Amazon’s Live platform has pushed 2 crore creator‑led purchases on its marketplace this year, with short‑form shoppable videos embedded in product feeds. Nidhi Thakkar, head of social commerce for emerging markets, said the format lets shoppers “see how a product works, compare options, ask questions and move directly toward purchase.”
Nearly 70% of those purchases come from non‑metro cities such as Bathinda, Bhubaneswar, Coimbatore and Dehradun, a shift that regional creators are driving. Sanjeet Singh, a Bengaluru IT professional, told us that reels give him “an idea of what the product is” before he clicks buy.
Meesho’s order‑generating content grew 140% to 1.7 million in Q1FY27, while Myntra’s Ultimate Glam Clan program attracted more than eight million sign‑ups and produced 12 million pieces of user‑generated content, lifting conversion by about 10% over non‑video shoppers.
Looking ahead, Amazon plans to roll out an expanded Live suite next quarter, incorporating regional creators to deepen reach in tier‑2 markets and drive toward a projected $25 billion GMV boost by 2030.