For a small store with more than a few products, making videos for every SKU feels unrealistic.
I am trying to build a simple priority list before spending time on filming or editing:
1. Bestsellers
2. Higher-margin products
3. Products that need a quick demo to make sense
4. Products getting questions or organic interest
5. New launches that need a clear hook
For those running a small store, what usually decides it for you: revenue, margin, product complexity, or paid-ad potential?
Hi @LeopoldX Your list is already solid. From what I’ve seen work for small stores, the deciding factor is usually a combination, but if I had to rank by weight:
1. Revenue/bestsellers first — always. A video on your top 5 SKUs impacts more sales than videos on 20 low-traffic products combined. This should be non-negotiable priority #1.
2. Product complexity beats margin. If a product genuinely confuses customers or has a “wait, how does this work?” moment, a video removes friction that no amount of copywriting can fix. This directly reduces returns and support questions too, which adds hidden ROI beyond just conversion.
3. Paid-ad potential matters if you’re running ads. Video creative for ad campaigns often has better ROI than a video sitting on a product page, since it’s actively driving cold traffic rather than just supporting warm visitors who already clicked through.
4. Margin is more of a tiebreaker than a primary driver — useful when two products are otherwise equal in revenue/complexity, pick the higher-margin one first.
So practically: revenue → complexity → ad potential → margin as the tiebreaker. Your “questions/organic interest” point is also underrated — that’s often a leading indicator that a product WILL become a bestseller if the friction is removed.
Hi @LeopoldX,
This is Vineet from Identixweb, a Shopify Development Agency.
Your priority list makes sense. For a small store, I’d usually start with products that already get traffic or sales but still need more explanation, because video can help remove hesitation where demand already exists.
My order would be: bestsellers, products with high page views but weak conversion, items that need a demo, and then higher-margin or ad-focused products. Revenue matters, but I’d also look at where video can solve a clear buying question rather than making one for every SKU.
Which products currently get the most views but the fewest add-to-carts?
I’d start with products where video can change the decision, not just products that look nice on camera.
My order would be: high-traffic/low-conversion products first, then bestsellers, then products that need a demo, then new launches you’re going to push with ads. Margin is a tiebreaker, not the main rule.
One caveat: don’t drop heavy autoplay video above the fold on product pages. Use a thumbnail or lazy-loaded embed, otherwise the “conversion asset” can quietly become a mobile speed problem.
I’d also prioritize products where customers usually have questions before buying. A short demo or explainer video can build trust much faster than images alone.
I’d probably go in this order: products with lots of traffic but low conversion rates, products that benefit from a quick demonstration, then bestsellers, and finally new launches you’re planning to promote.
One thing I’d keep an eye on is page performance. Videos are great for increasing engagement, but using lazy loading or click-to-play instead of autoplay helps keep mobile pages fast while still giving shoppers the information they need.
your list is solid but i’d add one that’s easy to overlook: products with high return rates. video sets realistic expectations on size, color, and texture way better than photos do, and reducing returns on those items pays for the video production pretty quickly.
the other angle is looking at which product pages have good traffic but low add-to-cart rates. those are the ones where people are interested but something isn’t clicking, and a quick demo video often bridges that gap. usually a faster win than filming your bestsellers which are already converting fine without it.