New physical infrastructure in Mumbai, Bangalore, and Gurgaon to accelerate video-first shopping and influencer-led growth
In a strategic move set to redefine the future of online shopping in India, Flipkart has unveiled its ‘Creator Cities’ initiative — a first-of-its-kind investment in large-scale physical infrastructure for video commerce. Spanning 18,000 sq. ft. across Mumbai, Bangalore, and Gurgaon, these production studios mark Flipkart’s most ambitious step yet in accelerating creator-led shopping experiences, and are expected to catalyse growth for lakhs of brands and sellers across the country.
With over 55 million monthly visitors, Flipkart is witnessing a significant uptick in video consumption, especially among Gen Z and female shoppers, positioning video commerce as a core pillar of its growth strategy. The company has reported an 8X increase in daily live hours over the past year, and a 17X spike in engagement, highlighting the rising influence of content-led discovery in Indian e-commerce.
Building India’s First Creator-Led Video Commerce Ecosystem
Flipkart’s ‘Creator Cities’ provide end-to-end support for influencer marketing and content production, with over 300 production experts and 200+ creators producing content every month. This infrastructure will allow creators from diverse backgrounds to collaborate with sellers and brands, using high-end tools and guided support to build compelling video content that drives commerce.
“Video commerce is rapidly evolving, and Flipkart is at the forefront of shaping this dynamic landscape,” said Neha Agrahari, Senior Director – Video Commerce at Flipkart. “With Creator Cities, we are making a strategic investment in the future of e-commerce, empowering creators, brands, and sellers to connect with consumers in immersive and authentic ways.”
A Gamechanger for Sellers and Digital-Native Consumers
In addition to enhancing content production, the Creator Cities model offers AI-powered real-time tracking and optimisation, allowing brands to scale content with speed and precision. Studios are designed to feature over 400 vertical-specific products daily, with a 12X content spike planned compared to December 2024. This will significantly reduce go-to-market timeframes for sellers while deepening consumer trust through authentic storytelling.
BCG’s latest study underscores this shift: 72 per cent of Gen Z consumers in India cite creators’ social media channels as their primary source of shopping inspiration. With India’s social commerce spending projected to hit $10–14 billion by 2025, Flipkart’s infrastructure investment aims to give creators and sellers a competitive edge.
Flipkart’s Video Commerce Growth Journey
Flipkart has been steadily integrating video into every touchpoint of its app, from homepage banners and product pages to the dedicated ‘Play’ section. Over 10 million hours of customer engagement have been recorded on Flipkart’s video commerce content, with growth concentrated in Tier-2 and Tier-3 cities, where mobile-first consumers are driving the next wave of retail demand.
Through experimental formats like farmer-to-customer livestreams and influencer-curated product showcases, Flipkart has already started merging entertainment and retail — a space expected to grow rapidly in the coming years.
Safe, Scalable, and Future-Ready
Flipkart’s Creator Cities are built for scale, speed, and safety — with round-the-clock medical assistance, trained crew, and robust safety protocols ensuring smooth and secure operations. Each facility is designed to handle high-volume shoots while maintaining consistency in content quality.
