Flipkart India Pvt., The e-commerce giant owned by Walmart Inc., is using social videos and live streaming to convert young consumers who spend a lot of time on their smartphones in faithful customers.
The use of videos to show and sell products is one of the main new raids of Flipkart, Neha Agrahari, senior director of the retailer, said in an interview with Bloomberg News.
While the concept of online retailers who use videos to increase sales has been in circulation for years, Flipkart hopes that this strategy will give him an advantage compared to rivals such as Amazon.com Inc. and Riliace Industries Ltd. in India. The most popular country in the world has about 650 million smartphone users, of which over 270 million make purchases online, making it the second largest e-report market in front of the United States.
About 200 million users engaged with videos on Flipkart during shopping in the first half of 2025, compared to 75 million a year ago, the retailer’s data showed.”Users prefer to watch a video and make a decision” during purchases, making the commercial video the obvious direction to take, said Agrahari. Two Gen-Z users in three now prefer this shopping format, with 65% of the involvement of videos and streaming from the smallest cities of India.
The company launched video offers on its app about 18 months ago to promote everything, from sun protection to gadgets. It also presents Livestream to answer the demands of buyers on products in real time and allow buyers to interact with influencers.
Flipkart’s incursion in this segment, together with other Indian platforms such as Meeso, supported by the SoftBank Corp. group, follows a trend in China and in other parts of Asia in which the main retailers usually invest in promoting objects through live videos, assuming influencers for the foul of everything, from lipstick to protein dust.Video -based shopping is currently guiding sales of categories of fashion, beauty, personal care and home decorations, said Agrahari, adding that the next move is to include electronics and content related to fitness.
The platform is building physical studies in the Indian cities of Guritram, Mumbai and Bengaluru to offer a “seamless” shooting and editing experience to its video creators, said Agrahari.
Users’ involvement numbers for daily livestreaming show that the strategy is repaying. The number has increased 17 times compared to the previous year, according to Agrahari. The wave is enhanced by the product videos that include clips of users who immerse shirts in water to see if the colors bleed and use a variety of foods in cooking appliances to test reliability.
The “stress tests” work for live streaming and spectators want to see more, he said. “We don’t mind dropping a cell phone just to show that it is strong enough.”
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