Flipkart and short video platform Moj cooperate to increase investment in Indian social e-commerce

Some time ago, TikTok and Shopify reached a cooperation to allow consumers to shop directly within the TikTok application. This news attracted widespread attention. A few months later, another e-commerce platform and short video platform announced cooperation to explore the in-app shopping model.

Recently, Indian e-commerce platform Flipkart announced that it will expand the scale of its social e-commerce business in India with short video platform Moj. The cooperation between Flipkart and Moj will achieve in-app integration, and users of the Moj platform can directly enter Flipkart shopping.

A recent Bain & Company study showed that by 2025, three-quarters of India’s internet users (about 600 million to 650 million Indians) will watch short videos.

Meanwhile, a report from consulting firm RedSeer Consulting shows that by 2025, the value of goods sold through short videos in India will reach US$5 billion.

Flipkart pointed out that this growth trend shows that consumers and the market are generally interested in the emerging content-oriented business experience field. The rise of short videos as the preferred content format in India has created a good opportunity for it to carry out video and real-time commerce on a large scale.

It is understood that among various short video platforms in India, Moj has the highest number of active users due to its advantages in artificial intelligence, machine learning and content recommendation engines. It has more than 160 million monthly active users and is currently the largest short video platform in India.

Ravi Iyer, Senior Vice President and Head of Corporate Development at Flipkart, said the strategic partnership between Flipkart and Moj will play a key role in onboarding the next 200 million e-commerce users while creating an ecosystem that benefits everyone from brands and sellers to content creators.

Manohar Singh Charan, chief financial officer of Mohalla Tech Pvt Ltd., the parent company of Moj , said that the cooperation with Flipkart will also enhance the social experience of users on the platform.

Recently, in addition to cooperating with Moj, Flipkart is also exploring the development of AR (virtual reality) experience for e-commerce with the social media platform Snapchat. It seems that at present, "social + e-commerce" has become the "new force" in market development.

Flipkart

India

Social e-commerce