Flipkart's Video Commerce Triumph: 75 Million Engaged Users in H1 2024

By Ritwik Ghosh,Kolkata India

Flipkart's Video Commerce Triumph: 75 Million Engaged Users in H1 2024

E-commerce behemoth Flipkart heralded an impressive milestone, revealing that users collectively invested over 2 million hours in its video commerce features from June 2023 to May 2024.

The company disclosed that over 75 million users engaged with video content on its app between January 2024 and June 2024, utilizing the ‘Liveshop+’ and ‘Vibes’ sections.

“Flipkart’s video commerce initiative aims to fulfill diverse and evolving consumer needs, enhancing the shopping experience while mitigating online shopping barriers,” stated Neha Agrahari, Senior Director of Video Commerce at Flipkart.

The e-commerce titan highlighted the surge in video content consumption nationwide, especially among millennials, Gen Z, and women in Tier-II and III locales.

Delhi NCR, Bengaluru, Mumbai, Hyderabad, and Kolkata spearheaded engagement with Flipkart’s video commerce offerings.

“The highest viewership for a single Live Commerce video reached 1.4 million,” Flipkart added.

Flipkart also emphasized its influencer partnerships as a pivotal driver of its video commerce strategy. Dushyanth Jayanty, Vice President of Marketing at Flipkart, noted, “Engagement with vernacular creators surged by 30% year-on-year, becoming a crucial element of our influencer marketing strategy.”

Collaborating with over 500 influencers, Flipkart’s video commerce includes influencer-led videos, product-centric informational content, short-form clips via Vibes, and live streaming through LiveShop+.

Despite Flipkart’s recent intensification of its video commerce focus, the broader Indian live commerce sector faces uncertainty. Following the TikTok ban, local platforms like Moj and ShareChat emerged, securing significant funding. However, engagement has waned, challenged by Instagram’s resurgence.

Additionally, profitability challenges and a shrinking user base have cast doubts on the sector’s sustainability. ShareChat is grappling with funding issues, while Trell faced scrutiny over financial irregularities. MX TakaTak was acquired by ShareChat in 2022, but ShareChat now struggles with losses and declining engagement.

Conversely, the performance of Amazon’s live commerce, launched in 2022, remains unclear.

Although Redseer forecasts the short-video user base to reach 600 million by 2025, monetization challenges persist in the ecosystem.

Nonetheless, Flipkart continues to bolster its video commerce offerings amidst its aggressive expansion. Recently, it launched the fintech app in beta, with plans to introduce additional financial services soon.

The company is also set to enter the quick commerce arena. However, this rapid expansion has incurred financial costs. Flipkart’s B2C division reported a loss of INR 4,026.5 crore in FY23, a 9% reduction year-on-year.

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