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28. June 2025
Flipkart Unleashes Social Videos And Livestreams To Outmaneuver Indian Rivals
Flipkart India Pvt., the e-commerce giant owned by Walmart Inc., has been adopting innovative marketing strategies to stay ahead of its Indian rivals and capitalize on the growing demand for online shopping among young consumers. Social videos and livestreams are part of this new approach, aimed at connecting with its target audience in a more immersive and engaging way.
Neha Agrahari, senior director at Flipkart, explains that this effort is part of the retailer’s strategy to “connect” with customers through video content and live streaming. By leveraging social media platforms, Flipkart aims to build stronger relationships with its customers and increase brand loyalty.
The growing popularity of social media platforms among Indian youth has been a key driver behind Flipkart’s decision to invest heavily in video marketing. With 70% of India’s population under the age of 35, social media has become an integral part of daily life for many young consumers. Instagram, Facebook, and YouTube have become essential tools for brands looking to reach their target audience.
Flipkart has been actively utilizing these platforms to showcase its products and services through engaging video content. Short, snappy videos highlighting product features and benefits are designed to be attention-grabbing, informative, and entertaining, making them perfect for social media platforms where users consume bite-sized content.
Live streaming is another key strategy employed by Flipkart. The retailer uses platforms like Facebook Live and YouTube Live to give customers a behind-the-scenes look at various aspects of its business, such as product launches, exclusive deals, and customer service interactions. These live streams not only provide an immersive experience for viewers but also offer a unique opportunity for Flipkart to engage with customers in real-time.
For example, during the launch of a new mobile phone series, Flipkart streamed a live session on Facebook featuring interactive Q&A sessions with product designers and engineers. Thousands of excited customers attended the event, asking questions and receiving instant answers from the experts. This kind of engagement-driven approach helps build trust and loyalty among customers, who are more likely to return to the platform for future purchases.
Flipkart’s video marketing efforts have been complemented by a robust digital marketing strategy, including targeted advertising, influencer partnerships, and social media contests. The retailer has also invested heavily in its e-commerce website and mobile app, ensuring users can easily navigate and purchase products online.
In addition to digital marketing initiatives, Flipkart has focused on improving the overall shopping experience for its customers. Features like “Buy Now, Pay Later” options, same-day delivery, and personalized product recommendations aim to make online shopping more convenient, enjoyable, and rewarding for customers.
The impact of these efforts can be seen in Flipkart’s growth trajectory over the past few years. Despite increased competition from local e-commerce players, Flipkart has continued to grow its customer base and expand its reach into new markets. The retailer’s sales have been steadily increasing, with a reported revenue of over $7 billion in 2020.
Walmart’s strategic investment in Flipkart has played a significant role in the retailer’s success. In 2018, Walmart acquired a majority stake in Flipkart for $16 billion, giving the US retail giant access to a large and growing market in India. Under Walmart’s ownership, Flipkart has been able to expand its operations, improve logistics and supply chain management, and invest more heavily in digital marketing and customer engagement.
However, despite its success, Flipkart still faces stiff competition from local e-commerce players who are well-versed with the Indian market. These players have leveraged factors like low operating costs, fast delivery times, and a deep understanding of consumer behavior to tap into the country’s thriving e-commerce ecosystem.
To stay ahead in this competitive landscape, Flipkart has been focusing on innovation and agility. The retailer has been experimenting with new business models, such as its “GenNext” initiative, which aims to attract younger consumers through exclusive deals and loyalty programs. It has also been investing heavily in emerging technologies like artificial intelligence, machine learning, and augmented reality, expected to play a critical role in shaping the future of e-commerce.
Flipkart’s decision to turn to social videos and livestreams reflects its commitment to staying ahead of the curve in the Indian e-commerce market. By leveraging social media platforms, live streaming, and digital marketing initiatives, Flipkart aims to build stronger relationships with customers, increase brand loyalty, and drive sales growth. As the e-commerce landscape continues to evolve, it will be interesting to see how Flipkart adapts and innovates to meet the changing needs of its customers.