Videos: The Emerging Gateway Transforming Online Retail
MUMBAI: Indian consumers are increasingly engaging in video-shopping, a trend that is reshaping the online retail landscape. Platforms like Amazon, Flipkart, Myntra, and Meesho are leveraging creator-led content to drive sales. This shift is particularly pronounced among Gen Z shoppers and those in smaller towns, who are discovering new brands and products through engaging video formats.
Live commerce and short-form shoppable videos are at the forefront of this trend. Live commerce allows creators to showcase products in real time, while short-form videos enable consumers to shop directly from the content without leaving the stream. Together, these formats are creating a robust content-to-commerce ecosystem.
Social media platforms have facilitated this shift by making it easier for consumers to browse and shop from home. Influencer-led recommendations are gaining traction, prompting e-commerce companies to adopt video and live formats. Amazon launched its Live feature in 2022, followed by Myntra and Meesho. According to the companies, creator-led discovery has influenced the shopping journeys of nearly 20 million consumers on Amazon, while Meesho reported a 140% increase in active order-generating content in the first quarter of FY27.
Companies’ Video Strategies
Amazon has expanded its Live feature to include short-form, shoppable videos that enhance the shopping experience. Nidhi Thakkar, head of social commerce for emerging countries at Amazon, noted that these videos help customers understand products better and facilitate direct purchases. Notably, around 70% of creator-led purchases on Amazon come from non-metro cities, highlighting the impact of regional creators in product discovery.
Myntra has also embraced video commerce with initiatives like the Ultimate Glam Clan (UGC), launched in August 2024. This program allows customers to create content around the fashion and beauty products they shop for. As of September 2026, UGC had over eight million sign-ups and generated 12 million pieces of content. Myntra’s Glamstream, introduced in July 2025, combines creator-led video with commerce, enhancing the shopping experience.
Flipkart’s video commerce ecosystem includes a variety of formats, such as short-form videos, live shopping, and gamified experiences. Ramesh Gururaja, senior vice president at Flipkart, stated that consumer behavior in India is increasingly influenced by what they watch and share online.
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