People at Zomato / Flipkart / Amazon / Meesho, what has been the internal conclusion on why video commerce does not work in India?
Doing some research, and the conclusion is just cultural reasons and lesser impact of influencers in India vs. China. Also WeChat. But seems shallow, can somebody help me build on this view?
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In Meesho, it's still growing. Haven't given up on it yet.
The main reason is duplicate product sales on a maximum number of video commerce.
Inability to create and distribute at scale = unable to experiment and churn out high performing content at scale
What do you mean by video commerce? Why do you think it doesn't work in India?
I feel Indian users like broad spectrum content. Not specifics. So if content commerce needs to sky rocket, what might not work is reels/short videos in e-commerce app. My bet would be one commerce company pushing more and more content on apps like ig and share chat. So that, they can skip the problem of variety