You might open your phone just to watch a few reels, only to find yourself shopping for a kurta, a skincare product or a gadget minutes later. For e-commerce companies, that shift from scrolling to spending is becoming a big business opportunity.
Indians are increasingly discovering products through videos before making purchases online, as e-commerce companies like Amazon and Flipksrt turn to creator-led content, live demonstrations and shoppable clips to drive sales, The Times of India's (TOI) Asmita Dey has reported.
