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Reel deal: The next big thing in online shopping is playing on your screen

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Reel deal: The next big thing in online shopping is playing on your screen

Reel deal: The next big thing in online shopping is playing on your screen

E-commerce platforms in India are leveraging video content to enhance product discovery and customer engagement. Creator-led videos provide a new shopping experience, combining entertainment with direct purchasing options. Consumers in tier 2 cities are particularly benefiting from this innovative approach to shopping. Companies like Amazon, Flipkart, and Myntra are adopting these technologies to boost sales. This shift may result in a significant increase in online shoppers in the coming years.

You might open your phone just to watch a few reels, only to find yourself shopping for a kurta, a skincare product or a gadget minutes later. For e-commerce companies, that shift from scrolling to spending is becoming a big business opportunity. Indians are increasingly discovering products through videos before making purchases online, as e-commerce companies like Amazon and Flipksrt turn to creator-led content, live demonstrations and shoppable clips to drive sales, The Times of India's (TOI) Asmita Dey has reported. The trend is gaining traction among Gen Z consumers and shoppers in smaller cities. Advt

Amazon, Flipkart, Myntra and Meesho are building video-led shopping experiences that combine product discovery with the option to buy directly from the content. These formats include live commerce , where creators demonstrate products in real time, and shoppable videos that let consumers purchase items through embedded links without leaving the video. The scale of the opportunity is also reflected in Meesho's content-commerce business. The company said the net merchandise value generated through its content-commerce ecosystem rose 152% year on year over the 12 months ended August 2026.


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