DIGITAL Ecommerce ERA OF LIVE COMMERCE January 2023 Foreword • Over the last few years, on-demand digital • The huge opportunity presented by content consumption in India has risen short-form video content in India is the multi-fold. With people having ample free inspiration behind this publication intended time the viewership of different digital for various industry stakeholders. Our content formats has soared. Particularly endeavor with this report is to underline key short-form video, which was made hugely user behavior, share 1Lattice perspectives on popular by TikTok continued to grow the outlook and highlight the future trajectory despite the ban on the app in June 2020. of Indian short video space. We have given Immediately after the ban a huge void was special focus to generally overlooked created in the market with users scrambling commerce opportunities available to short for alternatives. The ban opened video apps. opportunities for a slew of brands to get • Homegrown short-video apps are eyeing the even bigger - Roposo, Chingari, Trell, and live commerce space to expand their so on. Others such as Josh, Moj, Gaana revenue pool. Already equipped with Hotshots entered the market. Global players new-age tech capabilities and the like Instagram & YouTube started offering advantage of having an expansive network short-video feature or a separate tab as of content creators, foraying into live part of the overall service further crowding commerce is the natural progression for most the space. With the players innovating in of them. the market, the user base is expected to swell to 650M by CY25. • We, at 1Lattice, hope you will find the report informative and look forward to continuing • While currently, the monetization remains the discussion with our friends across sectors low, our research indicates that the user and exchanging notes as the situation base is monetizable and looking at analogs evolves. from China we believe the future for India short-form video apps is bright. Director [1/2] Key takeaways Rise of short video apps in the digital media ecosystem • In a very short period, short video apps have become a critical part of the digital media ecosystem in India with an active user base of ~250M that is expected to reach ~650M by 2025 • The market is booming (2x growth in user base, 10x+ growth in total time spent over 2018-21) and has massive growth headroom • Today, multiple global and local platforms constitute India’s short-form video market. Top five Indian players account for 85% of the combined monthly active user base. These platforms have a large, engaged user base, are well-funded, and are differentiating on multiple fronts to drive scale and engagement Emergence of a robust creator ecosystem • Short video explosion has led to the emergence of a new wave of creators with communities of followers across multiple platforms - India today has more than 45 million users who create and post at least one short-form video in a month. This is giving rise to a robust creator economy - an enabling ecosystem of players helping creators with content creation, monetization, financing, and business management • Short video apps have democratized content creation and enabled creators to monetize their follower base through brand collaborations and commerce © 1 Lattice | 03 [2/2] Key takeaways Symbiotic evolution of video content and commerce • The rise of short-form video as a preferred content format across India today has created avenues for ‘creator and content-led commerce’, wherein users are going to consider buying products basis influencer recommendations • Players are moving aggressively to create a new category of creator-led entertainment: - Roposo has created creator-led live entertainment commerce through Shop 101 acquisition along with Glance collective to attract the best of creators and celebrities - Chingari already has content in shoppable formats and is in process of adding commerce - Trell is focused on lifestyle-focused social commerce • Larger e-commerce players like Amazon and Flipkart are also focusing on developing the capability of live commerce and are partnering with short video apps Consumers are embracing the e-commerce journey through entertainment • User base is monetizable: The users have quality smartphones, spend online, and are existing consumers of many apparels, FMCG, and personal care brands. Users are showing propensity for shopping through these apps • Users are already following brand pages and discovering new products on short video apps and have shown inclination towards buying products from these apps • Celebrity and influencer-endorsed products are more sought after by these app users • Ease of discovery, payment, trust in the seller and blend of entertainment with shopping are the primary drivers for commerce adoption among users © 1 Lattice | 04 Agenda Market landscape: Journey from short-form to e-commerce Indian consumer behavior with respect to commerce DIGITAL Ecommerce Indian digital media ecosystem is disrupting the status quo of traditional media; short-form video apps have become critical part of digital media ecosystem [1/2] News & entertainment Social media Browsers, Interactive Music / audio Classifieds, dating, Long video / Aggregator keyboards games (casual, books / podcast social commerce Publishers UGC Short video #OTT platforms & messenger fantasy gaming) streaming & super apps •Wide •Only PGC •Some are •Entertainm- •Short-form •Pure OTT / •Audio books - •Interactive •Online variety of content available ent entertainment content audio versions quizzes - online classifieds - content in multiple mid-to-long videos with creators - of books, multiplayer trivia online advertising •Some are from languages form video duration of video magazines, etc. games available **PGC & less than 5 streaming in multiple •Social •Streaming stringers mins service and languages media (includes radio) production •Some have (*UGC) •Caters to the - music company social short streaming features & attention •TV services available span of broadcasters •Podcast and in multiple consumers - streaming web RJ - languages services that •Allows streaming broadcast live consumption service for TV and other of more audio types of video content entertainment content (other than music) Note(s): *User generated content, **Publisher generated content, #Over-the-top © 1 Lattice | 06 Source(s): 1Lattice analysis DIGITAL Ecommerce Indian digital media ecosystem is disrupting the status quo of traditional media; short-form video apps have become critical part of digital media ecosystem [2/2] News & entertainment Social media Browsers, Interactive Long video / Music / audio Classifieds, dating, Aggregator keyboards games (casual, #OTT books / podcast social commerce Publishers UGC Short video & messenger fantasy gaming) platforms streaming & super apps •Advertising •Advertising •Advertising •Advertising •Advertising •Subscription •Advertising •Advertising •Advertising •Subscription •Subscrip •Social •Advertising •Subscription •Entry fees commerce - tion Buzzfeed Note(s): *User generated content, **Publisher generated content, #Over-the-top © 1 Lattice | 07 Source(s): 1Lattice analysis DIGITAL Ecommerce The market is booming with doubling of the user base; overall time spent has increased 10X times MAU Post Jio era (with low data prices) Chinese apps banned TikTok entered India 300 Short video app monthly active users in India 250 (M) 210M 200 250M 150 Ban of Chinese apps 100 50 20M TikTok entered India 0 Jio launch Roposo acquired by Musical.ly entered India in Aug Banned by Indian govt. in June 20 Chinese apps got banned Glance in Nov-19 2014 which later got acquired by (Jun 2020) ByteDance in Nov 2017 Note(s): Instagram Reels users are not added in the MAU data © 1 Lattice | 08 Source(s): Secondary research, App Annie, 1Lattice analysis DIGITAL Ecommerce Top Indian players share 85% of the overall MAUs; All these apps are eyeing the live commerce space to expand their revenue pool [1/2] Parent company About parent company MAU (M) (Sept 21) Indian social media & social 100-120 networking service Moj Sharechat Indian content & news 120-140 aggregator application Verse Innovation Josh Multinational mobile advertising 35-45 technology company Roposo Mobile marketing platform 190-200 Instagram reels Source(s): App reviews, Play Store app ranking, 1Lattice analysis © 1 Lattice | 09 DIGITAL Ecommerce Top Indian players share 85% of the overall MAUs; All these apps are eyeing the live commerce space to expand their revenue pool [2/2] Parent company About parent company MAU (M) (Sept 21) Online social media & 30-45 Trell Experiences social networking platform Trell Online social platform for 30-45 Chingari sharing short videos Chingari Overall unique MAUs 250M Indian players have 85% of the overall MAUs of short video Source(s): App reviews, Play Store app ranking, 1Lattice analysis © 1 Lattice | 10 App features DIGITAL Ecommerce Apps are focusing on features for users across personalization, social and camera features for content creation Description Feature • Videos of content creators followed by the person Following For you • Curated trending videos on the app • Profile of the person using the account Account profile • Notifications regarding new videos / comments Notifications • Send and receive messages from friends on the app Inbox / messages • Follow a content creator View / follow profile • Like a video Like • Comment on a video Comment • Share a video through various social media options (WhatsApp, Share Facebook etc.) and other channels such as mail, message etc. • Save a video Save • Original source of audio used in a video (if it is not original) and Audio other videos on the app using that audio • Upload a video from the phone Upload • Search for trending / specific videos Search / discover Source(s): Company websites, 1Lattice analysis © 1 Lattice | 11 Content partnerships DIGITAL Ecommerce Players have been engaging in partnership to expand content base Partnered with Arre to host Partnership for regional content Partnership for OTT content Live commerce partnership with bite-sized video content Flipkart • Strategic partnership with East • Roposo partnered with ALT Balaji, • Collaborated with e-commerce • Partnered with entertainment Indian media company SVF, to an OTT platform. As a result, giant Flipkart to enable live media brand Arre. Trell will enable production of more Roposo users and creators can commerce. Moj users can buy introduce Arre’s verified brand regional content and to extend watch some content on the tagged Flipkart marketplace page on its platform and will host their music library, webs series, platform, from ALTBalaji products directly from the video popular bite-sized video content films etc. on its platform screen from Arre’s series for its users Initiative for impact videos of life across the country Collaboration for music library lessons & experiences Travel content for RAKTDA • Collaborated with Saregama to • Launched Pride of India program • Partnered with Ras Al Khaimah Partnered with CSK for their give its users access to Saregama’s with achievers like Babita Phogat, Tourism Development Authority to digital mandate music library Chandro Tomar etc, who got focus on travel related short-video Roposo profiles to share life • Collaborated with Indian Premier content for the Emirate of Ras Al lessons and experiences League team Chennai Super Kings Khaimah in UAE to handle the team’s digital Partnership for exclusive match highlights & other videos • Collaborated with Star Sports to promote Pro Kabaddi League. Users get access to match highlight, behind the scenes footage, & interviews Source(s): Company websites, 1Lattice analysis © 1 Lattice | 12 Creator ecosystem expansion DIGITAL Ecommerce Explosion of these apps has led to the emergence of a new wave of creator ecosystem, creating a base of 45M creators [1/2] Josh came up with Moj started challenges like Announces contests based Trell announced Online contests & #EkNumber challenge, etc. to #MojDance, on events like Mother’s day, #TrellxLakmeFashionWeek challenges keep users engaged #GunShotChallenge, etc. Friendships day, etc. challenge, #TrellMereYaar World Famous (Talent Hunt), Moj SuperstarHunt, Reached out to over 150 4 Creathorns Moj Talks cities offline for its talent hunt Offline eventst and 8 Agents of Josh contest Partnered with Universal Partnered with Big Boss, Joined hands with Ekta Partnered with Chennai Music Group, T-Series, Sony, T-Series, SVF Music Partners, Kapoor’s home décor brand Super Kings, Arre, etc Collaborations SVF, Divo Music, etc. SUGAR Cosmetics, Flipkart etc. Josh All Stars’ training Moj Talks to enable popular Roposo launched Talent hunt Training tutorial provided for Training academy - 6-week program creators to share knowledge to identify and encourage new content creators /mentorship for personalized grooming and groom young creators content creators programs of creators © 1 Lattice | 13 Creator ecosystem expansion DIGITAL Ecommerce Explosion of these apps has led to the emergence of a new wave of creator ecosystem, creating a base of 45M creators [2/2] Fund for content - - - - creators Infrastructure for - - Josh studios setup - content creation Getting brands onboarded to Collaborated with Flipkart to Collaborated with over Offering products from Brand sponsor challenges and share enable live commerce videos 2,000 stores for its online beauty and personal care endorsements & revenue with content creators and incentivize creators Roposo e-commerce brands including Lakmé, advertisements shopping Tresemme, Ponds, etc. Creator 45M ecosystem size © 1 Lattice | 14 Platform monetization DIGITAL Ecommerce Equipped with new-age tech capabilities, content partnerships, expansive network of content creators, foraying into live commerce is the natural progression Experience Escapism zone Description Monetization avenues • In-feed advertisements Advertisements • Brand endorsements through challenges In-app purchases • Live e-commerce/video commerce/buy in app / Commerce • Feature for users to buy comments (which gets highlighted) • Buy virtual gifts and send to streamers in Live Streaming & live session Virtual Gifting • Buy service to share screen with celebs • Subscriptions to premium features / on-demand videos Subscription to premium services • Exclusive / live contents from movies / shows • Subscriptions to in app masterclasses Banned by Indian govt. in June 20, numbers are pre-ban Currently using Likely to use No Source(s): The Media Ant, Twitter, Press reviews, 1Lattice analysis © 1 Lattice | 15 DIGITAL Ecommerce The early adopters: Roposo, Chingari, Trell today have created the right opportunity to play live commerce at scale Merchant onboarding Influencer / relevant content E-commerce enablement • Entered a JV with Collective Artists Network - a • Onboarded 250 brands and is adding more leading talent management agency in India to D2C brands on the platform • Acquired online shopping app launch influencer and celebrity led brands Shop 101 to drive social • Launched creator-led live entertainment • Partnered with Ekta Kapoor to launch EK, a creator commerce commerce to allow creators to live stream their consumer brand - a celebrity-led home décor, home products/offerings to users furnishing and wellness brand • The platform will also enable creators to monetize by • Launched its own crypto token • Apart from NFT marketplace, it is also focusing selling their videos to collectors or through earning and is focusing on NFT on social commerce and has entered into a tokens from their viewers partnership with Amazon to roll-out shoppable (non-fungible token) • Listing fees for each video listed on the platform and videos in the platform marketplace trading fees for any video traded on the platform • Launched Trell shop in August • Onboarded 500+ personal care and beauty 2020, allowing in-app brands including Maybelline, L’Oreal and • Allowed creators with over 50K followers to purchases and offering Garnier advertise partner brands through their posts • Partnered with H&M to showcase their products personalized recommendations and deepen category mix to include fabrics to users © 1 Lattice | 16 Live commerce DIGITAL Ecommerce Even large e-commerce players see opportunity in live commerce • Brand shopping • Collaborated with • Myntra has launched • Meesho is planning on experiences , which Moj , the Indian M-Live , its live developing includes ‘Amazon Live’ short-video platform, to streaming & live live-streaming enable video and live commerce platform , platform which will be • Amazon Live is a tool commerce which provides an offered to sellers on the which has been experience at scale interactive & real-time platform for a charge designed to educate & live shopping entertain customers • The plan includes experience to its through live video onboarding a large consumers format number of influencers • M-Live will build on the on the app to do the already existing selling content-led commerce initiatives of Myntra such as Myntra Studio (personalized fashion influencer content) & Myntra Fashion Superstar (digital reality show for social media fashion influencers) Source(s): Secondary research, 1Lattice analysis © 1 Lattice | 17 Agenda Market landscape: Journey from short-form to e-commerce Indian consumer behavior with respect to commerce Product discovery DIGITAL Ecommerce Product discovery is shifting more towards digital; Endorsements from creators, influencers and recommendations on social media are emerging new use cases Q. How do you typically find out about new brands / products for online shopping ? Top 3 ways users explore new brands / products Product discovery is shifting towards YouTube videos 42% digital 1 Word-of-mouth 42% from family / friends Ads on traditional media 41% (TV / newspaper / magazines) Traditional mode of digital remains popular : Most users continue to discover Shopping apps/websites 40% new brands via traditional digital media 2 modes like YouTube videos, brand websites and ads on social media Brand / product websites 39% Commerce opportunity from celebrity / Ads seen on social media 37% influencer endorsement : Endorsements from creators / influencers and Recommendations / comments 3 22% recommendations on social media are on social media emerging new use cases Endorsements from creators 22% / influencers In-app promotions 10% Digital mode Traditional Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 19 Platform monetization - Commerce DIGITAL Ecommerce User base is savvy in online shopping and is ready for transactions on video content apps ~30% users shop at least once a month, and ~30% users Propensity to purchase from apps with content & creator spend more than INR 2K on online shopping in a month endorsement is 5X for the users who already purchase online Would you be willing to purchase through these applications ? 200 170 170 170 30 Only when a None, 12% No, 12% product is needed, Less than 15% No, 32% INR 500, 1% Only during sale / promotion, 13% INR 500 – 1K , 22% No, 72% Once in INR 1K-2K , 2-3 months, Maybe, 34% 34% 43% Yes, 88% INR 2K - 5K , 1-2 times 28% Yes, 34% Maybe, 22% a month, 29% INR 5K - 10K , 4% Yes, 6% Buying products online Frequency of orders Avg monthly expenditure Online purchase through Online purchase through short video applications short video applications (Customers who purchase (Customers who do not products online) purchase products online) Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 20 Platform monetization - Commerce DIGITAL Ecommerce Celebrity and influencer endorsed products are more sought after by users Q. What type of brands will you buy from video content apps ? Preferred endorsing personalities for commerce What this means 8% Attract more celebrities on the platform to 1 25% build commerce 27% Create new product lines around celebrities 2 Promote existing brands through influencers 3 40% Buying preference I am open to buying Brands endorsed by popular Brands that I am familiar with, irrespective Brands endorsed by celebrities Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 21 Platform monetization - Commerce DIGITAL Ecommerce Users are already following brand pages and discovering new products; Emerging trend for buying products online Q. Which of the following activities do you do on short video apps ? Activities users conduct on these apps What it means for commerce Consumers seek new products : Users are Follow brand pages 76% on short video apps looking to explore new products and have also 1 tried to buy products used in the content Proactively seek 71% new products Short video is good place for brand pages : Most users actively follow brand pages Value 2 prop for brands to engage with customers Buy products shown on short video 67% apps (both offline / online) Discover new 64% brands / products Explore buying the products seen in 56% short video app (both offline / online) % of users that perform the activity Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 22 Platform monetization - Commerce DIGITAL Ecommerce Ease of discovery, payment & trust on the sellers are the key drivers while cart building on websites is a barrier for ecommerce adoption Ease of discovery and payment are the Cart building on ecommerce websites and primary reasons for commerce adoption official brand websites are the key barriers Q. What is the additional value you see in buying Q. What stops you from shopping on short video apps ? Drivers of adoption from short video apps (top 3 most relevant) ? Value drivers in buying from short video apps Barriers in buying from short video apps • Ease of discovering (%) (%) brands • Ease of payment Ease of discovering I prefer to buy a lot of things at • Trust in seller 58% 46% brands once from e-commerce websites • Blend of entertainment & Ease of payment 44% I prefer to buy from officia shopping 13% websites of brands / products Trust in the seller 42% I don’t trust short video apps for Barriers to adoption 13% shopping because of privacy concerns Entertainment combined 40% with shopping • Bulk shopping from I might buy impulsively from these ecommerce websites 12% apps, I want to avoid that • Product quality and Product visualization 40% privacy concerns I don’t trust the seller on Ease of finding popular / 10% these applications 38% in trend products I need an option to return /exchange 6% Privacy in shopping 33% products if they are not good Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 23 Shopping preference on short video apps DIGITAL Ecommerce Fashion, health & wellness and home decor are the top sought categories among users ~30% users are interested in purchasing fashion related Short video apps like Roposo and Trell monetize items (clothes, apparel, accessories, etc.) through e-stores of celebrities and brands Fashion-clothes & accessories Health / wellness Home decor & appliances ~31% users ~22% users ~21% users Market size: US$ 73.6B Market size: US$ 1.3B Market size: US$ 14.2B Books and toys / games Electronics and accessories Beauty / skincare ~15% users ~13% users ~8% users Market size: US$ 2.2B Market size: US$ 141.0B Market size: US$ 10.0B Source(s): Short video app user survey, Euromonitor reports, 1Lattice analysis © 1 Lattice | 24 User engagement DIGITAL Ecommerce Sharing content, live streaming with influencers allows deeper engagement within these apps; Emerging preference for buying influencer recommended products Q. On a scale of 1 to 5, while using a short video app, how likely are you to do any of the below ? User engagement within these apps How can apps capitalize 2% Sharing as a crucial promotion tool : Users Share video with my friends 53% 42% 3% act as promoters of the good content of short 1 video 1% Share video on my own 26% 54% 15% feed / page 4% Great interest in sharing a live session with influencers : There is a huge demand from users 4% 2 Go live with my for features that facilitate collaboration with 37% 40% 14% favourite influencers or celebrities 5% influencer Buy products recommended by 4% 9% 26% 32% 29% Virtual gifting is niche : Use case of virtual influencers on the short video app gifting is not very clear, use case needs to be 3 Interact with the people I follow in a clearly developed 2% 8% LIVE session and engage with them 49% 29% 11% by gifting them stickers or virtual gifts Very interested Interested Neutral Not interested Not at all interested Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 25 Willingness to create content DIGITAL Ecommerce ~45% users are willing to turn into content creators with strong motivation to become famous and share creativity or talent ~45% users are willing to turn into 55% of the potential creators want to use the opportunity content creators to get brand endorsements Q. If given an option, would you be willing to create Q. What are your top 4 primary reasons to post a video on the app ? videos and post on these short video applications ? Motivation to post content Users willing to become content creator (%) (%) Opportunity to become 71% famous Opportunity to share my creativity/ Yes, 47% 65% talent with a large audience Opportunity to be seen as an 58% authority figure by people Opportunity to get brand 55% endorsements and partnerships Maybe / not sure, 34% Opportunity to make a difference 47% in the world Opportunity to become an 47% No, 19% entrepreneur Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 26 Expectations of potential creators DIGITAL Ecommerce Users who are willing to turn into content creators intend on interacting with their fans and accessing professional projects through their platform Q. As a content creator/potential, how strongly do you agree to the below statements on a scale of 1 to 5, where 1 being “strongly disagree” and 5 being “strongly agree? - “I want the short video app to -” Users’ expectations from content creation Key takeaways Give me an opportunity to interact more 33% 60% 7% Interaction with fans : Users expect to gain fans with my fans and, to identify my top fans by creating content and hence, they are 1 interested in identifying their top fans and Provide me a platform interacting with them to get professional projects within 25% 60% 15% the entertainment and fashion industry Help me connect with key Career oriented motivation : Users want to: 27% 58% 15% people in the industry • Produce content not only for entertainment but also see content creation as a career 2 Provide me an opportunity to hone my 15% opportunity 27% 49% skills & become better in my area of talent 9% • Expect to get professional projects, network with key people I want the short video app to help me 16% provide more monetization opportunities 33% 44% like selling products or masterclasses 7% Strongly agree Agree Disagree / strongly disagree Neutral Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 27 Creator followership DIGITAL Ecommerce Users engage and follow celebrities and influencers to learn new trends, for entertainment, and to discover new products Users are more likely to follow celebrities 55% of the potential creators want to use the opportunity and influencers on short video apps to get brand endorsements Q. Which of the following categories of content creators What are your top 3 reasons to follow content creators/influencers on short video Q. would you follow on short video entertainment apps ? entertainment app ? Content creators that users would follow Top 3 reasons to follow creators / influencers (%) 60% 72% 54% 45% 43% 51% 40% 37% 29% 25% 1% To learn For To learn For time Shared To get To gain Celebrities Influencers Creators None something entertaining about new pass interests access to inspiration (sportspersons, (content with good movie stars, new uplifting products with content discounts for making creators quality singers, etc.) content/ creator content with large content following) Source(s): Short video app user survey, 1Lattice analysis © 1 Lattice | 28 We are here for you Let us know how we can meet your business requirement? 1Lattice E: communications@1lattice.com M: +91 782 794 4925 Disclaimer: This material has been prepared by 1Lattice, which is the trade name of Lattice Technologies Private Limited (“1Lattice”, “we” or “our”) with the intent to showcase our capability and disseminate learnings to potential partners/clients. 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