Firework launches shoppable videos and live streams for brands

Bengaluru: Firework, a business-to-business (B2B) short-video platform based in the US, has launched a live stream e-commerce solution that allows businesses and brands to sell products through live shoppable videos and live streams on their own websites.

This comes amid growing consumption of live and short-form video content in India and retailers increasingly setting up their own digital storefronts to reach their customers directly amid the pandemic.

The company said it will showcase these capabilities through a live stream sale on June 30, which will feature products from more than 15 brands, including Portronics, Myra, Knoorie, The Ayurveda Company and Bar Box.


Firework, which counts GSR Ventures, IDG and Lightspeed among its investors, offers a suite of enterprise tools and services that helps businesses and publishers create, curate, and host short videos. This also includes its Open Story Page, which gives customers a dedicated destination and helps them monetise their content.

"The pandemic influenced irreversible change in consumer habits and online shopping has replaced brick-and-mortar stores. However, a ‘serendipitous store–like’ shopping experience is what is missing from online shopping. Brands that are able to effectively offer the joy of brick-and-mortar shopping to an online shopping experience, will emerge as the winners in this space," said Sunil Nair, CEO of Firework India.

Firework, which entered India in October 2019, claims to have tie-ups with over 200 publishers in the country. India is currently one of its largest markets in terms of audience for its open web pages. The platform claims it clocks more than 100 million unique viewers from the country, and over 300 million viewers across the world, every month.

India's live commerce market is expected to clock a gross merchandise value (GMV) of $4-$5 billion by 2025, according to a report by market research firm RedSeer. Of this, the beauty and personal care category is expected to see the highest growth, with more than $1 billion GMV through live commerce by 2025. The category is expected to contribute about 30-40% of the overall GMV while fashion is expected to contribute the remaining 60-70%, it said.