What Is Social Commerce in Beauty? Flipkart’s Big Bet
Flipkart is pioneering livestream shopping for beauty. Here's how it works and what marketers need to know about India's new digital storefront.
03 Jul'25
By Amanda
What Is Social Commerce in Beauty? Flipkart’s Big Bet
Imagine watching a beauty creator swatch lipsticks live and buying your favourite shade on the same screen. That’s not a YouTube vlog. That’s live commerce, and Flipkart is bringing it to India at scale.
Their new Glam Up Fest livestream features real-time beauty demos with on-screen “Buy Now” buttons, offers, and creator interaction.
It’s more than content—it’s commerce with urgency.
Why Flipkart Is Betting on Live Shopping
- Time-on-platform: Flipkart’s video features increase user session length by up to 2x
- Creator-powered sales: Live streams convert at 3–5% higher than static product pages, per Inc42
- Interactive trust: Shoppers ask real questions in real time—building authenticity
It’s QVC meets Instagram Live minus the TV, plus UGC flair.
What the Data Says
- 3.2x lift in click-through on livestream vs static ads
- ~70% of viewers watch for at least 15 seconds (benchmark for high engagement)
- Flipkart's beauty category has grown by 40% YoY since adding live features (ET Retail)
How It Works: Flipkart’s Live Video Shopping Model
1. Creator Hosts Live Stream: They swatch, demo, and explain products in real-time
2. Viewers' comments and React Questions about shades, skin types, or offers are answered live
3. Tap-to-Buy Buy buttons pop up as products are shown
Why Beauty Brands Should Care
- Democratized visibility: Smaller brands can shine if their creator hosts nail it
- Authenticity > ads: Viewers trust the live moment more than polished commercials
- Speed-to-sale: Live + limited offers = FOMO conversion
If Instagram Reels drove awareness, Flipkart livestreams drive action.
Features Brands Should Build for Live Shopping
How to Prepare Your Brand for It
- Create vertical motion assets that explain ingredients live
- Train creators with 10-second CTAs
- Use animated overlays showing texture, results, or before/after
- Build offers into the narrative
Social commerce isn’t optional; it’s the next evolution of how beauty is discovered and bought. Flipkart has opened the door. The brands that prepare visual content for this moment, not just Instagram, will dominate conversion.
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