India's live commerce industry to reach $4-5 billion by 2025: report

Driven by beauty and personal care (BPC), India's live commerce market is expected to clock a gross merchandise value (GMV) of $4-$5 billion by 2025, a new report showed on Monday.

Of all the categories, beauty and personal care (BPC) is expected to grow the highest with more than $1 billion GMV through live commerce.

Fashion is expected to contribute 60-70 per cent of the GMV while BPC will contribute the other 30-40 per cent, according to report by market research firm RedSeer.

Live commerce is a form of online shopping where customers make purchases during live streaming video events.

Over the years, we have seen different formats of content with shortform taking over by the storm. It changed how content was captured, perceived and shared.

"Soon, brands followed the route and garnered billions of views in a span of 1-2 days through campaigns, celebrity endorsements on TikTok and later Instagram Reels and more," the report noted.

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