A day after announcing a partnership with Snapchat, e-commerce giant Flipkart announced a partnership with short video platform Moj, today. The Walmart-owned company will work with Moj to provide content and commerce experiences on the latter’s videos. The partnership will give Moj users the ability to buy tagged Flipkart marketplace products directly from the video screen.
The short video platform, which is owned by unicorn Sharechat, has over 160 million members. Flipkart says that the partnership will allow the e-commerce firm to engage with the “next 200 million e-commerce customers” in India.
Flipkart had forayed into social commerce earlier this year. The company had launched a platform called Shopsy in July this year, which would focus on social commerce. It also partnered with American messaging and camera company Snapchat yesterday, and said it would use Snapchat’s augmented reality (AR) tools to enhance the shopping experience on its platform.
“More than the social element, we also believe that it’s an important value added tool for users. For example, if you’re trying to use AR features to make a buying decision of say a watch, you want to know how the watch actually looks at you,” Jeyandran Venugopal, Chief Product and Technology Officer at Flipkart, told TechCircle in an interview.
According to a June report by RedSeer Consulting, the gross merchandise value of live commerce through short videos is expected to touch $5 billion in India by 2025.
Flipkart and Moj aren’t the only firms exploring the space either. Ad-tech giant InMobi’s short video platform, Roposo had announced a pivot to live commerce earlier this month.