Flipkart, India's ecommerce platform, announced that video commerce is rapidly gaining traction among Indian consumers. Over the past year, from June 2023 to May 2024, users have spent over 2 million hours on Flipkart's video commerce offerings.
India, a top consumer of internet data, sees immense potential in video commerce as its population becomes more tech-savvy and digitally inclined. Flipkart's data reveals that tier 2 and tier 3 regions contributed 65 per cent of the total engagement in categories such as fashion, beauty, personal care, home decor, and furnishing. The highest viewership for a single live commerce video was 1.4 million.
"Video as a format is rapidly gaining adoption, especially among women in tier 2 and tier 3 regions, millennials, and the Gen Z audience pan India. The top 5 cities leading the way for Flipkart's Video Commerce engagement are NCR, Bangalore, Mumbai, Hyderabad, and Kolkata," the company stated.
Flipkart highlighted three main reasons for the popularity of video commerce among the under-30 demographic in smaller cities: relatability, trust, ease of access, and interactivity. Direct-to-consumer (D2C) brands, sellers, and farmers also find significant value in video commerce offerings.
"Flipkart's approach to video commerce has left an indelible mark in 2024, with events such as The Farmer's Alphonso Mango Day Live Stream (establishing direct farmer-to-customer connect), Big Bharath D2C livestream, The End Of Season Sale, and Zero Hours witnessing strong engagement," Flipkart said.
"Flipkart's video commerce offering is designed to meet an array of evolving needs, with the intention of not only creating an enhanced shopping experience but also addressing possible barriers that exist when it comes to online shopping," said Neha Agrahari, Senior Director, Video Commerce, Flipkart.
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