E-commerce platform Flipkart, and Sharechat’s short video platform Moj are partnering to enable video and live commerce, where Moj users will be able to shop on the former’s online platform.
Moj, which has 160 million monthly active users, said in a statement that this collaboration will create a revenue steam for its content creators, and will also help scale Flipkart’s video commerce in the country to reach 200 million online shoppers.
The move comes at a time when the Indian short video platforms like Trell and Roposo, are moving in this direction as the focus turns to monetisation. Moj’s user base in the tier-2 and tier-3 cities will also help Flipkart in expanding the live commerce abilities. Moj's competitors include DailyHunt's Josh and MX Takatak.
Live commerce is gaining steam in India. While it only has a gross merchandise value at $100 million now, it is expected to grow to $4 billion by 2025 and over $25 billion in 2030 led by short-form video platforms, a report by RedSeer revealed. “Over 8 percent of the total e-tailing in India could be driven by video commerce by 2030,” the report added.
In another recent study by Bain & Company, three in four Internet users (or 600 to 650 million Indians) will consume short-form videos by 2025.
Ravi Iyer, Senior Vice President and Head, Corporate Development, Flipkart, said in the statement, “The rise of short-form video as a preferred content format across India today has created the right opportunity for us to pursue Video and Live Commerce at scale. The strategic collaboration between Flipkart and Moj will play a key role in onboarding the next 200 million e-commerce users.”
Manohar Singh Charan, Chief Financial Officer Mohalla Tech Pvt Ltd., the parent company of Moj said in the statement, “The creator economy led revenue streams are globally seeing a massive upsurge and this collaboration with Flipkart is a step towards developing a concrete revenue stream for creators in India.”
Charan said that this also opens up creative in-app integrations towards personalized marketing. The seamless amalgamation of content and commerce will push brands to reimagine how they connect with their consumers and ignite the digital social commerce revolution in India.”
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