Flipkart and Moj announce collaboration for video and live commerce

Ecommerce marketplace Flipkart and homegrown short-video platform Moj on Thursday announced a collaboration to enable video and live commerce experiences at scale.

The collaboration will help Flipkart scale video commerce in the country and engage the next 200 million ecommerce customers. Moj currently has 160 million members, making it the largest among all Indian short-form video platforms.

Under the pact, users on the Moj platform can buy tagged Flipkart marketplace products directly from the video screen.


Besides making ecommerce accessible to millions of first-time users, this collaboration also incentivises content creators in the Moj ecosystem by enabling new commerce-led revenue streams.

Ravi Iyer, head of corporate development at Flipkart, said: “The strategic collaboration between Flipkart and Moj will play a key role in onboarding the next 200 million ecommerce users while creating an ecosystem that benefits all stakeholders involved — from brands and sellers to content creators.”

“The creator economy-led revenue streams are globally seeing a massive upsurge and this collaboration with Flipkart is a step towards developing a concrete revenue stream for creators in India, while also enhancing the social experience of our users on the platform,” said Manohar Singh Charan, chief financial officer at Mohalla Tech Pvt Ltd, the parent company of Moj.

A recent report published by RedSeer Consulting predicts that the gross merchandise value of live commerce through short videos would touch $5 billion in India by 2025. This growth trend indicates prevalent consumer and market interest in this emerging segment of content-led commerce.