UGC for eCommerce: how to use real content to increase sales

If you have an eCommerce business, you probably already know how difficult it is to stand out among thousands of websites, products and social media ads. Digital users don’t just compare prices: they look for trust, authenticity and real proof before clicking “buy”. Broadly speaking, because if we went into detail, we could come up with a list of 50 things users look for when comparing…

That’s where UGC comes in: content created by real people who show a product naturally and without putting on a performance. And the best part is that it works: eCommerce businesses that use UGC videos on their pages or in their campaigns achieve more conversions.

Don’t believe us? Keep reading—we’ll explain how to improve your eCommerce conversion rate. And this isn’t growth hacking; it’s our experience working for dozens of eCommerce businesses.

UGC is content created by people—customers or creators—showing or recommending a product. It isn’t a traditional ad: it’s real, natural and credible content. Here’s more info: what is UGC.

Okay, yes. 99% of the time, the content is created by UGC creators. Unless you’re Nike or Apple, few users will create content altruistically, and even then, they wouldn’t send it to you for commercial use. So let’s face reality: nowadays, UGC is created through UGC platforms or UGC agencies like HICARI.

It could be a video showing how to use the product, a video review or a genuine reaction such as “I didn’t expect it to be this good”.

Here’s an example:

Why it works:

• Users trust recommendations from other consumers 90% more than traditional advertising
• Content featuring a human face increases CTR by more than 40% compared with studio ads.
• And UGC videos achieve up to 80% more watch time.

UGC isn’t just “for social media”. It’s a tool that can improve every stage of the funnel: from attracting users (organic social media) to converting them (social ads campaigns or video on the PDP) and building loyalty (remarketing).

How to improve an eCommerce PDP.

• PDP (Product Detail Page): the product page where the customer decides whether or not to buy.
• PLP (Product Listing Page): category or product listing pages (for example, “Sneaker category”, “Dog food listing”, “Creativity courses”).

Both are critical touchpoints in the customer journey, but in most eCommerce businesses… they’re boring: studio photos (at best), generic descriptions and zero emotion or personality. Because you can really tell when you visit a product page on a new eCommerce site and are pleasantly surprised by how well it’s been put together—the care in the descriptions, photos and videos… that extra attention helps people buy. UGC can completely change that.

According to Bazaarvoice, 82% of users who shop on eCommerce sites say that using UGC videos improves the conversion rate on product pages.

Why? It’s common sense—isn’t it better to hear someone tell you about it than look at a boring stock photo? But essentially, it’s because users see how the product is used in real life, what it looks like, how it sounds or how someone “like them” enjoys it.

1. Real-life use videos. The videos don't have to be short; they can be longer 1- or 2-minute videos if necessary, but they shouldn't be longer than 2–3 minutes either.
2. Carousels of vertical videos. Bring together several UGC clips that play automatically (without sound, please). This can be useful for showcasing several “customer” opinions or, for beauty or fashion, different people and profiles.
3. Video testimonials. “I've been using this serum for 3 months and my skin has never looked better.”
4. ‘Real Customers’ block. Show clips or reviews from real users (recorded or uploaded from social media).
5. Mini social badges. “Seen on TikTok” or “Recommended by customers”.

Pro tip: if you don't have real content, commission it from UGC creators. With HICARI, you can receive custom videos for your PDPs from €70/video or monthly plans from €350/month (3–6 videos), with an account manager and free strategic advice.

PLPs are the user's first impression when viewing your products. Here, UGC can help you stand out visually within seconds.

How to do it:

• Thumbnails or short videos on hover.
• Authentic photos of creators instead of renders or stock images.
• Avoid AI-generated photos; it's very noticeable that they're AI-generated, and they give an impression of low effort and a lack of personal connection.
• Use 5–15-second testimonial clips showing real-life use.

Example: a training-course brand that added UGC videos to its PLPs increased product CTR by 41% and reduced bounce rates by 25%.

Most brands try to get their customers to send videos, but fewer than 1% of customers create them in exchange for a product or money, resulting in a major waste of the brand's time. The solution: specialized UGC platforms such as HICARI.

At HICARI, you can sign up for free and access hundreds of real creators:

• Search for and select creators who align with your brand based on their sociodemographic profile.
• Support from an account manager.
• Centralized briefs, scripts and direct chat with the creator.

You receive your videos ready to use on social media, in campaigns or on product pages.

Tip: Use your UGC videos in both acquisition and remarketing campaigns. Retargeting ads with UGC double the CTR compared with traditional creatives.

• Loreal: they have a UGC creator programme in which they send free products in exchange for testimonials and videos.
• Blue Banana: they have a series of UGC creators who create content for them around the world while travelling. Travel and adventure content for the brand.
• Shein: they turn reviews into vertical clips for PDPs and TikTok Ads.
• MasterD: the training company works with the HICARI platform to create UGC videos for its social ads acquisition campaigns.

Another example of a UGC video made on HICARI for a brand:

Here are more examples of UGC videos and here are more examples of types of UGC content made on HICARI.

1. Start with 3–6 UGC videos/month: ideal for testing and having 1 piece of organic content on social media every week.
2. Iterate with different types of videos and different creators.
3. Create adapted versions (Reels, Shorts, Ads, PDP).
4. Document results and create your internal UGC playbook: creator, content type (testimonial, vlog…), duration, format, hook and KPIs such as: CTR, views, average watch time or conversion.
5. Integrate UGC into your Growth, CRO, email and CRM strategy.

Example of a perfect UGC video for social ad campaigns from one of HICARI’s clients:

UGC is not a trend, nor is it something you can dismiss by saying “it doesn’t work for me,” because that would be like saying SEO, Paid or email marketing doesn’t work for you. It is simply another communication format that users consume (videos). It is a massive conversion tool. Transform your social media, campaigns and, above all, your product pages, turning static pages into real experiences.

If you have an eCommerce business and still don’t use UGC videos, you’re leaving money on the table. With HICARI, you can receive authentic content tailored to your brand and optimised to increase sales — from just €70 per video to video packages that will save you even more per video.