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Flipkart joins live commerce rush
February 11, 2022
Flipkart has joined the live commerce rush, in what marks the entry of one of the largest e-tailers experimenting with the medium.
Flipkart is betting big on live commerce and also actively conducting live shopping streams on its application with social media influencers.
It has also created a feed similar to the one on photo and video sharing application Instagram on its platform where prominent influencers can be seen showcasing different fashion wear that can be bought directly from the feed, according to ET’s review.
Meanwhile, Flipkart’s collaboration with regional dialect social media platform ShareChat has also gone live where influencers are conducting live sessions on its short video app Moj and their followers can buy goods on Moj itself.
An industry executive said, “Building the entire live shopping infrastructure also requires building an entire creator base. And all of that is a very large effort and it is a business vertical itself. If Flipkart goes on to build its own, it will take significant amounts of time and management bandwidth”.
Another source familiar with Flipkart’s plans told ET that its live shopping product has been active for almost a month.
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