Video shopping content is seeing a rise in viewership on platforms like Flipkart

E-commerce giant Flipkart said its video commerce content garnered over two million hours of viewing time between June 2023 and May 2024. During this period, tier 2 and 3 consumers accounted for 65 percent of all video commerce interactions, with most viewers being under 30.

“The video format is rapidly gaining popularity, especially among women in Tier-2 and Tier-3 regions, millennials and Gen Z audiences across India,” Flipkart said, as reported by Press Trust of India. “The top five cities in terms of Flipkart’s involvement in video commerce are NCR, Bengaluru, Mumbai, Hyderabad and Kolkata.”

Some of the top product categories for video commerce include fashion, beauty, personal care, and home decor. Many viewers report greater trust in video content, often created by popular influencers. Flipkart’s top-performing live shopping video attracted 1.4 million viewers.

“Flipkart’s approach to video commerce has left an indelible mark in 2024, with events like 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 seeing strong engagement ” said Flipkart. In addition to increasing customer engagement to drive sales, Flipkart sees video commerce as a way to address potential barriers that some shoppers may face when starting to shop online.