Within just three weeks of deploying AI Video campaigns for the Mom & Baby category on Shopee, Ecomobi achieved an average conversion rate (CVR) of 7 – 10% and generated GMV worth approximately 20 times the production cost. These results reveal a new growth opportunity for Mom & Baby brands: scaling content faster, testing more creative concepts, and optimizing operational costs through AI-powered video production.
The Challenge: Traditional video production is limiting growth for Mom & Baby SME Brands
The Mom & Baby category continues to be one of the most stable and sustainable growth sectors across e-commerce platforms. Shopee remains the market leader with a 61% market share and a 14% increase in sales. Meanwhile, TikTok Shop is the fastest-growing platform, recording 135% growth and expanding its market share by an additional 14% (Metric VN, 2025).
What makes this growth particularly noteworthy is the behavior behind it. Mom & Baby shoppers do not simply visit marketplaces to make purchases. They watch reviews, compare products, seek parenting advice, and research the most suitable solutions for their children. Video commerce now serves a dual role: it is both a sales channel and a trust-building channel.
Brands that maintain broad video coverage across their product catalogs can appear throughout both customer journeys. In contrast, brands with insufficient video content become virtually invisible, even when they offer high-quality products.
Mom & Baby shoppers are among the most demanding consumer groups. Before purchasing products related to their children, they want to see real demonstrations, product safety highlights, and validation from actual users.
In today’s market, video content is no longer a competitive advantage, it is the minimum requirement for visibility in the purchase journey.
The strategy has also evolved. Rather than relying on a few highly produced viral videos, brands now need to continuously create dozens or even hundreds of creative assets every week to maintain sales performance.
This challenge is especially difficult for the Mom & Baby industry
Unlike categories that focus on a few flagship products, Mom & Baby brands often manage large catalogs with products tailored to different age groups, skin conditions, nutritional needs, and developmental stages. Each product group requires unique hooks, customer insights, calls-to-action, and content angles.
As a result, content production demand in the Mom & Baby industry is significantly higher than in most e-commerce categories.
For SME brands with limited budgets, this becomes a major operational bottleneck. The issue is not a lack of products to sell, it is the cost and speed required to produce enough content to keep pace with platform algorithms and consumer demand.
- Working with KOCs also introduces hidden costs beyond booking fees, including missed deadlines, inconsistent video quality, multiple revision rounds, and reshoots when content fails to meet expectations.
- Product sampling costs are another major challenge. Producing 500 UGC videos often means sending out 500 product samples, along with shipping expenses, operational management costs, and product loss. In reality, the total cost of video commerce is far higher than the initial creator booking fee.
As a result, most brands can only afford to produce content for a small number of hero products, while the rest of the catalog depends almost entirely on organic traffic.
This is why AI Video is emerging as a competitive operational advantage rather than simply another technology trend.
How AI Video impacts Brands?
Measurable operational improvements
The Mom & Baby industry requires a significantly larger volume of content than most product categories. A single brand may need videos for dozens or even hundreds of SKUs targeting different age groups and consumer pain points.
AI Video reduces production time from several days to just a few minutes. Compared to in-house production, which may take an entire day, or agency outsourcing that often requires two to four weeks, AI dramatically accelerates the workflow.
Tasks traditionally handled by scriptwriters, videographers, and editors can now be completed by a single operator.
With the same monthly budget, brands can create video content for their entire product catalog without being constrained by the number of SKUs.
Unlocking external advertising channels
Many brands and sellers previously avoided running video ads on Facebook, Instagram, and TikTok, not because they lacked interest, but because production costs and timelines made the approach impractical.
AI Video changes this dynamic. Brands can move from being entirely dependent on marketplace traffic to actively driving external traffic within a very short timeframe.
Low-Cost Creative Testing at Scale
These videos are not designed around expensive viral production strategies. Instead, their primary purpose is to provide full catalog coverage and enable low-cost creative testing. Brands can then allocate KOC budgets toward the content variations that demonstrate the highest performance.
Rather than being limited to a handful of videos each month, brands can now test multiple hooks, experiment with different CTAs, scale various content angles, continuously refresh creatives, and showcase products from multiple perspectives.
With AI Video, SME brands can adopt the same data-driven approach used by larger advertisers: test quickly, optimize based on real performance data, and eliminate guesswork.
Read more:
- The Rise of Social Commerce: What Big Brands Can Learn from Livestream Success Stories?
- Case Study: How Ecomobi’s UGC strategy generated 700M GMV for 3CE
The Solution: Ecomobi AI Video
Unlike most AI video tools on the market, Ecomobi develops its entire technology stack in-house, without relying on third-party providers.
The platform was built from the ground up with one specific goal: creating videos that drive sales in Southeast Asia’s commerce ecosystem.
Implementation Process
- Product Input: Product URL, SKU images, or a simple product brief.
- AI Script & Video Creation: AI generates scripts and produces videos based on product information and specific prompts. Videos are uploaded through Shopee Creator accounts with Shopee product links attached.
- Review & Publishing: The Ecomobi team reviews content quality and distributes videos to the appropriate channels and audience segments.
Why is Ecomobi AI video different?
Not every AI-generated video drives sales.
AI Video only works when it is built on the right data, optimized for the right platform, and aligned with actual shopping behavior. Ecomobi’s AI videos are specifically designed to feel authentic and natural, avoiding the generic, overly artificial style commonly associated with AI-generated content.
This is what sets Ecomobi apart from conventional AI video tools.
Social Commerce & KOC Data Advantage
Ecomobi is one of Southeast Asia’s largest affiliate networks, managing extensive KOC performance data, including videos, hooks, scripts, and consumer purchasing behaviors across multiple categories, including deep specialization in the Mom & Baby industry.
This rich dataset enables the AI not only to create videos faster, but also to understand which formats retain viewers, which hooks increase click-through rates, and which content structures improve conversions.
While many AI video platforms focus on producing visually appealing videos, Ecomobi optimizes AI Video based on proven sales-driving patterns. The goal is not simply to create beautiful content, it is to create content that sells.
Proprietary Technology Foundation
Backed by strong technology capabilities and a long-term vision, Ecomobi was among the early innovators integrating AI into social commerce workflows through Passio AI, a solution that enables automated AI livestreaming and AI-powered video production from scripts.
By owning its core technology, Ecomobi can directly connect AI Video with affiliate performance data such as clicks, CVR, and GMV. This allows continuous optimization of scripts and video formats based on real business outcomes.
As a result, the generated content not only feels more like authentic UGC but also aligns more closely with consumer behavior across social commerce platforms.
Results: Mom & Baby Became the Top-Performing Pilot Category
Traditional video production typically costs between VND 500,000 and VND 10,000,000+ per video, depending on production complexity, while requiring 3 – 7 days to complete.
In contrast, Ecomobi AI Video produces high-quality content within minutes, achieving average CVRs of 7–10% and generating approximately 20x GMV relative to production cost.
Executive Summary
- Average CVR: 7 – 10%
- GMV Multiple: ~20x
Note: GMV Multiple = GMV ÷ Video Production Cost (excluding advertising spend, product costs, and platform fees). This metric measures content efficiency rather than net profit. Performance is expected to improve further over time as GMV per video increases and production costs decrease through scale.
Ecomobi offers pilot packages with a smaller number of videos, allowing brands and sellers to evaluate ROI before scaling. Contact our team to receive a customized quotation and ROI projection tailored to your product category.
Contact Ecomobi today to receive a customized AI Video strategy designed specifically for your industry.
Learn more HERE or email us at am@ecomobi.com.
