Flipkart uses video, livestreams to attract young buyers

Flipkart, backed by Walmart, is leveraging social videos and livestreams to attract young Indian consumers.

In the first half of 2025, 200 million users engaged with video content on the platform, up from 75 million a year earlier.

The company has rolled out video-led shopping in fashion, beauty, and home decor, with plans to expand into electronics and fitness.

To support this strategy, Flipkart is hosting livestreams where influencers engage with shoppers in real-time and answer product questions.

It’s also building physical studios in Gurugram, Mumbai, and Bengaluru to help creators with content production.

The platform reported a 17-fold rise in daily livestream engagement from last year.

With over 650 million smartphone users and 270 million online shoppers in India, Flipkart is aiming to strengthen its position against Amazon and Reliance Industries.

🔗 Source: Bloomberg

🧠 Food for thought

1️⃣ Video commerce addresses trust barriers in Indian e-commerce

Flipkart’s video strategy tackles a fundamental challenge in online shopping: building consumer confidence when physical product interaction isn’t possible.

Multiple studies confirm that product videos significantly boost consumer trust, with 58% of shoppers feeling more confident purchasing from brands with video content 1.

This trust factor is especially critical in India where many new online shoppers from smaller cities are making their first digital purchases, explaining why 65% of Flipkart’s video engagement comes from these areas.

The effectiveness of this approach is reflected in conversion metrics across the industry: product pages with videos convert up to 80% better than those without 1, and consumers are 144% more likely to add items to their cart after watching product videos 1.

Flipkart’s “stress test” demonstrations (like dipping t-shirts in water or dropping phones) directly address common consumer anxieties about product quality that might otherwise prevent purchases.