Why e-commerce companies are making content a core part of their business strategy

 

According to a report by Boston Consulting Group, 2-2.5 million content creators are influencing over $350-400 billion in consumer spending in India. Brands like Myntra have seen a 20% rise in conversions with users who engage with content compared with consumers that do not.

When Flipkart acquired a majority stake in infotainment platform Pinkvilla earlier this month, it became the latest e-commerce player to double down on content marketing. Its fashion platform Myntra also recently launched Glamstream, a shoppable video destination with short-form content that is integrated with the brand’s product range. Rival Nykaa has also been upping its content game with Nykaa TV, its YouTube channel, while also building its influencer-led programmes like the Nykaa Army. Amazon has of course been leading the content playbook with Prime and Amazon MX Player.

E-commercebets big on content-led commerce to woo Gen Z

According to a report by Boston Consulting Group, 2-2.5 million content creators are influencing over $350-400 billion in consumer spending in India. Brands like Myntra have seen a 20% rise in conversions with users who engage with content compared with consumers that do not. Nandita Sinha, CEO, Myntra, adds that almost 90% of decision-making around products and trends are influenced by social media content.

Today, consumers expect more than just a product catalogue when they visit an online store or browse through a shopping app. Compelling stories, authentic information and personalised experiences are what keep consumers coming back. Here’s where content marketing comes in — it builds an emotional connect with customers, forges engagement, and helps convert casual browsers into buyers. As per marketing research and advisory firm Demand Metric, content marketing generates thrice the leads compared to traditional marketing tactics.

For Gen Z consumers, personalised content is the way to go. According to industry estimates, Gen Z accounts for close to half of the `20,000-crore beauty market in India. Speaking at the recent launch of Molten Beauty from Sugar Cosmetics, Sinha pointed out that nearly 25 million Gen Z consumers transact annually on the platform.


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