Over 2 million hours have been spent on Flipkart's video commerce products by Indian customers in the last year, according to the homegrown e-commerce platform, which said on Thursday that video is fast becoming a popular medium.

India is among the top users of the internet, and the country's customers are growing more tech-savvy and oriented toward digital commerce, which bodes well for the growth of video commerce there.
Indians have reportedly used Flipkart's video shopping services for over 2 million hours between June 2023 and May 2024.

Sixty-five percent of all video commerce engagement occurred in tier two and tier three regions, primarily in the areas of fashion, beauty, personal care, and home furnishings. It also stated that the highest number of people who watched a single live commerce video was 1.4 million.

"The format of video is quickly gaining traction in India, particularly among women in tier 2 and tier 3 areas, millennials, and Gen Z viewers. NCR, Bangalore, Mumbai, Hyderabad, and Kolkata are the top 5 cities driving Flipkart's video commerce interaction, according to the e-commerce major.

According to Flipkart, relatability, trust, accessibility, and interactivity are the top three reasons why customers, who are mainly from tier 2 and tier 3 regions and under 30 years old, gravitate towards this format. Direct-to-consumer (D2C) brands, sellers, and farmers also find value in video commerce offerings.

"Flipkart's approach to video commerce has left an indelible mark 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, which is owned by Walmart.

Flipkart cited a Redseer Consulting research in stating that the short-form video market in India is anticipated to generate $8–12 billion in total opportunities by 2030 and that by 2025, there would be 600 million short-form video users worldwide.

Neha Agrahari, Senior Director, Video Commerce, Flipkart, stated, "Flipkart's video commerce offering is designed to meet an array of evolving needs, with the intention of not only creating an enhanced shopping experience but also addressing possible barriers that exist when it comes to online shopping."