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Financial Express Lucknow
|September 15, 2025
WHY E-COMMERCE COMPANIES ARE MAKING CONTENT A CORE PART OF THEIR BUSINESS STRATEGY
WHEN FLIPKART ACQUIRED a majority stake in infotainment platform Pinkvilla earlier this month, it became the latest e-commerce player to double down on content marketing. Its fashion platform Myntra also recently launched Glamstream, a shoppable video destination with short-form content that is integrated with the brand's product range. Rival Nykaa has also been upping its content game with Nykaa TV, its YouTube channel, while also building its influencer-led programmes like the Nykaa Army. Amazon has of course been leading the content playbook with Prime and Amazon MX Player.
According to a report by Boston Consulting Group, 2-2.5 million content creators are influencing over $350-400 billion in consumer spending in India. Brands like Myntra have seen a 20% rise in conversions with users who engage with content compared with consumers that do not. Nandita Sinha, CEO, Myntra, adds that almost 90% of decision-making around products and trends are influenced by social media content.
This story is from the September 15, 2025 edition of Financial Express Lucknow.
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