E-commerce giant Flipkart has reported that its video commerce content accumulated over two million watch hours from June 2023 to May 2024. During this period, Tier-2 and Tier-3 shoppers accounted for 65 per cent of all video commerce engagement, with the majority of viewers under 30 years old.
“Video as a format is rapidly gaining adoption, especially among women in Tier-2 and Tier-3 regions, millennials, and the Gen Z audience across India,” Flipkart stated, as reported by the Press Trust of India. “The top five cities leading the way for Flipkart’s video commerce engagement are NCR, Bengaluru, Mumbai, Hyderabad, and Kolkata.”
Some of the top product categories for video commerce include fashion, beauty, personal care, and home décor. Many viewers report a greater sense of trust with video content, often created by popular influencers. Flipkart’s best-performing live shopping video saw a viewership of 1.4 million individuals.
“Flipkart’s approach to video commerce has left an indelible mark in 2024, with events such as 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 witnessing strong engagement,” said Flipkart. Along with increasing customer engagement to boost sales, Flipkart sees video commerce as a way to address possible barriers some shoppers may face when beginning online shopping.
