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-commerce bets 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.
Attribution, overexpansion remain challenges for content-first strategies
The acquisition or creation of content platforms is an extension of creator-brand collaborations seen across Meta’s platforms and YouTube feeds, say experts. “Whether it is on the app, on content platforms, on social or creator, content-led strategies work across the funnel from awareness building to driving consideration and purchase,” says Tusharr Kumar, CEO, OML.
Kumar says specialised content platforms understand audiences well and e-commerce platforms can benefit from their expertise. “The key however for brands is to adopt a planned approach with content with well-defined objectives. Not all content will drive sales. Media strategy is also critical. Content that works on one platform may not necessarily work on another,” he adds.
AI tools have also helped brands strengthen their content play from generating product descriptions and personalised recommendations to virtual try-ons.
But content-led strategies come with their own challenges. As Siddharth Devnani, co-founder and COO at SoCheers, points out, a major hurdle is attribution. It is not easy to attribute sales or business results to these investments, making it difficult for e-commerce players to justify future investments.
He also adds that brands can learn a thing or two from The Good Glamm Group, which struggled after aggressive overexpansion. “The company made excellent acquisitions with platforms like MissMalini and ScoopWhoop but had to sell them at a lower price. Firms must have a clear vision for these new acquisitions. You need to maintain engagement with your platform’s audience and keep the fandom alive,” he says.