InMobi-owned Roposo, a prominent player in the short video space, is undergoing a significant transformation by shifting its focus to social commerce. This strategic pivot aims to enhance
InMobi-owned Roposo, a prominent player in the short video space, is undergoing a significant transformation by shifting its focus to social commerce. This strategic pivot aims to enhance monetization opportunities beyond traditional creator-led models, addressing the challenges faced in the short video industry.
Roposo, originally known for its creator and influencer-driven commerce, is now embracing a social commerce model. This shift mirrors the approach popularized by Meesho before it transitioned to a marketplace model. The revamped Roposo platform will allow any user to sell or resell products, moving away from its previous emphasis on creator-led commerce.
Mansi Jain, Senior Vice President of Roposo, emphasized that the new model will enable users to set up their own stores and leverage their personal networks for selling products. This change is expected to democratize commerce on the platform, making it accessible to a broader user base.
As part of the transition, Roposo has halted new user registrations and has restricted existing users from editing or publishing content. Despite these changes, the app and website remain operational. The platform’s new version, which is set to launch as early as November, will incorporate advanced artificial intelligence tools. These tools, powered by GenAI, aim to enhance product discoverability and streamline the online selling process.
Jain noted that while Roposo’s previous model focused on influencer collaborations and dropshipping through Roposo Clout, the new approach will leverage AI to provide a more interactive and efficient commerce experience. The integration of AI tools is expected to unlock new behaviors in commerce and offer innovative solutions for users.
The short video industry in India is witnessing a shift as platforms explore new monetization strategies. Instagram and YouTube continue to dominate, while Indian apps like Josh and Moj are experimenting with video commerce. However, the results have been mixed in terms of revenue and user engagement.
Flipkart’s recent data indicates that video commerce is gaining traction, with over 75 million users engaging with video content while shopping on its platform between January and June 2024. This trend underscores the growing importance of integrating video and commerce.
Roposo’s transition to social commerce is part of a broader trend where short video apps are seeking innovative ways to remain relevant and profitable. By leveraging AI and social commerce, Roposo aims to differentiate itself and address the challenges of monetizing short-form video content.
InMobi, which acquired Roposo in 2019, plans to expand its video commerce efforts by integrating GenAI tools into both Glance and Roposo. Naveen Tiwari, CEO of InMobi, envisions using AI to uncover new consumption patterns and facilitate direct purchases from smartphone lock screens. This approach aims to streamline the shopping experience and enhance product discoverability.
Roposo’s shift to a social commerce model represents a strategic move to address the monetization challenges faced by short video platforms. By enabling users to sell and resell products within their networks and integrating advanced AI tools, Roposo is positioning itself for future growth and innovation in the video commerce space. As the platform prepares for its relaunch, it will be closely watched for its impact on the evolving landscape of social commerce and short video monetization.
