A click on on Flipkart’s two-wheeler phase takes you to an ongoing reside stream: actor Rannvijay Singha and digital creator Rachit Hirani have interaction in informal banter whereas going over the options of listed motorbikes.
The 2 digital influencers clarify presents, together with an opportunity to win one of many autos on show on the reside stream. Greater than 2,000 viewers ship feedback and questions on the chat window. A hyperlink on the backside takes you to the net retailer to buy the bike.
That is the digital model of TV reside gross sales the place chatty hosts urge viewers to ‘name now’ for not lacking out the perfect offers on every part from attire and air fryers to cutlery. Already a giant fixture in China, sellers in India are turning to reside e-commerce through the competition season.
The present reside e-commerce market is lower than even $300 million, in keeping with Abhishek Tandon, senior advisor at Redseer. The technique advisor’s June 2021 report estimates it to cross about $4-5 billion in gross merchandise worth by 2025.
This festive season, on-line life-style retailer Myntra is simulcasting greater than 350 M-lives throughout the platform’s official Instagram and Youtube pages, in keeping with a spokesperson of the portal.
Throughout its June gross sales, when the platform rolled out 24X7 reside periods for the primary time, it clocked over 100 hours of engagement through reside and video commerce, which has solely been rising, stated Dushyanth Jayanty, vice chairman for advertising and marketing at Flipkart. Within the run-up to the festive season, it has partnered with greater than 500 influencers throughout classes to assist educate prospects on the way to purchase and use merchandise.
”For those who see the whole adoption curve of e-commerce during the last 10 years, it has skyrocketed through the Diwali interval,” stated Kaizad Hansotia, chief govt officer of Swirl, a reside procuring cell SaaS. ”It is a no-brainer that that is the perfect time to leverage video and reside interactive commerce.”
Redseer estimates vogue to contribute 60-70% of the reside e-commerce GMV by 2025, with magnificence and private phase contributing the opposite 30-40%.
The variety of e-shoppers within the nation is anticipated to shoot as much as 550 million in about five-six years from about 200 million at the moment, Tandon stated. These buyers will probably be very completely different, he stated, including that brief movies are driving this format.