Flipkart’s video commerce strategy is proving successful, with over 75 million users engaging with its features in the first half of 2024. This translates to a cumulative total of more than 2 million hours spent watching videos on Flipkart’s shopping app.
Key Takeaways
- Flipkart’s video commerce offerings, including curated sections like Liveshop+ and Vibes, are gaining traction.
- This growth is particularly strong among millennials, Gen Z, and women in Tier 2 and 3 cities.
- Flipkart is leveraging influencer partnerships, with a 30% year-on-year rise in engagement with vernacular creators.
- The company sees video commerce as a key driver of growth, alongside its recent fintech app launch (super.money) and planned entry into quick commerce.
Standing Out from the Crowd
While Flipkart thrives with video commerce, the broader Indian live commerce landscape faces challenges. Engagement on local platforms has dropped since the TikTok ban, with questions around profitability and user base.
Flipkart’s Advantage
Flipkart’s established user base and focus on a variety of video content formats (influencer-led videos, informational content, short-form content, and live streaming) seem to be fueling its success.
The Future of Video Commerce
Despite Flipkart’s positive results, the overall video commerce ecosystem’s monetization issues remain to be addressed. However, with the short-form video user base expected to reach 600 million by 2025, the potential for growth remains significant.
Read more: Marketing News, Advertising News, PR and Finance News, Digital News
