E-commerce platform Flipkart is heavily investing in personalisation, GenAI, and video commerce to enhance customer engagement and drive growth, particularly during its annual festive sale, The Big Billion Days,͏͏ according͏͏ to͏͏ senior͏͏ executives.
“Personalisation,͏͏ GenAI,͏͏ and͏͏ video͏͏ commerce͏͏ are͏͏ our͏͏ primary͏͏ focuses.͏͏ The͏͏ more͏͏ we͏͏ tailor͏͏ and͏͏ customise͏͏ experiences,͏͏ the͏͏ better͏͏ the͏͏ customer͏͏ response,”͏͏ said͏͏ Harsh͏͏ Chaudhary,͏͏ VP͏͏ -͏͏ Growth͏͏ at͏͏ Flipkart.
Live͏͏ Commerce͏͏ Significantly͏͏ Increases͏͏ Conversion͏͏ Rates:
Sharing͏͏ insights͏͏ from͏͏ last͏͏ year’s͏͏ BBD͏͏ sale,͏͏ Chaudhary͏͏ noted͏͏ that͏͏ conversion͏͏ rates͏͏ through͏͏ live͏͏ commerce͏͏ doubled͏͏ compared͏͏ to͏͏ traditional͏͏ product͏͏ pages.͏͏ “Brands͏͏ leveraging͏͏ live͏͏ commerce͏͏ during͏͏ BBD͏͏ events͏͏ have͏͏ experienced͏͏ significant͏͏ increases͏͏ in͏͏ conversion,͏͏ particularly͏͏ in͏͏ high-trust͏͏ categories͏͏ such͏͏ as͏͏ electronics͏͏ and͏͏ beauty,”͏͏ he͏͏ added.
Continue͏͏ Exploring:͏͏ Flipkart launches͏͏ B2B͏͏ app͏͏ for͏͏ refurbished͏͏ product͏͏ sellers͏͏ ahead͏͏ of͏͏ Big Billion Day
Tier͏͏ 2͏͏ Users͏͏ Dominate͏͏ Video͏͏ Commerce͏͏ Engagement:
Additionally,͏͏ Chaudhary͏͏ mentioned͏͏ that͏͏ users͏͏ from͏͏ tier͏͏ 2͏͏ and͏͏ above͏͏ regions͏͏ accounted͏͏ for͏͏ 65͏͏ per͏͏ cent͏͏ of͏͏ Flipkart’s͏͏ total͏͏ video͏͏ commerce͏͏ engagement͏͏ across͏͏ key͏͏ categories͏͏ such͏͏ as͏͏ fashion,͏͏ beauty,͏͏ personal͏͏ care,͏͏ home͏͏ decor,͏͏ and͏͏ furnishings.
Emphasising͏͏ the͏͏ growth͏͏ of͏͏ Flipkart’s͏͏ ad͏͏ vertical͏͏ ahead͏͏ of͏͏ BBD,͏͏ Sandeep͏͏ Karwa,͏͏ VP͏͏ of͏͏ Flipkart͏͏ Ads,͏͏ stated,͏͏ “In͏͏ the͏͏ last͏͏ BBD,͏͏ our͏͏ target͏͏ audience͏͏ was͏͏ around͏͏ 500.͏͏ This͏͏ year,͏͏ we’ve͏͏ expanded͏͏ that͏͏ to͏͏ nearly͏͏ 5,000,͏͏ representing͏͏ a͏͏ 10x͏͏ increase͏͏ in͏͏ the͏͏ audience͏͏ that͏͏ brands͏͏ can͏͏ target͏͏ through͏͏ Flipkart͏͏ ads.”
Karwa͏͏ also͏͏ noted͏͏ that͏͏ in͏͏ the͏͏ past͏͏ year,͏͏ 50͏͏ per͏͏ cent͏͏ of͏͏ Flipkart͏͏ sellers͏͏ have͏͏ experienced͏͏ over͏͏ 100͏͏ per͏͏ cent͏͏ growth͏͏ in͏͏ their͏͏ on-app͏͏ customer͏͏ reach͏͏ through͏͏ Flipkart͏͏ ad͏͏ products.
