India’s biggest online store Flipkart has introduced social commerce on its value platform 2GUD with the view of expanding customer proposition. Social commerce features will be available on apps for the uses to have an uninterrupted video shopping experience with their idle influencers flaunting the latest fashion trends, introducing Gadgets, and sharing beauty tips.

Social commerce has already made inroads and accounts for 15-20 percent of the online retail market today, which is expected to hit the $70 billion mark in the coming decade, the press release said citing industry reports.

Consumers on 2GUD’s social commerce platform will be exposed to a feed of videos made by a hand-picked influencer network across various topics and categories. These influencers will curate their favorite products as part of their collection in the virtual store, allowing consumers to witness their styling journeys across categories.

It will also allow consumers to shop the products that are part of the video, without moving away from the video interface, leading to a seamless, natural and content-to-commerce experience, said a Flipkart press release.

Flipkart wants the next 200 million customers to be able to experience social commerce comfortably and build their trust on 2GUD as they—quite often facing trust and style deficits—come on to the platform for an engaging shopping experience, said Chanakya Gupta, head of 2GUD.