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Picture this: you’re shopping for a new skincare serum online. You scroll down to the product page and find a wall of glowing text reviews — short, sharp testimonials like “Works great! Saw results in two weeks.” That feels reassuring. But then you stumble on a video review where someone is holding the bottle, showing their before-and-after skin, and genuinely explaining how it worked for them. Suddenly, that product feels real.
This scenario captures the power of review formats in eCommerce. Text reviews and video reviews both serve the same purpose: they build trust, provide social proof, and nudge hesitant buyers toward checkout. But the way they achieve that goal is very different.
So, which format really converts better on Shopify stores? The answer is nuanced. Let’s dig into the psychology, benefits, drawbacks, and best use cases of text vs video reviews — and why a blended strategy often wins.
Human beings are social creatures. When we’re uncertain about a decision — especially when money is involved — we look for social proof. This is why reviews are one of the strongest conversion drivers in eCommerce.
But format matters. Text reviews appeal to our rational brain — quick, digestible, fact-driven. Video reviews appeal to our emotional brain — rich in tone, visuals, and authenticity.
This difference in psychology is why Shopify merchants should think carefully about which format aligns best with their audience and products.
Text reviews have been around since the early days of eCommerce, and for good reason: they’re easy, scalable, and effective.
Shoppers can glance through dozens of text reviews in minutes. If someone is in a hurry, they’re far more likely to read a couple of short lines than to sit through a three-minute video.
It’s easier to convince hundreds of customers to leave quick text feedback than to film themselves. That means stores can quickly build up review volume, which is a huge credibility signal. A product with 1,000+ reviews instantly feels safer than one with just 10.
This is where text reviews shine beyond just conversion. Every customer-generated word is unique, keyword-rich content. Search engines love it. A Shopify product page with hundreds of text reviews stands a better chance of ranking higher on Google, especially for long-tail queries like “best hydrating serum for dry skin.”
Text reviews are universally accessible. They can be translated automatically, skimmed with screen readers, and easily understood regardless of bandwidth or device.
Example: A Shopify store selling phone cases might get thousands of quick, positive text reviews like “Fits perfectly” or “Great quality.” That volume builds instant trust without overwhelming effort from customers.
Video reviews, though harder to collect, offer something that text can’t replicate: raw authenticity.
Shoppers can see the reviewer’s face, hear their voice, and watch their expressions. This instantly signals real human, real experience, making fakes much harder to pass off.
Text reviews can say “The blender works great,” but a video can show the blender crushing ice in seconds. This kind of proof is invaluable for categories like tech, beauty, fashion, or fitness.
Humans are wired to pay attention to moving images and voices. Video reviews often hold attention longer than text, leading to stronger emotional connections and memory recall.
Video reviews are repurposable assets. A merchant can take UGC (user-generated content) from customers and reuse it on TikTok, Instagram Reels, YouTube Shorts, or even as paid ads. This extends their value far beyond the Shopify store.
Example: A Shopify store selling hair straighteners might feature customer video reviews showing before-and-after results. Seeing the transformation on-screen does more to convince buyers than any text description ever could.
So, which actually converts better? Industry data paints a compelling picture.
That said, context matters.
Case studies from Shopify merchants back this up. Stores that integrate video reviews on top of text typically see not just higher conversions, but also higher average order values — because the added trust encourages bigger purchases.
Neither format is perfect.
Understanding these limitations helps Shopify merchants set realistic expectations when choosing which format to prioritize.
Different products and audiences demand different approaches.
In other words: text builds scale, video builds depth.
The real magic happens when Shopify merchants don’t choose between text and video — but blend them strategically.
Apps like Ryviu, Loox or Okendo make it easy to collect and display both formats seamlessly on Shopify stores. Some even allow merchants to feature video reviews in galleries or carousels for better visibility.
Example hybrid flow: A skincare brand might highlight a few customer video testimonials at the top, followed by hundreds of quick text reviews below. This way, new visitors get both the emotional “wow” factor and the rational “trusted by many” reassurance.
If you’re running a Shopify store, here’s how to maximize your review strategy:
These small tweaks can make a big difference in review effectiveness and overall conversion rates.
So, which converts better on Shopify stores: text reviews or video reviews?
But the truth is, you don’t have to choose. The most successful Shopify stores use both formats together. Text reviews build broad credibility, while video reviews provide that extra layer of trust that pushes hesitant buyers over the edge.
In today’s competitive eCommerce world, where customer trust is everything, blending text and video reviews isn’t just smart — it’s essential.
If you’re running a Shopify store, start simple: collect as many text reviews as possible, then slowly introduce video incentives. Over time, you’ll discover the sweet spot for your audience and products.
Because at the end of the day, the goal isn’t just to have reviews — it’s to have the right kind of reviews that actually convert.
