Flipkart and Moj app have announced a collaboration to enable Video and Live Commerce experiences for online consumers shopping in India. Moj claims that the platform has the highest monthly active user base of over 160 million members, making it the largest among all Indian short-form video platforms today in India.
Through an in-app integration, Moj users will be able to discover and shop from Flipkart directly. This will help Flipkart to scale video commerce in the country and engage the next 200 million e-commerce customers.
“The rise of short-form video as a preferred content format across India today has created the right opportunity for us to pursue Video and Live Commerce at scale. The strategic collaboration between Flipkart and Moj will play a key role in onboarding the next 200 million e-commerce users while creating an ecosystem that benefits all stakeholders involved – from brands and sellers to content creators,” said Ravi Iyer, Senior Vice President and Head, Corporate Development, Flipkart.
“Given the diverse cultural fabric of our country and with the intention to offer an inclusive e-commerce experience to every consumer, we continue to bridge the gap between audiences through our regional language interface experience which has played a key role in onboarding first-time consumers. Moj’s wide reach through the Indic languages it operates in is another step in this direction. Today, we are at the threshold of creating a brand-new e-commerce experience driven by the best technology and we believe this is going to be well-received by people across the country,” he added.
“At Moj, creators are at the heart of everything we do and one of our key efforts is to help create stable long-term opportunities that help our creator community monetize their amazing content. The creator economy led revenue streams are globally seeing a massive upsurge and this collaboration with Flipkart is a step towards developing a concrete revenue stream for creators in India, while also enhancing the social experience of our users on the platform,” said Manohar Singh Charan, Chief Financial Officer Mohalla Tech Pvt Ltd., the parent company of Moj.
A recent study by Bain & Company, three in four Internet users (or 600 to 650 million Indians) will consume short-form videos by 2025. Whereas a report published by RedSeer Consulting predicts that the gross merchandise value of live commerce through short videos would touch $5 billion in India by 2025.