e-commerce
From play to pay the rise of shoppable video
MUMBAI: Talk about retail therapy getting a glow-up, at VIDNET 2025, experts agreed that the journey from “seen it” to “shopping cart” is becoming smoother than ever.
At the 9th edition of the event, a panel featuring Google’s digital ads lead Sahil Khusro, influencer Anisha Dixit, Animera SVP Biswamirta Ray and Elaracapital EVP Karan Taurai unpacked how video, data and creativity are merging to reshape customer behaviour.
Khusro explained that the rules of digital advertising have shifted. It is no longer enough to reach the right user, it is now about reaching them at the right moment. Programmatic buying, he said, delivers this precision by analysing consented first party data and matching it with platforms such as Google and Meta. “Relevance drives outcomes,” he noted, adding that knowing when to stop targeting is just as important as knowing when to start.
Ray highlighted how influencer marketing has matured into a more measured science. With short-form content exploding, brands now expect data-backed decisions across every stage, from creator selection to campaign optimisation. His team often flags inorganic spikes in creator metrics and encourages transparency. “Authenticity and relevance have to be checked before we move forward,” he said.
For creators, striking the balance between entertainment and promotion remains delicate. Dixit said she relies on listening to her audience and keeping branded content relatable. “If it feels forced, no one wants to watch it,” she said. Her go-to formula pairs everyday comedy with a twist at the end to hold attention and boost shares. Credibility, she insisted, is everything. “Oversell even once and your audience will know.”
The discussion also touched on privacy, a rising concern as India prepares for tighter data protection norms. Khusro said the future lies in privacy-safe systems such as cloud-based clean rooms that allow advertisers to understand audiences without exposing personal information.
Karan Taurai, steering the session, reminded the room that technology alone will not win hearts. “Tools can scale, reach and personalise offers, but human instincts about timing, tone and trust still decide whether a viewer clicks buy or scrolls away,” he said. His comment drew nods from creators and marketers who agreed that tech must be married to taste.
Looking ahead, the panel agreed that the next wave of innovation will come from AI-powered personalisation. Khusro pointed to early tools that can dynamically swap products inside a video without reshoots, allowing creators to tailor content for different countries, demographics or even price segments. “The possibilities are endless,” he said.
From smarter data to sharper jokes, from algorithmic targeting to AI-generated customisations, the takeaway was clear. The line between viewing and buying is fading fast and brands that master this blend of creativity and technology stand to win big. For viewers, the future might just be one tap away from temptation.
MUMBAI: From flights to tracks, Cleartrip is now trying to keep every journey on the same ticket. Cleartrip, part of Flipkart, has launched train ticket bookings through a partnership with Indian Railway Catering and Tourism Corporation, marking its entry into India’s vast rail travel ecosystem.
The integration allows users to search, book and manage train journeys directly within the app, as the company pushes towards becoming a unified, multi-modal travel platform. The move plugs Cleartrip into one of the world’s largest transportation networks, where over 800 million reserved passengers travel annually, alongside a daily footfall of around 23 million across Indian Railways.
The offering includes bookings across routes nationwide, covering General and Tatkal quotas as per Ministry of Railways guidelines. Users can also access real-time seat availability, fare insights, PNR status tracking, berth preferences and digital payment options within a single interface.
The expansion reflects a broader shift in travel platforms from specialising in a single mode to stitching together end-to-end journeys. For Cleartrip, the bet is not just on scale, but on simplifying a system often seen as complex and fragmented.
Company executives said the focus is on embedding predictive intelligence and personalisation into the booking journey, aiming to make everything from discovery to post-booking support faster and more intuitive.
The train booking feature is currently live on the app, with plans to extend it to the web platform soon, signalling a push towards a seamless cross-platform experience.
In a country where railways move billions each year, the next battleground for travel apps may well be decided not in the skies, but on the tracks.
