Flipkart rolls out live commerce, image search, new section for premium brands

Flipkart has added new features such as live commerce, image search, and a dedicated section for premium brands in the mobile app ahead of the festive season sales. The augmented reality (AR) based virtual try-on feature is also being extended to more product categories such as lifestyle, beauty, and furniture. The e-commerce company has also made some design changes in the app to reduce clutter, improve navigation and help customers discover deals and products easily. It includes new typography, iconography, layouts, animation, and colors.

These features have started rolling out and will be available to all by the festive season sales, according to Flipkart. 

Live Commerce has been getting a lot of traction among online shoppers. According to a 2021 report by RedSeer, India’s live commerce sector is expected to grow to $4-5 billion in terms of gross market value (GMV) by 2025. Flipkart’s Live Commerce will allow users to discover new products across various categories such as beauty and electronics through live video streams by influencers. Users can chat with influencers and buy products while watching the stream. 

With the image search feature, users can look up any dress product they have encountered online or in a retail store or public place. This can be accessed by clicking on the camera icon within the app. Image search is a convenient tool and is also available on other e-commerce platforms such as Amazon. Similarly, with the virtual try-on feature, users can see how a beauty product such as lipstick, foundation, or eyeliner from some of the popular brands will look on their faces. 

Flipkart has also revamped the 'My Accounts' page so customers can access credit and buy now pay later options easily. 

For buyers looking for products from premium brands, Flipkart has rolled out a new section called Brand Mall Mode. It can be activated by tapping on the toggle button at the top right section of the homepage. 

“As a homegrown e-commerce marketplace, we understand that our consumer cohort is increasingly becoming heterogeneous who are looking for distinct experiences on the platform,” said Bharath Ram, senior vice president, of user activation and retention at Flipkart. 

Ram noted that with these new changes in the Flipkart mobile app, the company is looking to provide easy access, particularly to those who are new to online shopping. 

The number of people shopping online in India has grown significantly, especially after the pandemic. According to a July report by BCG, the number of digitally influenced shoppers has grown from 260 million to 280 million since last year, while the number of online shoppers has grown from 210 million to 230 million.