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12 February 2022, Mumbai:
Flipkart, a Walmart-owned e-commerce behemoth, has entered the fast-growing retail trend of live commerce, offering a purchasing experience guided by celebrities and social media influencers.
Flipkart's fashion subsidiary, Myntra, was the first in the company to implement live shopping, doing it in November 2021 at its biggest sale event of the year and in partnership with various Bollywood celebrities. The company has now added live shopping elements to its primary e-commerce site, 'Flipkart,' in order to further engage customers via live shopping broadcasts on its dedicated mobile app.
On its e-commerce platform, Flipkart has built an Instagram-style 'feed' with influencers presenting things like apparel and accessories that can be purchased immediately from the feed without the buyer having to hunt for the item they want.
To reach a wider audience, the company has teamed with ShareChat, a regional language social networking platform, to host video sessions on its short video app Moj, where buyers may purchase items displayed in the videos directly on Moj.
Flipkart has collaborated with smaller influencers for a more personal touch, in addition to engaging with celebrities to sell items during live sessions. Live commerce, which was originally popular in China, is gaining traction in India, particularly in the fashion and beauty industries.
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Flipkart's senior vice president and head of its growth charter, Prakash Sikaria, told the Economic Times that "the advent of short-form video as a preferred content format throughout India today has offered the appropriate opportunity for Flipkart to pursue video and live commerce at scale."
"We partnered with a broad collection of influencers for live commerce experiences on the Flipkart app throughout the previous two editions of our Big Billion Days events, which made the shopping festival more engaging for our customers."
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*Figures mentioned in the above article have been sourced from Fashion Network article.
