Homegrown e-commerce platform Flipkart said on Thursday that video as a format is rapidly gaining adoption, and Indian customers have spent over 2 million hours on its video commerce offerings in the past year. India is one of the top consumers of internet data, and with Indian consumers becoming increasingly tech-savvy and digitally inclined, video commerce in the country promises great potential. According to Flipkart, Indians spent over 2 million hours on its video commerce offerings from June 2023 to May 2024.
Video commerce engagement Tier 2 and Tier 3 regions comprised 65 per cent of overall video commerce engagement, mostly in categories like fashion, beauty, personal care, home decor, and furnishing. The maximum viewership clocked on a single live commerce video was 1.4 million, it added.
"Video as a format is rapidly gaining adoption, especially among women in tier 2 and tier 3 regions, millennials, and the Gen Z audience in India. The top 5 cities leading the way for Flipkart's video commerce engagement are NCR, Bangalore, Mumbai, Hyderabad, and Kolkata," the e-commerce major said. Main reasons Three main reasons why customers primarily from below the 30-year-old age group and tier 2 and tier 3 regions flock to this format are relatability, trust, ease of access, and interactivity, Flipkart said, adding that direct-to-consumer (D2C) brands, sellers, and farmers also see value in video commerce offerings.
"Flipkart's approach to video commerce has left an indelible m.
