Online purchasing is going live to tap the untapped

Online purchasing will stay to faucet the untapped Ms. Sitara is trying to sell a Pyramid clasp sling bag for ₹399. She painstakingly describes the bag’s capabilities with a pal, carefully demonstrating its “ease at the shoulder.” In any other movie, Ms. Diva shows off her pink top, which she explains offers you a “current” appearance, besides being soft, ideal for the summer season. It’s a short, 29-second video, but appearance closer to the display’s bottom right, and you’ll see a ‘Buy Items’ icon. In many ways, this is a throwback to the 90s, while teleshopping networks occupied high slots on cable television. Except nowadays, all of this is going on on a 75-day-old app called BulBul, which has quietly commenced supplying a one-of-a-kind tackle on how eCommerce could be performed in India: content material-led, compared to product-led.

Online purchasing

BulBul was based in November 2018 using Sachin Bhatia, former MakeMyTrip co-founder, Amit Jain, co-founder of medication-delivery startup Pluss Aachen Sianna Liu, a previous senior govt at Chinese short-video corporation Kwai. The fledgling app should quickly be competing in opposition to SimSim; ahese days launched an app founded by former Paytm senior executives Amit Bagaria and Saurabh Vashishth Kunal Suri, formerly of Foodpanda. Krenek Networks, based through former Airtel Wynk CEO Kartik Sheth, is likewise concerned. While those are early days for stay-streaming e-commerce, or “live trade” as it’s miles regarded in China, the opportunity to take online buying beyond the primary 100 million users is what those organizations are excited about.

Video-first Audience

Bagaria of SimSim says, “E-commerce in India nevertheless caters to a minimal purchaser base. Not more than 30-35 million users keep online frequently (greater than three-4 instances/ year). And even this small base stores only for a limited set of classes. Categories like add-ons, unbranded style, home & kitchen, splendor & private care have now not taken off online.


At the heart of this developing hobby in live commerce are the tailwinds that favor access, content, and transaction — all of that have been solved with the aid of one-of-a-kind players. More often than not, the content material piece caters to what’s referred to as a “video-first” target market, determined in large part beyond the metros. These also are language-first users who commonly interact with the Internet on the smartphones of their local language. Over the last two years, live streaming has emerged as the leading supplier of leisure for these customers. Thank Bigo Live.

“These users do not always study product descriptions. They like to be spoon-fed with data about the product,” says a person familiar with BulBul’s plans who requested anonymity as he is not approved to speak to the media. Even as Flipkart and Amazon have tried taking the language course, they have largely presented transliteration, which’s some distance from contextual. “For example, a deal is referred to as ‘sauda,’ that is [too] literal,” the person provides.

Traditional eCommerce platforms are self-serve fashions and are intimidating for the primary-time consumer, says Bagaria, almost akin to walking into a large warehouse and looking for what they need. “It’s a hard technique to find out the right products for your needs. Offline, you talk to the shopkeeper, the salesperson, and the community around you. That’s the way you discover what you need to buy. This process could be callous online, and it wishes to exchange. It needs to be near what happens offline.”


BulBul hosts between 25 and 30 streams an afternoon, noon and six at night, five days a week. Currently, it gives five classes which include “home and kitchen,” “splendor and cosmetics,” “apparel,” “health and gadgets,” and “jewelry and luggage.”

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