Flipkart Bets On Gen-z: Short-form Video, Creator Studios, Ai To Power Next-gen Commerce

Flipkart is reimagining nan early of online shopping by turning to India's astir influential and fast-evolving user cohort: Gen Z. In an exclusive question and reply pinch Business Today, Ramesh Gururaja, Senior Vice President - Consumer Product, Technology and Growth at Flipkart, shared really nan institution is leveraging short-form video, creator ecosystems, inclination mapping, and AI to enactment up successful a quickly changing integer commerce landscape.

Understanding Gen Z: Not Short connected Attention, Just Fast connected nan Trigger

Contrary to celebrated belief, Gururaja doesn’t judge Gen Z suffers from shrinking attraction spans. “They’re much intelligent than us. They conscionable devour contented otherwise — faster, successful shorter bursts, and pinch acold greater ocular engagement,” he said, pointing to a generational displacement driven by platforms for illustration Instagram and TikTok.

Recognising that Gen Z is now nan largest surviving cohort successful India, with important spending powerfulness and power wrong their households, Flipkart is adapting some its interface and connection strategy. From bolder app creation and immersive visuals to connection that resonates much intimately pinch younker culture, Gururaja said, “Even nan measurement we talk is changing. My girl calls maine bro, we person to speak successful nan connection Gen Z relates to.”

From TL;DR to Tappable Video: Reinventing Product Discovery

Product pages connected Flipkart are undergoing a ocular overhaul, moving distant from exhaustive specifications to concise, summarised formats. Short-form videos, some arsenic little arsenic 10 seconds, are being embedded into listings to item not conscionable merchandise features, but besides reasons not to bargain a product, successful a bid to build spot pinch younger shoppers.

“There’s a shift,” said Gururaja. “Consumers don’t conscionable want marque pitches. They want adjacent reviews, third-party validation, and influencer content. And that’s wherever nan video-first attack is paying off.”

This is particularly evident successful manner categories for illustration manner and beauty, but Gururaja noted rising video engagement moreover successful tech-heavy segments for illustration aerial fryers, wherever simplified explanations of specs make a important quality successful acquisition decisions.

Creator Marketplace and Studios: Flipkart’s Grassroots Content Engine

In a move to democratise contented creation, Flipkart has launched a Content Creator Marketplace, which is presently successful beta. The invite-only level allows aspiring creators to prime products, person extended return windows, and gain performance-based commissions for video contented posted connected nan app.

The institution is besides investing successful beingness infrastructure pinch modular studios crossed Indian cities to support creators pinch professional-grade setups. These spaces will beryllium unfastened to some creators and sellers, pinch nary restrictions connected contented being filmed exclusively astatine Flipkart-owned facilities.

“We don’t spot ourselves competing pinch existing creator spaces,” said Gururaja. “The extremity is to alteration each Indian pinch a telephone and passion to go a contented creator — whether for money, fame aliases organization engagement.”

Personalised Discovery and nan Rise of Local Creators

One of nan platform’s advantages, Gururaja added, is its expertise to localise content. Flipkart’s algorithms are designed to aboveground videos by section creators to users successful adjacent geographies, expanding relatability and trust. “You’ll apt resonate much pinch personification from your ain region showcasing a product. That’s wherever nan existent powerfulness of video commerce lies,” he said.

The level is besides nudging creators pinch feedback and devices for improvement, helping them build a pursuing wrong nan Flipkart ecosystem.

Trend-Driven Shopping: From Search to Shoppable Stories

Flipkart has developed AI models to place emerging trends crossed nan internet, whether from Instagram, Google aliases manner editorials, and representation those trends to its catalogue successful real-time. Once tagged, these trends are surfaced arsenic move shoppable destinations wrong nan app.

“The extremity is to shrink nan clip betwixt identifying a inclination and having nan correct merchandise unrecorded connected nan platform,” said Gururaja. “That’s nan adjacent large battleground successful e-commerce.”

A Future Shaped by AI and Conversational Commerce

Looking ahead, Gururaja sees AI arsenic some a situation and an opportunity. “People aren’t going to shop nan accepted measurement anymore — nary much endless scrolling and filtering. They’ll person conversations pinch AI, successful earthy language, successful their ain dialects, and get summarised answers pinch conscionable 3 options.”

This displacement will upend decades of e-commerce logic, and Flipkart is preparing for it. “Everything we knew — from hunt ranking to merchandise item pages — is going to beryllium disrupted,” he said.

While he stopped short of revealing Flipkart’s afloat AI roadmap, Gururaja admitted nan gait of alteration has accelerated beyond precedent. “The mobile gyration took 10 years. The AI activity is evolving daily. We're still figuring retired nan ‘how,’ but nan ‘what’ is undeniable — disruption is already here.”

Flipkart is not conscionable adapting to Gen Z, it’s being propelled by them. From rethinking really products are presented to empowering mundane Indians to go creators, nan institution is betting that visual-first, localised, and AI-powered commerce is nan early of retail. And successful Gururaja’s words, that early is “already knocking connected our door.”