How Video Commerce is Revolutionizing Indian Shopping Habits: A Deep Dive into Flipkart’s Success

Flipkart’s Video Commerce Soars: Indians Spend Over 2 Million Hours Video Shopping

Homegrown e-commerce giant Flipkart announced on Thursday that video commerce is rapidly gaining traction among Indian consumers. In the past year alone, Indians have spent over 2 million hours engaging with Flipkart’s video shopping offerings.

As one of the top consumers of internet data globally, India’s tech-savvy and digitally inclined population is driving the growth of video commerce, presenting immense potential for the future.

From June 2023 to May 2024, Indians clocked over 2 million hours on Flipkart’s video commerce platform. Notably, 65% of this engagement came from Tier 2 and Tier 3 regions, with popular categories including fashion, beauty, personal care, home decor, and furnishings. The highest viewership for a single live commerce video reached 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 across India. The top 5 cities leading Flipkart’s Video Commerce engagement are NCR, Bangalore, Mumbai, Hyderabad, and Kolkata,” the company stated.

Flipkart highlighted three primary reasons for the popularity of video commerce among consumers under 30 and those from Tier 2 and Tier 3 regions: relatability, trust, and ease of access and interactivity. Direct-to-consumer (D2C) brands, sellers, and farmers are also recognizing the value of this format.

“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 connections), Big Bharath D2C livestream, The End Of Season Sale, and Zero Hours witnessing strong engagement,” noted Walmart-backed Flipkart.

Citing a report by Redseer Consulting, Flipkart mentioned that the short-form video industry in India is expected to create a total opportunity of USD 8-12 billion by 2030, with the overall short-video user base projected to reach 600 million by 2025.

“Flipkart’s video commerce offering is designed to meet an array of evolving needs, aiming not only to enhance the shopping experience but also to address potential barriers associated with online shopping,” said Neha Agrahari, Senior Director of Video Commerce at Flipkart.