EAC4E9 • May 5, 2025

Live Commerce: A Game Changer for India’s E-commerce Landscape | Chitrangana Analysis

The Signal

Picture this: a middle-class family in India, gathered around their television, captivated by a live shopping show. This scene, once a staple of weekend entertainment, is making a comeback in a new digital format—live commerce. As traditional TV shopping has previously generated substantial sales, the rise of live streaming on platforms like YouTube, Instagram, and regional favorites like Chingari indicates a significant shift in consumer buying behaviors. The intersection of real-time engagement and online retail is poised to reshape how millions shop.

How We Found It

Chitrangana’s consultants first observed the potential of live commerce during a recent client engagement with a leading retail brand. As we analyzed purchasing patterns, it became evident that live shopping experiences were not just a passing trend but a viable channel for increasing sales. With e-commerce in India contributing between 19% to 27% to retail—a figure that only reflects a fraction of the active population—it is clear that engaging the remaining 80% offers vast opportunities. Data from the Indian Broadcasting Foundation (IBF) indicates that TV shopping has captured a significant market share, with a revenue increase of 15% from 2022 to 2023. This resurgence in interactive shopping experiences is not merely coincidental; it is a strategic response to evolving consumer preferences.

Patterns Emerging

  • In a recent Chitrangana study, it was revealed that 80% of India’s population remains untapped in e-commerce, indicating a massive opportunity for live commerce to engage these consumers.
  • Traditional TV shopping in India saw a revenue increase of 15% in 2023, demonstrating that the medium still holds significant sway over consumer purchasing behavior.
  • Experts predict that integrating live shopping experiences could boost e-commerce sales by 5-10%, with lower return rates due to enhanced consumer engagement.

Strategic Note

“The shift towards live commerce is not just about sales—it’s about creating a unique shopping experience,” asserts Ashok Kumar, Principal Consultant at Chitrangana. As e-commerce grapples with high return rates, which currently hover around 30%, the ability to engage consumers in real-time can lead to more informed purchasing decisions. By leveraging platforms that resonate with regional audiences, brands can reduce the likelihood of returns. Furthermore, the ROI of integrating live commerce can be significant; a well-executed campaign could involve an initial investment of $500,000, yielding upwards of $2 million in sales within the first year. This is particularly crucial for brands looking to capture the attention of the 80% of the population who have yet to engage with online shopping.

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The Strategic Impact

By 2025, Chitrangana anticipates that 60% of Indian e-commerce platforms will adopt live commerce strategies—this is predicated on the necessity to engage previously untapped demographics and enhance overall sales. However, brands must act swiftly to integrate these strategies before the competition saturates the market.

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