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Flipkart, the Walmart-owned e-commerce company, is experimenting with short shows inside its main app. Reports indicate that Flipkart aims to partner with startups like Terribly Tiny Tales, Pratilipi and other popular apps to begin this journey. The platform is even planning to source content from its digital media arm, Pinkvilla, which it acquired last year. The move comes as short dramas gain more attention in India.
Flipkart is not doing this just to add another entertainment feature. The company wants people to spend more time on its app. The e-commerce app is testing a dedicated microdrama feed within its app, which features customized sections like ‘Today’s top pick for you’, ‘Recommended Favorites’ and ‘Flipkart user’s pick.’
A person associated with this entire decision revealed, “The idea is simple. Flipkart wants to keep users engaged on their app for a long time. Suppose you are watching a piece of content and then crave Diet Coke. You can order it without leaving the app.”
Short shows could give users another reason to open the app even when they are not shopping. The most compelling reason for the e-commerce giant to enter the segment is the rapid growth of India’s short-form video industry. The industry is predicted to reach around Rs. 650 crore by 2028.
Microdramas are built around short episodes and quick stories. They fit well with the way people use their phones today. For Flipkart, this could mean more time spent inside the app. The company already moved beyond regular online shopping with services such as Flipkart Minutes. Microdramas could be its next big push into a different part of the digital market.
However, the e-commerce platform is entering a market dominated by JioHotstar, Amazon MX Player, Kuku TV, Story TV, DashReels, and Quick TV. Pocket FM has also brought back short dramas through Pocket Saga.
Anyway, Flipkart has one major advantage: its large user base. The challenge will be turning casual viewers into regular ones. If its short shows become popular, Flipkart could use them to keep users engaged and create new links between content and shopping.
