The content-to-commerce boom
Content-driven shopping is reshaping India’s ecommerce scene, as Gen-Z and millennials turn Bollywood buzz and viral series into instant buying cues
By Samidha Jain
Sep 09, 2025, 13:44 IST3 min
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Entertainment is no longer just watched. It’s worn, used and added to carts. Try out a simple Google search for Alia Bhatt’s saris in Rocky Aur Rani Kii Prem Kahaani, and you will get links of ecommerce platforms selling them at anywhere between ₹500 and ₹5,000. When the film released in July 2023, a bunch of creators were buying the saris and making reels on Instagram, mimicking Bhatt’s character in the film. The same would have happened with Kareena Kapoor Khan’s Jab We Met look—only then, the world of social media and the influencer culture was still undiscovered.
India’s content-to-commerce landscape is undergoing a vibrant transformation, driven by the aspirations of millennials and Gen-Z consumers who are increasingly shopping online. Bollywood trends, celebrity styles and viral mini-series are now purchase triggers. Ecommerce giants like Flipkart, Amazon India, Meesho, Nykaa etc are tapping into this shift by integrating shoppable content into their platforms. Flipkart recently announced the acquisition of a majority stake in Pinkvilla India, a leading digital infotainment platform, with an eye on gaining trend insights and creating content for commerce. This is part of the platform’s broader strategy to expand its content footprint and enhance engagement with Gen-Z and millennial audiences, leveraging Pinkvilla’s established brand and audience base.
Flipkart is also experimenting with creator-led formats and video commerce. “In India, where Bollywood and celebrities are powerful cultural touchpoints, these associations shape the preferences of the young generation. Looking ahead, we see Flipkart evolving into a platform where content, community and commerce coexist seamlessly,” says Ravi Iyer, senior vice president, corporate, Flipkart.
According to a May report by the Boston Consulting Group (BCG), titled From Content to Commerce: Mapping India’s Creator Economy, there are close to 2.5 million creators in India, influencing more than 30 percent of consumers, leading to $350-400 billion in consumer spend. It further states that creator-influenced spending is set to reach more than $1 trillion by 2030, unlocking upwards of $100 billion in revenues.
Ecommerce platforms are turning to short-form video content that dominates consumption patterns, with genres such as comedy, movies, daily soaps and fashion leading the charge. Within this landscape, lifestyle categories, particularly fashion, entertainment, beauty and personal care exert the strongest influence on consumer behaviour. The BCG report highlights that nearly 70 percent of brands are planning to scale their investments in creator-led campaigns by 1.5 to 3 times over the next two to three years, although concerns around fake engagement and measuring return on investment remain key hurdles.
Amazon India is actively bridging the gap between content and commerce through several creator-focussed initiatives designed to appeal to younger audiences through programmes like Amazon LIVE and Shopping Videos, which enable real-time interactive shopping experiences via livestreaming. These programmes enable creators to curate personalised storefronts, fostering engaging shopping experiences that resonate with Gen-Z and millennial consumers.
Zahid Khan, director of shopping initiatives for India and emerging markets, Amazon India, sees content as a long-term differentiator in India’s ecommerce space. Amazon India has launched creator programmes through which the platform is actively integrating more video, influencer and editorial content throughout the entire customer journey (from discovery to consideration and purchase) both on its website and across its social media platforms. The programme engages over 100,000 creators across various categories, which create shoppable content on social media apps.
“At Amazon, our focus has always been to simplify the shopping experience while helping customers make more informed purchase decisions. With initiatives like Amazon LIVE and Shopping Videos, customers can not only save time but also better understand the products they are interested in through features such as product highlighting, live promotions, and real-time interactions with influencers,” says Khan.
In addition, the ‘Amazon Influencer Program’ empowers creators to curate personalised storefronts, share shoppable photos, videos and live streams, and inspire customers to discover products across categories. Khan believes these content-led initiatives create a more engaging shopping journey, beyond mere discounts or convenience. “Content brings trust, discovery and inspiration into ecommerce, and we believe that will continue to be a strong differentiator in India’s digital retail landscape,” says Khan.
On an average, Amazon Live and Shopping Videos host over 45 livestreams a day. Khan emphasises that, over time, shopping metrics have shifted from simple click-through rates to more meaningful measures of interaction. For the upcoming festive season, Amazon India is set to host over 2,000 livestreams during Amazon Great Indian Festival 2025. The entertainment-meets-commerce initiative will showcase multiple marquee shows, including the hit series Daily Deal Dhamaka by comedian Sumukhi Suresh, where shoppers can interact live with experts to get personalised product recommendations and instant answers to queries.
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