Flipkart India, a subsidiary of Walmart, is leveraging social videos and livestreaming to attract young consumers who frequently use their smartphones, aiming to foster loyalty among this demographic.
Neha Agrahari, a senior director at Flipkart, highlighted in an interview with Bloomberg News that the retailer’s video initiatives are among its key strategies to drive sales. The concept of utilizing videos to enhance e-commerce isn’t new; however, Flipkart believes this approach could provide an advantage over competitors like Amazon and Reliance Industries in the Indian market. India boasts around 650 million smartphone users, with more than 270 million participating in online shopping, positioning it as the second-largest e-retail market globally, trailing only the United States.
Data from Flipkart indicates significant engagement, with about 200 million users interacting with videos while shopping in the first half of 2025, a notable increase from 75 million in the previous year.
Agrahari noted that “users prefer to watch a video and make a decision” when it comes to purchases, making video commerce a logical evolution. Two-thirds of Gen-Z consumers have expressed a preference for this shopping format, with 65 percent of video interactions originating from smaller cities in India.
The company introduced video features on its app approximately 18 months ago, showcasing a wide range of products, from skincare to electronics. It also incorporates livestreams that allow shoppers to ask questions in real-time and engage with influencers.
Flipkart’s venture into video commerce aligns with trends observed in China and other areas in Asia, where leading retailers routinely invest in live video promotions, employing influencers to market products across various categories, from cosmetics to nutritional supplements.
Currently, video-driven shopping is significantly impacting sectors such as fashion, beauty, personal care, and home décor, according to Agrahari. The next phase of development involves expanding into electronics and fitness-related content.
To enhance the video creation experience, Flipkart is establishing physical studios in Gurugram, Mumbai, and Bengaluru to facilitate smooth shooting and editing processes for its content creators, Agrahari stated.
User engagement with daily livestreams has seen a remarkable increase, rising 17-fold compared to the previous year. This growth is largely fueled by product videos, including demonstrations where users test items, such as dipping t-shirts in water to check colorfastness and assessing kitchen appliances with various foods.
Agrahari remarked that viewers are drawn to these “stress tests” during livestreams, indicating a desire for more such content. “We don’t mind dropping a mobile phone just to prove that it is strong enough,” she added.
© 2025 Bloomberg LP
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)
