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Lights, Likes, and a Lakh Crore - How India Can Adopt China's Video Commerce Success

Jul 18, 2024

When a Chinese influencer Li Jiaqi, also known as the “Lipstick King,” sold an astonishing $1.7 billion in goods in 12 hours of livestream last year, the world took notice. This is the future of shopping, and it’s already happening in China. It’s a whole new world, and it’s just getting started. So, how can India join the party? Before that, let’s quick dive into why Video commerce is such a hit in China >>>

P.S. While the world was losing it over COVID-19 in 2020, China was busy shopping up a storm online. Take a look! 🤑

(Source)

Understanding China’s Video Commerce Boom

In 2023, China’s livestream eCommerce market was valued at a jaw-dropping US$695 billion. It seems like everyone there is glued to their screens, watching charismatic hosts showcase the latest trends on apps like Douyin (China’s TikTok) and Taobao Live.

What is this all about anyway? Video commerce, where products come to life in engaging videos, is revolutionizing the way people shop. It’s interactive, entertaining, and oh-so-convenient.

So, what’s behind China’s massive video commerce success? Let’s dive in and explore the unique factors that have fueled its incredible growth.


  • Culture of shopping and gifting: Chinese people have a long history of valuing gifts and enjoying the social aspect of shopping. Video commerce taps into this cultural norm. (Source)

  • Government support: The Chinese government fosters e-commerce through tax incentives and improved internet infrastructure, enabling video commerce platforms to thrive. (Source)

  • Tech-savvy shoppers: China, with over 1 billion internet users and widespread smartphone use, makes online shopping through videos highly convenient due to the adoption of mobile payments.

  • Influencers everywhere: China boasts a massive and influential network of online personalities, known as Key Opinion Leaders (KOLs). These KOLs partner with brands to promote products through live streams and short videos, leveraging their large followings to drive sales. (Source)


The numbers speak for themselves:


  • In January 2024, Dong Yuhui, a live streamer on Douyin, made over 888 million yuan in sales in just one month.

  • Even Luo Yonghao, who’s known for making smartphones, sold over $24 million (110 million yuan) worth of stuff in just 3 hours of live streaming.

  • Zheng Xiang Xiang, a Chinese live streamer, earns $14 million weekly with her unique 3-second product demos.


Those eye-popping sales figures in the video commerce world don’t just happen by magic. Behind the scenes, a whole industry is working tirelessly to keep the content flowing and the sales coming. These are the content factories, the fuel behind the fire of China’s video shopping revolution.

What are Content Factories?

Behind the scenes of China’s video commerce success are “content factories,” also known as influencer farms. These creative hubs are bustling with teams of writers, videographers, editors, and live streamers, all working together to produce a non-stop stream of short videos and live streams. It’s a factory-like approach, but it’s incredibly effective at churning out the engaging content that keeps shoppers glued to their screens.

These content factories have played a significant role in the meteoric rise of many Chinese influencers, fueling the E-commerce growth into a staggering $512 billion market. Some of these factories even train people to become influencers, teaching them how to make it big online. It’s a pretty popular career path in China these days, especially since everyone’s been shopping online more during the pandemic. Well over half of China’s internet population now shops through livestreams.

Okay, so we’ve seen how video commerce is totally blowing up in China. What about India? Are we ready for this whole new way of shopping?

India’s Video Commerce Ascent: Is It the Next China?

Scroll through Instagram Reels or browse Meesho and Flipkart Video, and you’ll quickly notice that video commerce isn’t just a trend in India — it’s becoming a full-blown phenomenon. With live shopping events and eye-catching product showcases popping up everywhere, it’s clear that India is embracing this exciting new way to shop.

The Indian Video Commerce Landscape


  • Live Streaming is booming: Meesho and Flipkart have hopped on the live commerce train, teaming up with influencers to make shopping way more fun and interactive. You can chat with them live, ask questions, and snag deals right then and there. Amazon too hopped in when a saree sale took place during Amazon India’s flagship “Great Indian Festival” event.

  • Short Videos Are Everywhere: Myntra launched a short video platform ‘Myntra Minis’. The new feature will enable people to engage with bite-sized videos to purchase the products highlighted in them. Instagram Reels, Moj, and Josh are bursting with creators making catchy videos showcasing products and trends. It’s a perfect way for young people, who are always on their phones, to discover new stuff.


India’s Got the Goods for Video Commerce Success


  • Tons of Talent: India is overflowing with talented creators and influencers ready to partner with brands and make video shopping even more awesome.

  • Young and Tech-Savvy: With a massive young population that loves trying new things online, India’s got the perfect audience for video commerce to take off.

  • Festival Fever: Our rich cultural heritage, with all its festivals and traditions, is a goldmine for creating exciting themed shopping events that really resonate with people.


These factors create a fertile ground for video commerce to flourish in India. While China has set a high bar, India’s unique strengths position it well to carve its own path in this exciting new landscape.

Should India Have Content Factories?

Imagine India with factories churning out influencer content like a production line, just like China. Sounds possible, right? But here’s the thing — should they?

The US, with its giant influencer scene, is a good example. They have big-name influencers, but you won’t find these content farms there. Why? It all boils down to what people want to see. In the West, viewers crave real, down-to-earth influencers they can connect with. It’s different in Asia, where audiences are cool with more scripted or straightforward content. That’s why you see these around-the-clock live streamers in China — they’re popular!

Back to India. India’s influencer market is all mixed up. Content farms could be a thing, but with so many different preferences, will people buy them? Maybe. But a better bet might be focusing on smaller influencer networks and teaming up with social commerce platforms. This way, influencers can stay true to themselves and connect with their audience, all while selling products — that’s a win-win!

Ultimately, whether India chooses to adopt the content factory model or not, it’s clear that the country has its own unique path to forge in the world of video commerce.

So, while China’s video commerce success story is impressive, India’s potential is undeniable. We have the talent, the technology, and a burgeoning market of eager shoppers ready to embrace this new way of shopping. Will we see Indian influencers selling millions of rupees worth of products in a single live stream? Only time will tell. But one thing is certain: the future of video commerce in India is bright, and we’re only just beginning to scratch the surface of its possibilities. 🚀

Until then, if you’re a creator looking to launch your own brand and want to focus on creating incredible content while leaving the technical work to experts — we’re the perfect partner for you. At MarkupX Brands Brands our mission is simple: to revolutionize the creator economy by empowering you with the team and support you need to grow your brand and build a thriving business. 💌 MARKUPX BRANDS

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