Home Current Affairs Short video platform Chingari enters social commerce

Short video platform Chingari enters social commerce

The ban of TikTok on June 29, 2020 led to the starting of many new short video platforms such as Instagram reel, Facebook short videos, Takatak and so on. Chingari is one such app from this list.

February 19, 2021: Chingari, India’s video-making app steps into social commerce. Recently, its CEO Sumit Ghosh, has announced that it has launched social commerce, a move that marks its vertical expansion.
The company had been working on this ‘shoppable video’ feature for the past three months with a technology team of four people working over 10 hours every day.

Earlier people criticised the app saying it was just a clone/copycat, and no one thought they could build anything innovative. But this recent update shows the creative mind of the app makers.

Image: Gizbot

What are the new features of Chingari?

Chingari uses Artificial Intelligence algorithms to pick similar outfits available on Amazon that a user can opt to buy.

Every video that will be uploaded to the app will be “passed frame by frame” and an artificial intelligence-based tool will detect objects in these frames and suggest a live catalogue of similar products on Amazon, the app’s CEO and co-founder Sumit Ghosh said. “Each video becomes shopping enabled in real-time by the time it hits your feed,” he added.

Users can use this feature by clicking a “Shop” tab on the upper right corner of each video. Monetising video has been of interest to many players across the globe.

While Ghosh claimed that Chingari’s is a global-first move, many others have been experimenting with similar video shopping experiences.

“This will make millions of videos on Chingari shoppable and will generate affiliate revenues for the creators, a part of the revenues will be shared with the creators, making Chingari creator economy a full circle economy where creators get paid if their content makes money,” Ghosh said.

Ghosh believes that this shopping model is the future of video commerce or social commerce.

Also read: SC notice to WhatsApp stresses duty to protect people’s privacy

“In the short video space globally, be it TikTok or any other Indian company, the only way to monetise content has been through ads. But that disrupts your user and product experience, we thought of what else that can be done here which adds to the user experience and also helps creators as well as platform to monetise, sustain and grow. So, we are making every video shoppable,” he said.

For now, the feature only seems to suggest products from Amazon’s catalogue, however, while replying to a person’s query on Twitter, Ghosh said that integration with other e-commerce platforms including Flipkart will happen gradually.

In response to another question on Twitter, Ghosh said that the app will show both the exact product, or a matching product from a given frame, depending on its availability on Amazon. In case the exact same product is not found, the app will show “similar items”.

Expanding its slew of offerings, homegrown short video app Chingari has entered the social video commerce platform and is eyeing a revenue of $100 million annually in the next two years from the service.

Image: Utkal Today

Chingari: The app

Chingari is an Indian video-sharing social networking service wherein people record and share short video clips.

Through this app, users can upload videos in more than 20 languages which include English, Hindi, Bengali, Gujarati, Marathi, Kannada, Odia, Punjabi, Malayalam, Tamil, and Telugu.

It is a completely made-in-India app and does justice to the “Atmanirbhar Bharat” mission.

In fact, it was among the 24 winners of Prime Minister Narendra Modi’s Aatmanirbhar Bharat App Innovation Challenge last year.

Chingari was founded by two Bengaluru-based programmers, Biswatma Nayak and Siddharth Gautam.

By Shrabanee Sabat


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