Mastering Video-First PDP Optimization
Your weekly strategic guide to winning in Southeast Asian eCommerce | June 8, 2025
Welcome Back, eCommerce Innovators! 👋
This week, we're excited to share an exclusive deep-dive from our team at Commerceplus. After quite an extensive test among the brands and eCommerce stores we are managing across Southeast Asia, we want to share the impact of video-first optimization on Shopee and Lazada. The results? Mind-blowing conversion improvements that are reshaping how we approach marketplace success.
Main Feature: Mastering Video-First Optimization
A Commerceplus Guide to Shopee & Lazada Success
The Game-Changing Discovery
Three months ago, our team conducted an intensive A/B test across 25 Fashion, beauty and electronic brands on both Shopee and Lazada. The results stood out and help us prioritize our approach to marketplace optimization.
Before vs. After Video Optimization
Before Video Optimization
• Average page views: 1,200/month
• Add-to-cart rate: 2.3%
• Conversion rate: 0.8%
• Time on page: 45 seconds
After Video Optimization
• Average page views: 1,850/month (+54%)
• Add-to-cart rate: 7.8% (+239%)
• Conversion rate: 2.9% (+262%)
• Time on page: 2m 34s (+242%)
Why Video Became Our #1 Priority
The landscape has dramatically shifted in 2025. Video isn't just an enhancement anymore—it's the primary conversion driver. Our analysis of 20 client accounts revealed that PDPs with optimized videos consistently outperform traditional image-only listings across all key metrics.
Key Insight: This isn't another generic optimization guide—it's a compilation of real strategies, actual metrics, and hard-earned insights from campaigns that have consistently delivered measurable results.
The Competitive Advantage in 2025
While competitors focus on price wars and basic optimizations, video-first sellers are capturing disproportionate market share. Our data from 30+ managed brands shows that early video adopters are experiencing sustained growth even in highly competitive categories.
Read the Complete Guide on our Commerceplus Blog
Tactical Tip of the Week: Quick Video Optimization Wins
Immediate Action Items for Your Products
Mobile-First Optimization
Keep videos under 60 seconds for mobile viewers
Use vertical (9:16) or square (1:1) formats
Add captions for sound-off viewing
Ensure clear visuals in first 3 seconds
Engagement Tactics
Show product in use within first 5 seconds
Include size comparisons and close-ups
Demonstrate key features and benefits
End with clear call-to-action
Platform Innovation Spotlight
Industry Pulse: The Video-First Revolution
Southeast Asia's eCommerce landscape is experiencing a fundamental shift toward video-first experiences. Major platforms are prioritizing video content in their algorithms, with Shopee reporting that listings with videos receive 3x more engagement than image-only listings.
"Video content is no longer optional—it's becoming essential for marketplace success and competitive differentiation in 2025."Video Performance Corner
Quick Bytes
Video Commerce Growth: Southeast Asia's video commerce market is projected to reach $42 billion by 2025, representing 35% of total social commerce volume.
Platform Update: Shopee has introduced AI-powered video thumbnails that automatically select the most engaging frame from uploaded videos.
Mobile Dominance: 85% of video views on Southeast Asian marketplaces now occur on mobile devices, up from 72% in 2024.
Cost-Effective Tools: New smartphone apps are enabling sellers to create professional-quality product videos at under $50 per video.
Read the Complete Video-First Guide
⚙️ Optimisation Corner – 5‑Step Playbook for Performance Merchandising
Keyword Clean‑Up: Cull low‑converting terms; re‑cluster by purchase intent.
UGC First: Slot a 6‑sec vertical review video and a before‑after image in your product thumbnail images.
Bundle and Add On Logic: Create Bundles or Add On deals to increase the length of your PDP real estate before it moves on to show similar competitor products.
AI Copy Tweak: Run Shopee or third‑party generators to A/B test headline angles.
Review Refresh: Pin latest 5‑star review weekly to maintain freshness signal.
💬 Personal Insights from Stan
“Ad spend alone isn’t winning the algorithm any more. The brands pulling ahead are those treating each listing as a self‑contained funnel – content, social proof, offer and support all in one place. That’s performance merchandising, and it’s where Commerceplus helps clients unlock outsized ROI.”
Keep testing, keep optimising, and see you next Sunday