India may be the largest "connected" nation with more than 800 million Internet users, but its online shopper base is just around a fourth of this number. A key reason for users staying away from online shopping is scepticism over the quality of products sold on the Internet and after-sales service.
E-commerce players looking to reach out to this large untapped customer base are now turning to the next frontier of online shopping live commerce, or selling products online through live video, often in collaboration with influencers, giving shoppers the real-time ability to establish a rapport with brands.
India's nascent live commerce market is expected to notch up a gross merchandise value of around US$5 billion (S$6.6 billion) by 2025, according to Redseer Strategy Consultants. As this sector soars in India, the government is looking at regulating it to curtail unfair trade practices and misleading promotions online.
Last week, the government announced guidelines for social media influencers, including virtual ones, making it mandatory for them to disclose material benefits they may have received from brands for promoting their products and services online.
Diese Geschichte stammt aus der January 25, 2023-Ausgabe von The Straits Times.
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Diese Geschichte stammt aus der January 25, 2023-Ausgabe von The Straits Times.
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