Flipkart, the Walmart-backed e-commerce giant in India, is making waves with a bold new strategy to attract young consumers. By integrating social videos and livestreams, the platform aims to convert smartphone-savvy users into loyal customers, capitalizing on the growing trend of video commerce.
Recent data reveals that around 200 million users engaged with video content on Flipkart while shopping in the first half of 2025, a significant jump from just 75 million the previous year. This surge highlights the effectiveness of video-led formats in engaging India's Gen Z population, with two-thirds of them reportedly using videos to make purchase decisions.
The strategy is particularly gaining traction in tier-II and III cities, where access to smartphones and digital content is rapidly expanding. Flipkart's focus on interactive livestreams allows real-time engagement, enabling shoppers to ask questions, see product demos, and make informed choices, all from the comfort of their homes.
In a competitive e-commerce landscape, Flipkart hopes to gain an edge over rivals like Amazon India and Reliance Industries. With India boasting over 650 million smartphone users, of which 270 million shop online, the potential for growth in video commerce is immense, positioning Flipkart as a frontrunner in this space.
Industry experts note that while video commerce isn't new, Flipkart's tailored approach to the Indian market—focusing on localized content and influencer partnerships—sets it apart. This innovative push aligns with global trends where visual and interactive content drives consumer behavior.
As Flipkart continues to innovate, the integration of technologies like the metaverse alongside video strategies could further redefine online shopping in India. This tech-driven play underscores Flipkart's commitment to staying ahead in one of the world's largest e-retail markets.
Andrew Lee
