Walmart-Backed Flipkart Embraces Video and Livestreaming
Flipkart India, the e-commerce powerhouse owned by Walmart, is leveraging the popularity of social videos and livestreams to engage young consumers who are increasingly shopping on their smartphones. This innovative approach aims to convert casual browsers into loyal customers, setting Flipkart apart from competitors like Amazon and Reliance Industries. With India boasting around 650 million smartphone users, of which over 270 million shop online, Flipkart is tapping into a burgeoning market that is now the second-largest e-retail sector globally, trailing only the United States.
Embracing Video Commerce
Flipkart’s strategy to incorporate videos into its shopping experience is a significant move in the competitive landscape of online retail. Neha Agrahari, a senior director at Flipkart, highlighted in an interview that the use of videos to showcase products is a key focus for the company. While video commerce is not a new concept, Flipkart aims to enhance its appeal to younger consumers who prefer visual content when making purchasing decisions. Recent data indicates that approximately 200 million users engaged with Flipkart’s videos while shopping in the first half of 2025, a substantial increase from 75 million the previous year. This shift underscores a growing trend among Gen-Z shoppers, with two-thirds expressing a preference for video-based shopping experiences.
Interactive Livestreams and Influencer Engagement
To further enhance user interaction, Flipkart has introduced livestreaming features that allow customers to ask questions about products in real-time and engage with influencers. This interactive format not only provides immediate answers but also fosters a sense of community among shoppers. The platform’s video offerings, launched about 18 months ago, cover a wide range of products, from skincare items to electronics. The success of this initiative mirrors trends seen in China and other Asian markets, where retailers have effectively utilized live videos and influencer marketing to drive sales.
Expanding Product Categories and Infrastructure
Currently, Flipkart’s video-led shopping approach is thriving in categories such as fashion, beauty, personal care, and home decor. Agrahari noted that the company plans to expand this strategy to include electronics and fitness-related content in the near future. To support this growth, Flipkart is investing in physical studios located in major Indian cities like Gurugram, Mumbai, and Bengaluru. These studios will provide a seamless environment for video creators, enhancing the quality and appeal of the content produced.
Proven Success and Future Prospects
The effectiveness of Flipkart’s video commerce strategy is evident in the impressive engagement metrics. Daily livestreaming interactions have surged by 17 times compared to the previous year, indicating a strong consumer interest in this format. The platform’s innovative product demonstrations, which include “stress tests” to showcase durability, have resonated well with viewers. Agrahari emphasized that customers appreciate seeing products in action, stating, “We don’t mind dropping a mobile phone just to prove that it is strong enough.” As Flipkart continues to refine its video commerce strategy, it is well-positioned to capture a larger share of the rapidly evolving e-retail market in India.
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