Users spend 2M hours across its Video Commerce offerings: Flipkart

Delhi: Flipkart has reported high early adoption for its Video Commerce business with users spending over 2 million hours across a range of creative Video Commerce offerings in the past one year (June 2023 to May 2024). 

The brand reported that 1 in 3 of Flipkart’s Video Commerce users are youth. T2+ regions comprised 65% of overall Video Commerce engagement, and top categories include fashion, beauty, personal care, home decor and furnishing. 

The brand also believes that D2C brands, sellers and farmers are seeing value in Video Commerce offerings. 

Flipkart's approach to Video Commerce involved 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. 

Flipkart also launched in-app videos featuring celebrities and influencers, including RJ Karishma, Ranvijay Singha, Siddharth Nigam, Varun Sood, Pooja Gaur to name a few. Flipkart also built its Live Commerce offering with ‘experts’ known as ‘Super Hosts.’

According to a recent report by Redseer Consulting, the short- form video industry in India is expected to create a total opportunity of $ 8 – 12 Bn by 2030, and the overall short-video user base will touch 600 million by 2025.

Neha Agrahari, Senior Director - Video Commerce, Flipkart, said, "At Flipkart, we believe that every shopper is different, and it is our responsibility to create the most engaging and relevant shopping experience for each one of them. We also consistently work towards bringing the ‘future of shopping’ to every customer and our journey in Video Commerce is aligned with this vision. 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.”