Flipkart sees shoppers watch two million hours of video shopping content in past year

E-commerce giant Flipkart has reported that its video commerce content clocked more than two million watch hours over the past year from June 2023 to May 2024. The business saw Tier 2 and 3 shoppers make up 65% of all video commerce engagement with the majority of viewers aged under 30 years old.

“Video as a format is rapidly gaining adoption, especially among women in Tier 2 and Tier 3 regions, millennials, and the Gen Z audience pan India,” announced Flipkart in a statement, the Press Trust of India reported. “The top five cities leading the way for Flipkart’s video commerce engagement are NCR, Bengaluru, Mumbai, Hyderabad, and Kolkata.”
 
Some of the top product categories for video commerce include fashion, beauty, personal care, and home décor, ET Bureau reported. Many viewers report feeling a greater sense of trust with video content, which is often created by popular influencers. Flipkart’s best performing live shopping video saw a viewership of 1.4 million individuals.
 
“Flipkart’s approach to video commerce has left an indelible marl in 2024, with events such as The Farmer’s Alphonso Mango Day Live Stream (establishing direct farmer to customer connect), Big Bharath D2C livestream, The End of Season Sale, and Zero Hours witnessing strong engagement,” said Flipkart. Along with increasing customer engagement to boost sales, Flipkart sees video commerce as a way to address possible barriers some shoppers may face when it comes to beginning online shopping.