Fashion retail in India is not a commodity driven business anymore. Gen Z consumers, though value conscious, consider fashion as a way to express themselves. Hence, they want fashion choices that can represent them in the best way possible. For this audience, real-time video commerce is changing the way they approach their fashion shopping. With the combination of live-streaming technology with e-commerce, fashion brands in India are building immersive and interactive shopping experiences for this consumer cohort to close the gap between online and in-store experience. Let us see how video commerce is helping fashion brands with higher customer engagement, conversion rates, and eventual sales growth.
See it like real
GenZ consumers love to consume entertainment and information in the form of short video bytes. Video commerce leverages this habit and enables shoppers to check out their favourite fashion choices being presented by their favourite creators in real time. Live videos allow fashion businesses to showcase clothing items, accessories, and footwear, and other merchandise from multiple angles, highlight fabric quality, and demonstrate how items look in real life. Consumers can directly add the items to their cart and complete checkout, while still enjoying the live stream. So, the entire experience is completely frictionless.
Apart from product discovery, consumers can also directly engage with the brand or creators through interactive features like live chat, instant feedback, and Q&A sessions. They can ask about sizing, pricing, variants, or styling tips and get responses from people they are likely to trust. The live, interactive nature of video commerce fosters urgency, encouraging purchases and reducing cart abandonment. Thus, the likelihood of sales conversation goes up manifold.
Apart from the transactional ease, personal interactions with brand representatives, influencers, or fashion experts provide a sense of community and authenticity, leading to repeat purchases. Retailers can introduce limited-time discounts and exclusive collections during live-streaming events to further increase conversions.
How is video commerce panning out in India
Many global fashion brands and retailers have already embraced live commerce to drive sales and enhance their digital presence. Companies like Zara, Gucci, and Nike have incorporated live-streaming shopping events featuring influencers, celebrities, and brand ambassadors to showcase new collections and engage audiences worldwide. The live commerce market in India is expected to reach a projected revenue of US$ 6.3 billion by 2030, at a compound annual growth rate of 37.1% from 2025 to 2030. Here, fashion brand Snitch has integrated video commerce in its app so that users can watch and create short videos showcasing their favourite Snitch outfits, style tips, and fashion hacks, providing a genuine look at how Snitch products fit into everyday life. Other platforms like Instagram Live, and Amazon Live have also become popular channels for hosting video commerce experiences.
The road ahead
The growing consumption of video content in India indicates that live commerce is here to stay. With the advancement of artificial intelligence (AI) and augmented reality (AR), it will further revolutionize the way consumers shop online. By embracing this tech driven approach, fashion retailers can build stronger relationships with customers, drive higher sales, and stay ahead in an increasingly competitive market. As technology continues to evolve, video commerce will remain a crucial strategy for brands looking to captivate modern consumers and redefine the online shopping experience.
(Views are personal)
