Video commerce gains popularity, people spent 2 million hours shopping: Flipkart | Company News

E-commerce platform Flipkart said on Thursday that the video format is rapidly gaining popularity, with Indian customers spending over 2 million hours using its video commerce offering over the past year.

India is one of the largest consumers of online data, and with Indian consumers becoming more technologically and digitally savvy, video commerce in the country presents huge opportunities.

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According to Flipkart, Indians spent over 2 million hours on video commerce offers from June 2023 to May 2024.

Tier 2 and Tier 3 regions accounted for 65% of total video commerce engagement, mainly in categories such as fashion, beauty, personal care, home decor and furnishings. He added that the maximum viewership for a single commercial live video was 1.4 million.

“The video format is rapidly gaining popularity, especially among women in Tier 2 and 3 regions, millennials and Gen Z audiences across India. The top five cities that are leading Flipkart’s commitment to video commerce are NCR, Bengaluru, Mumbai, Hyderabad and Kolkata,” said the e-commerce executive.

The top three reasons why customers, mostly from the age group below 30 years and from tier 2 and tier 3 regions, are keen on this format are ease of association, trust, ease of access and interactivity, Flipkart said, adding that direct-to-consumer (D2C) brands, sellers and farmers are also seeing value in video commerce offerings.

“Flipkart’s approach to video commerce has left an indelible mark in 2024 with events like Alphonso Mango The Farmer’s Day livestream (enabling direct connection between farmers and customers), Big Bharath D2C livestream, End of Season Sale and Zero events Hours strong engagement,” said Walmart-backed Flipkart.

Citing a report by Redseer Consulting, Flipkart said that the short-form video industry in India is expected to create a total opportunity value of $8-12 billion by 2030, and the total short-form video user base will reach 600 million by 2025.

“Flipkart’s video commerce offering is designed to meet a range of evolving needs and aims to not only provide a better shopping experience but also remove possible barriers that exist when it comes to online shopping,” said Neha Agrahari, Senior Director, Video Commerce, Flipkart .