Italian ecommerce has two features that change the kind of video you need: a still meaningful share of cash on delivery in some categories, and a return rate that hits fashion and footwear hardest.
What the video has to show
Cash on delivery and returns share a cause: uncertainty. The customer is not sure what will arrive. A video that reduces that uncertainty reduces both problems.
- Real size. The product next to a familiar object, not on a white background.
- Material and finish. Hands touching it say more than any description.
- Real use. The product working, in the situation where it will be used.
- What is in the box. People who fear surprises buy less.
The formats that convert
| Format | What it shows |
|---|---|
| 1. Unboxing with context | Not simply tearing off packaging. |
| 2. Before and after | Where the result is visible in seconds. |
| 3. Three reasons I bought it | With the price said out loud. |
| 4. Answering an objection | The most underrated format: it takes a real question from the comments and settles it. |
Where Italian brands get it wrong
They treat UGC as a product photo that moves. The result is a clean video nobody watches to the end. The value of the format is that it feels like a person's recommendation, not an animated spec sheet.
How many videos you need
For a product page, one or two. For paid campaigns, at least six variants of the same product, because the hook wears out quickly and the rest of the video does not.
Keep reading
- UGC for Beauty and Skincare Brands in Italy
- UGC for Fashion Brands in Italy
- UGC for Finance and Insurance in Italy
- UGC Creators in Rome
- The complete UGC guide for Italy
Find creators for your store →
Frequently asked questions
Does video reduce returns?
Yes, when it shows real size and material.
How many variants for ads?
At least six per product.
Should the price be shown?
In low price categories it helps a lot.
With or without a face?
With a face for trust, without for demonstration.
