is to use.
Luxy Hair
A simple video from Luxy Hair uses a live-action model to provide instruction. It uses voice-over to explain how the product features work and why they’re desirable without remarketing the item to viewers. New and current customers could watch this video to learn how to get the most out of their purchases.
Product demo FAQ
What is a product demo?
A product demo is a presentation that shows customers how a product works. It can take many forms—prerecorded footage, live demos, or interactive physical demonstrations—both to convert customers online and in-store.
Why is a product demo video important?
Product demo videos are a chance to show off your product’s best features. A well-executed demo can help customers understand the value of your product and imagine how it could fit into their lives. Demonstration videos can also increase customer satisfaction by walking new users through any difficult setup steps or potential pain points.
How do you make a product demo video?
Product demo videos can be anything from simple smartphone videos to elaborate studio productions with professional lighting and a camera operator. To make a demo video, start by deciding what you want to say about your product. Write a script that supports that message, then shoot and edit a short video that showcases your product.
Do product demo videos work?
Videos are a powerful way to show consumers your product’s benefits. Demo videos can increase brand awareness, promote consumer education, and help speed up the decision-making process for customers.
