Changing times: Social puts the zing into e-commerce in tier-2, 3 cities

Investors pouring big bucks into social commerce to tap India's large lower income group market

Social and live commerce, one where social media platforms and live videos are integrated with the online shopping experience, are suddenly becoming an attractive destination for a bevy of investors as well as traditional e-commerce companies.  

There are now several big players in the space: InfoEdge, which has invested $6.3 million for a 17.8 per cent stake in Bulbul; Flipkart is testing a new platform in 2Gud Social, which is an uninterrupted video shopping experience with influencers showcasing products and clothing; Paytm, too, has entered the space through MyStore, an online marketplace which connects sellers and buyers with social media