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Amazon launches in-person shopping in India • TechCrunch


Amazon has launched a QVC-style in-person shopping spree in India, expanding its offerings in a key overseas market where it has deployed over $6.5 billion to win customers.

The retail group on Friday launched a new service, called Amazon Live, that brings an army of more than 150 creators to host live streams and put products into video. The idea is that influencers, with large followings, will direct their fans to the shopping app and influence them to buy products. They get a discount every time they make a sale.

Amazon Live currently hosts live streams across several categories including electronics, fashion, beauty, and home decor on the app. The videos have received an average of 30 to 600 concurrent views at the time of publication. The company says it will run 15 live streams a day from 10 a.m. to 1 a.m.

The launch follows Walmart-owned Flipkart, Amazon’s main rival in India, which was also testing a similar product on its app earlier this year. Amazon itself quietly launched Live in the US in 2019, trying to capture part of an emerging shopping trend popularized by YouTube, TikTok, and Instagram.

In-person shopping initially gained traction in China, where many influencers seamlessly sell multi-million dollar items in a single broadcast. Austin Li, a well-known influencer, sells over $1 billion in merchandise in one session.

But whether this model will work in India is still a big question.

Meanwhile, New Delhi is preparing to tighten regulations to root out fake and paid product reviews on e-commerce websites and social media platforms. The regulatory framework targeted at those validating goods will to be released soongovernment said.

Amazon Live section on Indian shopping app. Image credit: TechCrunch

On the FAQ page, Amazon has identified the influencer program as an extension of their Amazon Associates (affiliate) program. The company requires these influencers to have a YouTube, Instagram, TikTok, or Facebook account to be eligible.

According to a recent report by investment firm Sanford C. Bernstein, Amazon is lagging Flipkart in India on several key metrics and is struggling to make inroads into smaller Indian cities and towns. Degree. Amazon has so far offered “a weaker proposition in the ‘new’ tradeDomestically, the report added, pointing to innovations by Flipkart and unicorn social commerce platforms Meesho and DealShare.

At stake is one of the last great bull markets in the world. Spending on e-commerce in India, the world’s second-largest internet market, is expected to double in size to more than $130 billion by 2025.



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