Flipkart, the Walmart-backed e-commerce giant, is making waves in India’s online retail space by embracing video livestreams and social videos to attract young buyers, particularly from the Gen Z demographic. This innovative approach is part of the company’s strategy to stand out in a highly competitive market dominated by rivals like Amazon.
Recent reports highlight that two-thirds of Gen Z consumers in India rely on video content for shopping inspiration. Flipkart is tapping into this trend by integrating engaging video formats and livestreams, enabling real-time interaction and personalized shopping experiences for users who spend significant time on their smartphones.
The surge in video commerce isn’t limited to metropolitan areas. Flipkart has observed rapid adoption in tier-II and III cities, where video-led formats are becoming a preferred mode of discovering and purchasing products. This expansion reflects the growing digital penetration in smaller towns across India.
Additionally, Flipkart’s initiatives like the 100-hour Beauty Live Stream during Glam Up Fest 2025 have set new benchmarks, drawing over 100,000 viewers and featuring more than 140 brands. Such events showcase the power of influencer-led shopping and interactive content in redefining online retail.
Industry experts predict that social commerce in India could reach $10–14 billion by the end of 2025, accounting for 7–9% of total online retail spending. Flipkart’s focus on video and livestreaming positions it as a frontrunner in this evolving landscape, potentially converting casual browsers into loyal customers.
As Flipkart continues to innovate with creator-driven content and video shopping, it is clear that the company is not just adapting to trends but actively shaping the future of e-commerce in India. This strategy could redefine how young shoppers engage with brands online.
Andrew Lee
