India’s festive shopping revolution: Short videos drive over 47% of consumer choices

As the festive season gains momentum in India, a seismic shift in how consumers make purchasing decisions is emerging, driven by the rise of short-form videos. According to a report titled ‘Short form, big impact: Festive blueprint’ from social media platforms ShareChat and Moj, nearly 47% of Indian consumers now turn to these bite-sized videos to influence their buying decisions. This marks a new chapter in India's digital consumer behaviour, where a simple video clip can determine what ends up in shopping carts across the country.

Short-form videos—those quick, engaging clips often no longer than a minute—have ingrained themselves into the daily routines of 81% of Indian consumers. Among the most influenced are people aged 25 to 44 years, with almost half of them basing their purchase decisions on the content they consume on these platforms.

This data underscores the growing influence of platforms like Snapchat, Instagram, ShareChat and Moj, particularly as they cater to India’s increasingly digital-first population. With festive shopping in full swing, they have become more than entertainment hubs; they are powerful drivers of consumer choice.

One of the key findings in the report is the direct correlation between time spent watching short videos and the likelihood of a purchase. 59% of users who watch more than an hour of short-form content daily tend to make purchase decisions based on these videos.

These platforms are no longer just arenas for passive consumption but are influencing everything from fashion and home décor to beauty products and electronics. This is particularly noticeable in tier 3 cities, where short-form videos—especially those led by creators—are shaping the choices of a substantial portion of the population.

Interestingly, the language in which content is consumed plays a vital role. A staggering 86% of users prefer content in their native language, and 84% find such content more relatable and trustworthy.

This local language preference is shaping not only the type of videos being made but also the purchases stemming from them. Around 45% of Indian consumers make purchases based on videos created by influencers in their regional languages. This trend is especially pronounced in smaller towns and cities, where local language content creators are driving high levels of engagement during the festive season.

The rise of micro-influencers, especially in non-metro areas, is another significant aspect of this digital shopping revolution. Nearly 70% of content creators ramp up their video production during the festive season, and 79% experience increased user engagement as a result.

This surge in content creation aligns with the growing consumer appetite for personalised recommendations from influencers they trust. During the festive season, clothing, home décor, and gifts top the list of popular categories, followed closely by beauty products, food, and electronics.

Regional differences also emerge in how consumers interact with brands during this time. For instance, 34% of shoppers nationwide are open to exploring new brands during the festive season, but brand loyalty remains strong in the South, where 68% of shoppers prefer their trusted favourites.

In contrast, nearly 39% of consumers in Western India show a strong curiosity to try new brands. For brands, this presents both a challenge and an opportunity: the need to balance innovation with familiarity to capture the attention of a diverse and evolving consumer base.

Gaurav Jain, chief business officer of ShareChat and Moj, noted the role short-form video platforms are playing in connecting consumers and brands during this shopping season. "We are living in a transformative era where short videos are driving purchase decisions for most of the Indians. By leveraging the power of short-form content, regional language preferences, and trusted creators, brands can optimise their impact and drive significant sales.”

The report, based on insights from 6,000 users and 100 creators across the platforms, also highlighted the critical role short videos play in both metro and non-metro areas. Consumers in Tier 3 cities are increasingly influenced by short videos, with 49% making purchase decisions based on them—slightly higher than the 45.7% average in other regions.

As India's digital landscape continues to evolve, the role of short-form videos in driving consumer decisions is likely to grow. What began as a platform for quick entertainment is now a critical tool for brands to engage with India’s digitally savvy population, especially as festive shopping takes centre stage. In a country where language, culture, and consumer habits vary widely, short-form content has proven to be an adaptable and effective means of reaching diverse audiences, ensuring brands remain top-of-mind during one of the busiest shopping seasons of the year.