Flipkart is joining the live commerce rush and actively running live shopping streams on its app with social media influencers. It has also created a feed on its platform where influencers can showcase different fashion wear, which can be purchased directly from the feed.

Flipkart’s partnership with social media platform ShareChat has also gone live, where influencers conduct live sessions on its short video app Moj and their followers can buy goods on Moj itself.

“Building the whole live shopping space also requires building an entire creator base. And it is a considerable effort, and it is a business vertical itself. If Flipkart goes on to build on their own, it will take significant amounts of time and management bandwidth,” an industry executive said.