Flipkart’s latest bet on social commerce will be led by influencers and a 'video-based shopping' experience

• Flipkart has announced its foray into social commerce with 2GUD – which was Flipkart’s independent platform for refurbished goods.
• With the new social commerce venture, 2GUD aims to lead a video-based social experience curating content from influencers on fashion, gadgets and more.
• Through the platform influencers will help consumers in their buying decisions.

Indian e-commerce platform Flipkart has announced its foray into social commerce with 2GUD – which was Flipkart’s independent platform for refurbished goods. With the new social commerce venture, 2GUD aims to lead a video-based social experience curating content from influencers on fashion, gadgets and more.

The company said that with “low data costs and an increasing market of first-time internet users in Bharat, especially from Tier 2 and 3 cities”, it sees an opportunity for social commerce in India.

“We want the next 200 million customers to be able to experience social commerce comfortably and build their trust on 2GUD as they come on to the platform for an engaging shopping experience. These consumers quite often face trust and style deficits. In a situation like this, recommendations from a person like yourself or an influencer play a critical role. Influencers are changing the landscape of online retail and bringing greater opportunities for social commerce platforms in India,” said Chanakya Gupta, Head of 2GUD at Flipkart.

Through the platform influencers will help consumers in their buying decisions.

Flipkart has been looking at acquiring the next 200 million users of India. For the same, the company has made several developments. Earlier in June 2020, Flipkart had added three new vernacular languages in addition to the use of Hindi and English on its platform – Tamil, Telugu and Kannada.

“In the past year, we have introduced multiple solutions under voice, video and vernacular to increase ecommerce adoption for millions of consumers. As a homegrown e-commerce marketplace, we understand India and its diversity in a more nuanced way and are building products that have the potential to bring a long-term change,” Kalyan Krishnamurthy, CEO of Flipkart had said during the launch.

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