India’s e-commerce market is changing rapidly. People no longer need Google searches, online listings, or traditional media methods for their shopping experience anymore. They watch before buying any product nowadays.
From Instagram Reels to YouTube Shorts, short videos have become a significant part of today’s shopping experience. For sellers and brands, this is a great chance to turn content into commerce. As per the findings of a recent Meta-initiated survey, 97% of Indians using the Meta platforms watch videos daily, with Reels influencing product discovery, consideration, and purchasing decisions.
Video commerce means using video to showcase, demonstrate, and sell a product.
Rather than simply showing an image of the product, sellers can create a video to demonstrate how a product works, show its features, answer frequently asked questions, compare products, and showcase them in real-life situations.
For example, a seller of home décor products could create a 20-second Reel showing how a decorative lamp transforms a living-room setting. A fashion seller could show the same outfit styled in three different ways. A beauty brand could demonstrate how a product is applied.
With conventional e-commerce, the customer usually starts by searching for a product.
However, the same cannot be said regarding video commerce.
The customer can be scrolling through Instagram or YouTube without any intention of making a purchase. They come across a great video that intrigues them, creating interest. This interest may directly lead them to a product page, marketplace listing, website, or WhatsApp.
According to research conducted by Meta in 2026, this transformation can be described as a transition to a scroll-led discovery ecosystem based on Reels, creators, AI, and messaging. As a result, video becomes tremendously effective in showcasing products that need visual demonstration.
Instagram Reels has become much more than an entertainment format.
The recent India insights report by Meta reveals the strong impact of Reels on the entire purchasing journey from discovering products, considering them and making purchases. The participation of Generation Z in this process is impressive, as 89% of respondents from the age group report daily usage of Reels.
For e-commerce sellers, this shows that it is not essential for the product to wait until the customer comes looking for it, but the product can seek out the customer instead.
A well-prepared Reel can present people with a product they would never search for on their own.
No longer do brands use influencers only for the sake of brand awareness, but now influencers’ creations can impact the process of discovering, considering and purchasing.
Micro and nano-influencers are particularly valuable since their audience trusts their recommendations and finds them more authentic.
A close connection between influencers and marketplaces demonstrates the changes taking place in the industry. In June 2026, Flipkart and Myntra announced the collaboration with Meta that allows influencers to tag products from Flipkart’s catalogues in their posts and reels on Facebook.
There is no single formula for successful video commerce. However, sellers can experiment with several formats:
Show the product in action rather than simply displaying it.
Excellent for products where the transformation is visually noticeable.
Start with a customer problem and demonstrate how the product solves it.
Compare features, quality, sizes, designs or use cases to help customers make decisions.
Real experiences can help build credibility and reduce purchase hesitation.
Show manufacturing, packaging, sourcing or quality-control processes to make the brand more transparent.
Let creators demonstrate or review products in their own style rather than relying entirely on traditional advertisements.
Amazon, Flipkart and Meesho sellers can complement their marketplace strategy with short-form content.
For example, a seller can:
The goal should not simply be getting views.
The real objective is to connect video engagement with product discovery, traffic, conversions and revenue.
Video commerce is also becoming closely connected with artificial intelligence.
AI can help sellers generate video concepts, write scripts, create captions, analyses audience behavior, personalize campaigns and produce variations of creative content.
At the same time, AI is becoming part of the shopping journey itself. Recent 2026 research presented by NIQ found that 92% of surveyed urban Indian shoppers had used at least one AI tool during shopping in the previous month.
This means sellers should think beyond simply creating videos.
The future opportunity lies in connecting AI + video + creators + marketplace listings + performance marketing into one integrated e-commerce strategy.
The traditional e-commerce funnel was relatively straightforward:
The modern journey is becoming more dynamic:
This change is especially important for brands competing in crowded marketplaces. A strong product listing may help a seller convert an existing shopper, but compelling video content can help create demand before the shopper even begins searching.
For Indian e-commerce businesses, video is therefore becoming an important bridge between attention and transactions.
At Dauji Global Tech, we understand that successful marketplace selling requires more than simply uploading products.
From Amazon Account Management and Flipkart Seller Support to Meesho management, product listing optimization, marketplace advertising and e-commerce growth strategies, businesses need an integrated approach to compete effectively.
Video commerce can become another powerful layer of that strategy helping brands improve product visibility, engage potential customers and create stronger connections between social media discovery and marketplace sales.
Your customers are already watching.
The next question is whether your products are appearing in the videos they watch. Dauji Global Tech can help you build a smarter e-commerce strategy that combines marketplace management, digital marketing and content-led growth.
Build visibility. Create engagement. Drive marketplace growth.
Dauji Global Tech — Your Partner for E-commerce & Marketplace Growth.
