Short-form video's leap to TV could reshape India's digital commerce playbook
'We're seeing something quite unique with Shorts. It's no longer just a mobile phenomenon,' said Harsha Nallur, Head of Vertical Business for Ecommerce at Google India. 'It's now being consumed on connected TVs as well. YouTube Shorts is the only platform that truly bridges short-form video between smartphones and television screens.'
This cross-device shift comes as brands and creators seek more integrated ways to reach audiences, particularly in India's tier two and tier three markets. According to Nallur, regional creators are becoming instrumental in shaping purchase decisions in these geographies.
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'We're seeing a boom in creators from smaller towns. We work closely with brands to identify emerging trends and partner with these creators to drive meaningful growth in local markets,' he said.
While short-form video has traditionally been used for brand discovery, platforms are increasingly promoting it as a full-funnel tool capable of driving not only awareness but also purchase intent.
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'Shorts stands out by being part of the broader YouTube ecosystem, enabling brands and creators to engage audiences across both short- and long-form content on a single platform. This allows consumers to move seamlessly from discovery to deeper exploration, while brands stay present throughout the entire journey,' Nallur said.
A full-funnel strategy is a marketing and sales approach that engages consumers at every stage of the purchase journey—from awareness to conversion and even post-purchase loyalty.
Citing a Google-commissioned survey, Nallur said 72% of Indian users reported discovering new products through Shorts, with an equal percentage saying the platform helped them make purchase decisions. While these are internal findings, they reflect a broader industry trend. Short-form video is gaining commercial utility across platforms, not just YouTube.
Despite the growing number of closed-loop commerce ecosystems such as Flipkart and Meesho, Google remains a key starting point for many shoppers. 'Google Search and YouTube continue to be among the most powerful platforms for consumer activity. They play a key role in product discovery, helping people compare prices and read reviews,' Nallur said. 'Ninety percent of social media users in India turn to Google Search to validate what they've seen elsewhere.'
India's e-commerce ecosystem itself is undergoing what Google describes as a consumer-led transformation. Nallur noted that 40% of internet users in India—approximately 353 million people—already shop online, with the number growing at 15% annually. 'This is not just growth. It is a consumer-led transformation that is redefining how India browses, shops, and buys,' he said.
The modern consumer journey is fragmented, Nallur added. 'People scroll, stream, search, and shop—often all at the same time.'
Against this backdrop, three expectations are emerging consistently across user segments: speed, personalisation, and trustworthy information. 'Seventy-two percent of consumers told us that personalised shopping experiences make things easier. And 56% are researching more frequently online before making a purchase,' he said.
These changing behaviours are blurring the lines between traditional e-commerce and quick commerce. 'Platforms like Flipkart and vertical players like Myntra, Ajio, and Nykaa are comprehensive marketplaces. But quick commerce has carved out its own space for everyday needs and is now expanding into categories like apparel and mobile phones,' said Nallur.
He added that nearly half of Indian consumers now prefer platforms that offer faster delivery. 'That's why brands like Myntra, Nykaa, FNP, and 1MG are experimenting with hybrid models that combine speed with broader assortments,' he said. 'Over 80% of users are engaging multiple times a week. Forty-five percent say they would prefer using an e-commerce platform if it offered quicker delivery.'
Among the most active cohorts are Gen Z shoppers, women, and consumers from non-metro regions. According to Nallur, more than 50% of Gen Z shoppers buy from at least five retailers annually. 'They are highly visual, consume short-form content, and actively search for value. Many rely on Google Search to discover and evaluate products.'
In line with the video-commerce convergence, YouTube introduced Shoppable Ads in India in 2024, enabling creators to embed links within videos and monetise through commerce. 'This represents a major leap in merging entertainment with commerce,' Nallur said. 'These formats give brands the ability to drive direct actions from engaged viewers.'
Artificial intelligence is playing a growing role in this ecosystem. 'All of our ad products today are powered by AI,' Nallur said. 'Whether it's raising awareness, increasing app installs, or driving purchases, AI helps brands deliver outcomes across the marketing funnel.'
He also highlighted the use of AI in creative production workflows. 'AI is not replacing human creativity. It's making it faster and more efficient. Every campaign starts with human insight. What changes is the way that insight is executed, depending on complexity and timelines,' he said.
While several large e-commerce platforms are building their own advertising ecosystems, Google views this trend as complementary rather than competitive. 'We view these platforms as partners, not competitors. Their growth strengthens the broader ecosystem, and we work with them to drive outcomes that benefit everyone,' said Nallur.
Looking ahead, he believes brands will need to develop dynamic, multi-platform strategies that reflect India's shifting digital landscape. 'Brands really need to deploy full-funnel strategies that are as dynamic as their audiences. To reach, engage, and convert customers with precision, scale, and local resonance—that is the new playbook.'
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