Behind The Tool: Claudiu From Videowise

Tell us a little bit about Videowise. What’s the core idea behind it?

Videowise is an e-commerce video platform that’s transforming how brands and retailers connect with shoppers through interactive, shoppable video to boost conversions and drive revenue. Our AI-driven video platform enables businesses to showcase product value, demonstrate social proof, and create a more engaging, impactful shopping experience.

Was there a specific moment when you realized this was a problem you had to solve?

In 2020, as the world shifted online during the pandemic, I noticed something powerful: TikTok and short-form video content were exploding, but e-commerce brands had no real way to bring that video experience onto their websites without sacrificing speed or UX. That disconnect between consumer behavior and shopping experiences lit a fire in me. I knew there had to be a better way, and that became the seed for Videowise.

What’s one common mistake you see brands making when it comes to on-site video?

Most brands underestimate how much revenue they’re leaving on the table by not using on-site video the right way. They assume it’s just for engagement or aesthetics — but video, when done right, drives serious conversions. That’s why Videowise includes built-in A/B testing. We let the data do the talking, and the results usually surprise even the most seasoned marketers.

How did your background prepare you for building a solution like this?

My background is in product design, so I’ve always been obsessed with user experience — especially how design can influence behavior. For me, the connection was clear: a better shopping experience leads to higher conversions. When I saw how poorly integrated video was in e-commerce, it felt like a design problem at its core, and I knew I could solve it in a way that actually drove impact.

When customers first use Videowise, what feature usually gets them hooked?

The conversion uplift, all the time. On average, brands see a 10–35% increase in conversions within the first few weeks. But what really hooks them is how easy it is to set everything up — the integration is seamless, and the ROI speaks for itself.

There are a lot of video tools out there. What makes Videowise different?

Most video apps on Shopify are just point solutions. Videowise is a full video commerce platform. We don’t just help brands add shoppable video — we power their entire video infrastructure: UGC curation, live shopping, media asset management, video analytics, AI video, and more. And we do it with unmatched performance, UX, and customization.
We’re not just checking boxes — we’re redefining what’s possible with video in e-commerce.

What’s a shift in the e-commerce world you think brands aren’t paying enough attention to?

Live shopping. It’s already transforming e-commerce in Asia, and it’s just starting to take hold in the U.S. It’s not just a trend — it’s a new sales channel. It creates a direct, immersive connection between brand and consumer that converts in real time. The brands that lean in now will be the ones leading in the next 2–3 years.

Building a company comes with a lot of hard lessons. What’s one that really stuck with you?

Hire slow, fire fast. Early on, I made the mistake of keeping people around longer than I should have, out of optimism, loyalty, or fear of confrontation. But every day you spend with the wrong person on your team costs you time, momentum, and culture.
Now I focus on hiring for mindset and alignment, not just skillset. It’s one of the toughest but most necessary lessons in building a startup.

If you could go back to Day 1 of building Videowise, is there anything you’d do differently?

I would be more active on social media. It's something I'm still learning to do — share more of my journey and the results that Videowise provides.

Finally, what's the best piece of advice you've ever received?

One of my good friends and mentors told me this: “When you think you’re high, you’re not that high. When you think you’re low, you’re not that low.” It’s a grounding principle that helps me stay level-headed through the rollercoaster of startup life. Celebrate the wins, learn from the losses, but never let either define you.

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