India. And if live-commerce was not reserved for the Chinese market?
India is 5 years behind China in the introduction of live-commerce. Myntra (a subsidiary of Flipkart, itself owned by Walmart) is partnering with short-form video platform Moj to launch live commerce (sales shows broadcasted live on the Internet). During the live commerce sessions, products are presented and can be purchased live with a few clicks.
Myntra, a marketplace dedicated to fashion and beauty, is one of the first Indian retailers to test this new shopping model. The Flipkart subsidiary has recruited influencers to promote, live on Moj, the products available on their marketplace.