Swiggy is experimenting with video commerce as part of its new D2C brand-focused pilot, Minis on Swiggy. As of now, the company has teamed up with actress and influencer Sakshi Malik to recommend five brands on the consumer-facing Minis app.
“Swiggy plans to work with influencers and sellers to help customers find what’s interesting and trending. These influencer partnerships will be sponsored by both Swiggy and featured brands,” said a source familiar with the development. Activity area.
“Minis is a discovery platform for D2C and local brands. Customers are already present on the Swiggy app, so the company is now working on preparing the backend, which is the seller base. Swiggy is currently ramping up its efforts to help brands set up their branding, content, payments, product catalog, and more. “, he added.
Video commerce is a growing trend in the e-commerce industry. E-commerce majors like Myntra and Flipkart have bet big on these influencer-led videos and live streams to increase customer conversion rate and wallet share on the platform. Video commerce can also help brands gain visibility among a multitude of listed companies.
The Swiggy Minis pilot is currently running in Mumbai and Bengaluru, with the consumer app having only been made available to a few Swiggy users in the last one or two weeks. The Minis Seller app, released on Android Play Store in March 2022, is a Shopify-like e-commerce enablement offer for D2C brands. So far, it is estimated that the company has integrated more than 150 brands on Minis.
Minis targets business owners such as bakers, artisans, unknown brands, and social media favorites, among others – people who still don’t sell on apps. The app description states that Swiggy will offer the platform commission-free to small businesses. The platform has integrated stores across all categories, including personal care, pet essentials, jewelry, home & decor, baking, electronics, and home chefs, among others.
Interestingly, Swiggy does not manage delivery for these brands listed on Minis, brands have the option to manage their own order delivery or use the Shippigo shipping platform. The shipping hub is said to have over 12 logistics partners such as Delhivery, DTDC and Ekart among others. Some of the brands already listed on Minis include bakery brand Baked In BLR, French cafe La Roi, jewelry store NakhreWaali, electronics company Pebble, and packaged food company The Whole Truth Foods, among others.
June 21, 2022