India is one of the fastest-growing markets in the world, and it’s true also for its ecommerce market. With a population of over 1.2 billion people, estimated 243 million Internet users and a developed mobile technology and broadband services, the growth of the online shopping in India is almost natural.

Many online retailers focus their marketing efforts using video to increase sales in the United States and Europe, but they forget about the India Market. It is a pity because the potential is enormous! According to our data the conversion rate in India is much higher than in the US, especially after watching a video on the online shop.

However, you can’t just use the same video to increase conversions in India that you use for your other audience. Thus, savvy online retailers should take note of this burgeoning market, as getting a foothold in the Indian online marketplace could mean major growth for your online retail business in the coming years. Of course, to take advantage of this market, you’ll need to understand the cultural uniqueness of India, especially compared to other markets, such as the United States. By familiarizing yourself with these differences, you’ll better understand how to create video to increase conversions and sales in India.

The Value of the Spoken Word

First, in Western cultures, like the U.S., people text more than they talk on the phone, and plans are made via emails and written messages. When something is written down, it seems more “set in stone” to Americans, but that’s not the case in India. In India, face-to-face communication and the spoken word are always more respected than written communications.

What does that mean for your online retail site? It means that you have a unique opportunity with your Indian market to take full advantage of quality video to increase conversions and sales. In video, you can speak to your Indian audience instead of writing to them, which will garner you a lot more attention.

India Has a Service-Based Culture

In the United States, service and labor are expensive, but India has a culture steeped in a tradition of low-cost services. The large population lends itself to this, and people are always willing to serve you wherever you go in India for a small fee. This means that Indian customers expect a higher level of service from online retailers. Keep this in mind as you make videos to increase conversions. Your services before, during, and after each sale are of utmost importance to your Indian customer base.

Emotional Marketing is a Very Different Business in India

When selling to Americans, emotional marketing is key. Simply putting a face on a brand and evoking images of the kind of lifestyle that customers want to lead in a video can increase sales. In this market, emotions are really the basis for almost all marketing videos to increase conversions and for customer retention, too.

However, in India, this is arguably ineffective. Because the population is large and dense, the people here are exposed to a wide range of emotions and empathy all day long, every day of their lives. Thus, if you look at Indian media, video that increases sales is often more escapist than emotional. Just look at the popularity of Bollywood movies and music videos, and you’ll get an idea of how you might vary your video to increase engagement in India versus the United States.

There are a few other interesting differences in Indian ecommerce culture – including the prevalence of cash-on-delivery (COD) – but these are the most relevant differences from a marketing standpoint. If you’re looking to sell your products to Indian consumers, you’ll need to learn what kind of video can increase conversions successfully and which videos empower customers to go for it and make the purchase. If you can master these techniques for the Indian marketplace, you’ll be opening your business up to millions of new customers.