E-tailers bank on creator content to draw shoppers

Broader selection of products and quicker delivery are no longer adequate to attract buyers

- Sowmya Ramasubramanian

Content commerce has become even more crucial for Flipkart and Meesho as they prepare to go public and face pressure about their next big bets.

(MINT)

For online retailers such as Flipkart, Myntra, Amazon, and Nykaa, the old playbook of a broader selection of products and quicker delivery is no longer enough to draw shoppers. So they are increasingly looking to engage buyers through videos, livestreams and creator content in the hope that it will drive higher sales as growth slows.

Content commerce has become even more crucial for Flipkart and Meesho as they prepare to go public and face pressure to showcase their next big bets, according to analysts and experts.