E-commerce sites have introduced video streaming services for e-commerce to rope in more users. It becomes content-driven commerce. Amazon’s mini TV not only provides entertainment videos, but also videos on products and trends. They have tied up with other firms to produce content for the app.

It is after all a difference between passive consumption and active e-commerce experience. It is interactive content. Flipkart uses Flipkart video.

Some websites can convert their catalogues into videos instead of images. It saves advertising revenue by sparing ads on OTT channels and social media.

E-commerce platforms earn small ad revenues. But if they tie up with brands and produce relevant content, they can earn more revenues.

Live-stream e-commerce is being practised by China and other Southeast Asian countries. India is just taking the initial steps. Live-stream videos for brands could be monetised through content sponsorships.

Such videos offer reward points too. That makes the audience involved.