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Black Friday, traditionally an American shopping event, is quickly becoming one of the most anticipated sales seasons in India as well, with e-commerce platforms witnessing a surge in traffic and purchases. While the day is known for steep discounts in the West, Indian retailers and online marketplaces are now jumping on the bandwagon, offering major price cuts on a wide range of products, from electronics to fashion. "The Black Friday sale is important and useful in the Indian context, as manufacturers build up huge inventories for Diwali. If Diwali sales are dampened, as they were this past Diwali, Black Friday becomes a rescue festival of its own. It helps clear inventories at a deeper discount," Harish Bijoor, Business & Brand Strategy Specialist and Founder of Harish Bijoor Consults Inc., told Storyboard18.

The global Black Friday market is set to reach $278.6 billion in 2024, as per marketing intelligence platform, Future Market Insights. In India, the trend is rapidly gaining traction, with retailers forecasting sales growth ranging wildly from 10 to 200 per cent this year. Reports indicate that Black Friday sales in India are expected to grow at a compound annual growth rate (CAGR) of 37.4 per cent by 2032.

According to Smytten, an online shopping platform, Black Friday has evolved from being a niche, Western-inspired event to a marquee campaign with broad consumer appeal. Over the past 4-5 years, its popularity has risen due to the localization of the event, innovation in discovery-based shopping, increased digital adoption, and value-conscious consumers. These factors, combined with a strategic focus on moment marketing and innovative features, have made Black Friday a highly anticipated event in the Indian retail calendar.

This year, Black Friday sales in India have expanded beyond the usual electronics and gadget categories, with discounts also extended to home appliances, fashion, beauty products, and groceries. Leading e-commerce giants like Amazon India, Flipkart, and Snapdeal have hosted week-long sales, attracting millions of shoppers looking to cash in on the best deals. "The most significant growth is seen in active skincare and dermatologically recommended skincare products, largely driven by the winter season, especially in northern regions. Traditionally, gifting and lifestyle products dominated the event, but the demand has now shifted toward essential and premium skincare," Swagat Sarangi, Co-founder of Smytten, explained.

Amazon India’s 'Black Friday Week' and Flipkart’s 'Big Savings Days' were some of the most prominent sales events this week. Discounts on smartphones, laptops, and consumer electronics have been particularly popular, with products from brands like Apple, Samsung, and Xiaomi flying off virtual shelves. In addition to massive price reductions, retailers are offering exciting bundled deals, no-cost EMI options, and exchange offers, making it easier for Indian shoppers to make big-ticket purchases. 

Is the concept ‘Indianized’?

In India, Black Friday marks the start of the holiday shopping season, falling just ahead of the festive season of Christmas and New Year. Over the years, Indian consumers have embraced the idea of major discounts and flash sales, with Black Friday becoming a critical retail event for many brands. This year, reports indicate that e-commerce platforms experienced an uptick in demand, with some companies reporting up to a 30 percent increase in traffic compared to last year.

"To make Black Friday resonate even more with Indian consumers, the concept can certainly be ‘Indianized’ by leveraging local festivals or themes and collaborating with influencers who explain the relevance of these deals. Influencers play a pivotal role in bridging the gap between the global concept and Indian audiences by contextualizing deals, recommending products, and creating aspirational content. Retailers need to understand that Black Friday in India isn’t just about discounts; it’s about creating an experience. By combining strategic storytelling, local flavors, and the influencer ecosystem, brands can convert curiosity into conversions and establish Black Friday as a key shopping period in the Indian calendar," Maddie Amrutkar, Founder & CEO of Glad U Came, said.

Industry experts believe that Indian shoppers, especially urban millennials and Gen Z, have become increasingly aware of this global shopping event. While Diwali sales remain a cornerstone for festive shopping, Black Friday sales cater to a different mindset – one driven by global trends, FOMO (fear of missing out), and year-end deals. Furthermore, the highest spending during Black Friday sales is being driven by millennials and Gen Z consumers, particularly those aged between 18 and 35 years.

One of the major shifts this year has been the increased participation of tier 2 and tier 3 cities in Black Friday sales. Ravi Goel, Chief Business Officer of RapidShyp, claimed that the platform has seen a surge in shipping demand of 60 percent from tier 2 and tier 3 cities, as mobile shopping and early promotions continue to drive Black Friday engagement across India.

"Black Friday Sales seem to be emerging as the latest heightened point in attempting to amp up consumer spending. Expect Thanksgiving shopping and holidays to trend in a year or two until they become a fixture in the FY forecasts of companies. While local brands try and build on existing culture, global brands set off new trends that eventually become an emerging cultural strain," M.V.S. Murthy, Chief Marketing Officer of Federal Bank, shared on social media.

Analysts predict that Black Friday sales in India will only grow in size and scope in the coming years, making it a key event for both online and offline retailers. The growing popularity of online Black Friday sales has led to a decline in foot traffic to physical stores. Retailers who traditionally relied on in-store promotions are now having to pivot, adopting more digital-centric strategies. Several brick-and-mortar stores have also joined the Black Friday frenzy, offering special discounts both online and in their physical outlets.

From gadgets to skincare! India embraces Black Friday Sales as ecomm sees surge in sales

The Competition Commission of India (CCI) has approved a deal that will allow Alphabet's subsidiary, Shoreline International Holdings LLC, to acquire a stake in Flipkart, a major e-commerce platform owned by Walmart, PTI reported.

Shoreline International Holdings, a fully-owned subsidiary of Alphabet, is a holding company and does not directly manage or offer any Google services or products. The deal involves Shoreline subscribing to shares in Flipkart Pvt Ltd and includes an arrangement with a Flipkart subsidiary for the provision of certain services.

Flipkart, which operates as part of Walmart Group, specializes in wholesale trade and operates an e-commerce marketplace connecting buyers and sellers across India.

This acquisition is part of ongoing investments in Flipkart, following a recent funding round in May that raised approximately $1 billion, with $350 million from Google. Walmart, which holds an 85% stake in Flipkart, also contributed $600 million to the round.

In another development on Tuesday, the CCI approved MUFG Bank's acquisition of an additional stake in DMI Finance Pvt Ltd. The acquisition will increase MUFG Bank’s shareholding to 20% in the Delhi-based digital finance company, which offers loans to individuals and small businesses. MUFG Bank, a subsidiary of Mitsubishi UFJ Financial Group, plans to invest approximately Rs 2,798.8 crore (around JPY 49 billion) in DMI Finance. This makes MUFG the second-largest shareholder in the digital lender, after DMI Ltd, Mauritius.

Both deals received regulatory approval as they crossed specific thresholds that require the CCI’s review to ensure fair competition and prevent anti-competitive practices.

CCI approves Alphabet's Shoreline to acquire stake in Flipkart

The hiring intent for freshers has marginally improved to 72 percent for the current half-year (July-December) 2024, according to staffing firm TeamLease EdTech. The hiring sentiments were higher in e-commerce and technology startups at 61 percent, followed by Engineering &amp; Infrastructure at 61 percent and Retail at 54 percent.

Freshers hiring intent was lowest in Marketing and advertising industry during H2 2024 at nine percent, and in the media &amp; entertainment sector, it was at 15 percent--3 percent down from H1 2024.

According to the report, Bengaluru, Mumbai, and Chennai are the top 3 cities that have witnessed a surge in hiring of freshers. In addition to this, 'Full Stack Developer, SEO Executive and Digital Sales Associate,' job roles are in demand among employers predominantly. The staffing firm also noted that employers are looking for skills like 'cybersecurity, cloud computing, data analytics, and search engine optimization' while recruiting freshers.

The TeamLease report also observed a sharp rise in demand for fresh talent in the FMCG, with hiring intent for freshers reaching 32 percent in H2 2024, up from 27 percent in the first half of the year. This increase is propelled by a deeper market penetration into rural and semi-urban markets on the back of rapid growth of India’s food processing industry, projected to double from $263 billion in 2019-20 to $ 535 billion by 2025-26, with a CAGR of 12.6 percent.

FMCG companies are prioritizing freshers with skills in market insights, retail distribution, and regional consumer understanding as they expand into untapped areas. Food Engineer roles are projected to have a hiring intent of 41 percent in Bengaluru, while Logistics Coordinators showed a hiring intent of 39 percent in Delhi. Additionally, the demand for Supply and Distribution Chain positions in Hyderabad was 37 percent, and Brand Management Trainees have a hiring intent of 34 percent in Bengaluru.

"The rise in demand for fresh talent in FMCG can clearly be attributed to deeper expansion in rural and semi-urban markets, fueled by the rapid growth of India’s food processing industry. As companies focus on strengthening supply chains, market research, and brand management, the demand for talent is expected to be high. Freshers now investing in related skills and expertise definitely stand to benefit from it," Shantanu Rooj, Founder and CEO, of TeamLease Edtech said.

E-commerce, tech startups lead hiring sentiments for freshers: Report

Nearly half (45%) of Indian consumers say they or someone they know has fallen victim to a deepfake shopping scam, reveals McAfee’s Global Festive Shopping Survey. Of the 56% of these people who lost money to the scam, 46% lost over Rs 41,500. As the vibrant lights of Diwali dim and the festive season concludes, it's time to reflect on the joyous celebrations and the less cheerful reality of online scams that targeted festive shoppers. 78% of Indians are more concerned about online shopping scams this festive season than they were a year ago, particularly due to the rise in deepfake scams.

As per the survey, 66% of Indians plan to do more online shopping this year than last year. Of those people, 68% report finding better discounts and offers online and 60% say online shopping was easier and faster than in-store shopping. However, the convenience and potential discounts associated with online shopping may come at a price. 

The survey uncovered a worrying trend of significant rise in online scams impacting consumers during the festive shopping rush from October 1 through October 28. McAfee’s Labs team analyzed over 800 unsolicited, festive-related emails. The volume of these emails spiked on Fridays and Saturdays, aligning with a trend of increased scam activity at the end of each week and suggesting that scam-related risks are present throughout the festive season and consumers should stay aware.

In addition to this, they reported protecting customers against 24,000 suspicious or malicious URLs during the festive season. Consumer interactions with these malicious links spiked significantly in the leadup to key events. For instance, the days prior to Durga Ashtami and Diwali, pointing to savvy scammers targeting people during peak shopping windows. Many of these malicious links masqueraded as legitimate shopping sites like Flipkart or Amazon, promoting implausible discounts of up to 99%.

“Diwali is special time of year that many look forward to – from consumers, to retailers, to cybercrooks. With AI-powered tools, scammers can now more quickly and easily create incredibly realistic fake celebrity endorsements and near-perfect imitations of trusted brand messages and websites. We’re urging people to stay cautious, think twice about deals that seem too good to be true, and use the best online tools to protect their information," said Pratim Mukherjee, Senior Director of Engineering at McAfee.

Moreover, 95% of Indians, in light of inflation, plan to engage in related deal-seeking festive shopping behaviours while 90% said they would consider starting festive shopping earlier than normal in order to find the best possible deals. 41% said they were more likely to jump on a good deal immediately when they see it. The reason behind this being festive season driving a shift in consumer behavior, with many Indians adjusting their shopping habits in response to inflation, the hunt for deals and increased social media influence. 

Did AI led to scams?

The survey found that 74% of Indians believe cybercriminals are more prevalent during the festive season, making the period especially risky and stressful for online shoppers, especially as AI-driven digital scams become increasingly common. Notedly, 84% of Indians are more concerned about deepfakes now than they were a year ago while 39% of Indians say they encounter the most fake messages via email, followed by 31% through text and 30% on social media.

When asked about the types of scam messages they’ve received, 30% mentioned messages about purchases they didn’t make. 37% reported fake missed delivery or delivery problem notifications, 24% saw security alerts from popular e-commerce platforms or notifications regarding account updates, and 43% received messages about urgent issues with their credit card or banking account.

Social Media Influence

A significant percentage of Indian shoppers say their purchasing decisions are influenced by social media and celebrity endorsements. Scammers are increasingly exploiting this trend, to deceive consumers. Nearly half (47%) of Indians say they or someone they know has purchased or provided payment for something that either came from a celebrity or appeared endorsed by a celebrity, that then turned out to be a scam. 31% of Indians are likely to make a purchase from a new retailer found via social media if the deal is appealing.

45% Indian consumers fallen victim to deepfake shopping scam, reveals McAfee's survey

Amazon India is reportedly moving its home office from the World Trade Centre in Bengaluru to a new, more cost-effective location near Kempegowda International Airport. The shift is part of the company's broader efforts to streamline operations and reduce expenses, according to a report by Mint.

The World Trade Centre, which has served as Amazon India’s headquarters since the company’s inception, houses 18 of its 30 floors, accommodating around 5,300 employees. However, the new office space, located at Sattva, is expected to reduce Amazon’s office rental costs by more than two-thirds. 

Reportedly, the new office is 15-minute drive from the airport. The relocation is expected to be completed by April 2026.

This relocation comes at a time when many global companies and startups, including several Indian firms, are taking steps to reduce their operating costs. Over the past two years, many businesses have implemented workforce reductions and other cost-cutting measures. Recently, Indian startups such as Kuku FM, Beepkart and 1% Club have laid off employees to manage their finances. Beepkart has also reduced its store count by half as part of its efforts to trim expenses.

Additionally, earlier this month, Freshworks, the Nasdaq-listed SaaS company, announced a 13 per cent reduction in its global workforce, impacting around 660 employees, as part of a restructuring aimed at improving operational efficiency.

Amazon India’s move to a more affordable office space reflects a broader trend in the corporate world, where companies are increasingly focusing on cost optimization amidst global economic uncertainties.

Amazon India to move headquarters in Bengaluru to cut costs; relocation set for 2026

The Enforcement Directorate (ED) has expanded its investigation into the operations of Amazon and Flipkart, focusing on whether the companies’ arrangements with their vendors violate India’s Foreign Direct Investment (FDI) norms. Initially, the ED probe centered on the sellers on these platforms, aiming to determine if the e-commerce giants were exerting undue control over their vendors. According to FDI rules, companies like Amazon and Flipkart are permitted to operate only as online marketplaces, without controlling the inventory or pricing of third-party sellers.

The investigation, which dates back to 2019, gained momentum earlier this month when the ED conducted searches at 19 locations across Delhi, Bengaluru, and Hyderabad. These sites were linked to major sellers on both platforms, and the searches were prompted by the discovery of potentially actionable evidence. While the first phase of the probe targeted the sellers themselves, the focus has now shifted to the e-commerce companies.

In response, executives from Amazon and Flipkart have denied any wrongdoing. They emphasized that the companies have consistently clarified their position to authorities and remain confident that they are fully compliant with FDI regulations. One executive stated that the FDI norms are stringent, and with the digital trail of transactions, it is virtually impossible to violate these norms.

This shift in focus signals an intensifying regulatory scrutiny of the practices of large e-commerce platforms in India, as authorities seek to ensure that foreign investments in the sector adhere to the country’s rules on fair competition and market operations.

ED shifts focus in E-commerce probe to Amazon, Flipkart's FDI compliance

India’s competition watchdog, the Competition Commission of India (CCI), is considering approaching the Supreme Court to resolve a legal logjam in an ongoing anti-trust investigation involving e-commerce giants Amazon and Flipkart. The case has sparked multiple writ petitions filed by sellers on these platforms, challenging CCI's procedural actions.

These petitions, filed in high courts across Karnataka, Telangana, Madras, and Kolkata, argue that the investigation report, which found Amazon and Flipkart guilty of favoring certain sellers, was flawed. The sellers claim there were procedural lapses, including the CCI treating them as opposing parties without proper permission, after initially seeking their information as third parties.

To streamline the process and avoid delays, CCI is seeking to have all these petitions consolidated and transferred to the Supreme Court. This move would allow for a more efficient resolution of the issues raised in the various petitions. The Commission’s investigation, which began earlier this year, looked into allegations of preferential treatment, exclusive product launches, and deep discounting by the two e-commerce platforms, all of which could be in violation of competition laws.

In August, CCI’s Directorate General of Investigation (DGI) submitted a report confirming that Amazon and Flipkart likely breached competition regulations. However, the progress of the case has stalled due to the ongoing legal challenges in the high courts. A key hearing took place on September 27, when the Karnataka High Court granted an interim stay on CCI’s proceedings. The next hearing is scheduled for November 20. 

The CCI is now consulting legal experts on the possibility of having all related cases heard together in the Supreme Court to expedite the investigation.

CCI plans to approach Supreme Court to resolve legal impasse in Amazon-Flipkart anti-trust case

India’s e-commerce sector recorded a gross merchandise value (GMV) of approximately $14 billion, marking a 12% growth over last year’s festive period, reveals Redseer's festive season report. This growth was fueled by resilient consumer spending across categories including quick commerce, electronics, fashion, beauty and personal care (BPC), home furnishings and groceries, with significant contributions from Tier 2 cities and increased per-shopper spending.

As per the report, the festive season which ran from September 15 to October 31, saw a shifts in consumer behaviour with a decrease in shopper growth balanced by an increase in spend per shopper. The report highlighted that higher engagement with premium products and low average selling price (ASP) items alike indicates a dynamic consumer market. While high-ASP products such as large appliances and premium electronics saw strong demand in metro areas, affordable items in fashion and BPC continued to drive frequency and growth in the other regions.

Talking about the report, Kushal Bhatnagar, Associate Partner of Redseer Strategy Consultants, said, “The 2024 festive season reassures us of Bharat’s (tier 2 customers’) spending potential. With these customers further cementing their trust in e-commerce and bringing a larger share of wallet online, we are ready to  witness a continued spell of e-commerce growth in the next few years. On the other hand, it is heartening to see how metro customers continue to embrace quick-commerce for almost everything they need, at any time of the year (festive or non-festive). As the quick-commerce wave expands materially beyond the top 3 cities, we are likely to witness a large chunk of the Indian population receiving products at their doorstep within 10 minutes - which will be truly transformative.”

While the rate of new shopper acquisitions has been slowing down, per-shopper spending increased by 5-6%. This could be a long-term trend in e-commerce, wherein shopper base reach has been significantly achieved (with approximately 250 Mn annual product shoppers). Fashion emerged as the fastest-growing category, with a 3X growth increase over the BAU months this fiscal. Ethnic wear and accessories drove this growth, particularly in Tier 2 cities, wherein unbranded ethnic wear, jewellery and women’s accessories gained traction. On the other hand, premium and international brands observed robust sales in Tier 1 markets. 

Direct-to-consumer (D2C) brands also saw substantial growth due to enhanced brand visibility via digital channels.

The report also noted that premium electronics, including air conditioners and large appliances, experienced significant demand due to prolonged summer conditions. The quick commerce sector also extended its offerings to include electronics and home appliances, meeting festive demand through expanded delivery hours. Non-grocery sales spiked on key festive days, with Delhi, Mumbai and Bangalore among the top-performing cities.

Additionally, smaller cities displayed the highest growth rate in spends, climbing to 13% in 2024. According to the report, availability of discounts enabled these customers to afford high-ASP products across categories. Further, there was a market rise in prepaid transactions which enhanced the shopping experience in the smaller towns.

E-commerce recorded $14 billion GMV this festive season, reveals Redseer's report

The Food Safety and Standards Authority of India (FSSAI) has mandated that e-commerce food business operators (FBOs), including platforms like Swiggy, Zomato and BigBasket, must ensure that food products delivered to consumers have a minimum remaining shelf life of 30% or at least 45 days before their expiry date. 

This directive aims to prevent the distribution of expired or near-expiry products and is part of broader efforts to ensure consumer safety and responsible food handling practices.

In a recent meeting with over 200 participants, including industry representatives and regulatory officials, FSSAI emphasized the importance of transparency and accuracy in product information. The meeting, chaired by the CEO of FSSAI, stressed that online food platforms must adhere to stringent food safety norms and avoid misleading claims regarding the products sold. The CEO highlighted that no FBO should operate on an e-commerce platform without a valid FSSAI license or registration, underlining the necessity of regulatory compliance.

FSSAI also called on e-commerce platforms to enhance food safety protocols across the delivery process. This includes implementing thorough training programs for delivery personnel to ensure they follow proper hygiene and safety practices. The authority further advised that food and non-food items should be delivered separately to avoid cross-contamination.

Additionally, FSSAI clarified that e-commerce platforms cannot sidestep food safety regulations, even in the case of fast delivery services, such as the 10-minute delivery models that have gained popularity. The new measures are designed to protect consumer health and promote trust in India’s expanding digital food marketplaces.

FSSAI directs e-commerce food operators to ensure minimum shelf life of 45 days

Amazon.in has launched a platform to empower content creators, Creator Central in India. 

As per the company, Creator Central streamlines the content creation process, offering intuitive workflows and a dedicated storefront to enable creators to focus on their creative vision rather than technical complexities. 

With the newly launched platform, content creators can produce and promote their content on Amazon.in, reaching a vast audience while optimizing their performance via automated product recommendations, performance reports as well as educational resources. 

The company expects that Creator Central will be rolled out to over 50,000 creators associated with Amazon Influencer Program over the next few weeks. 

It will help creators to create content like idea lists, photos, videos and directly upload it on their personalized storefronts from Amazon app. They can also view their performance reports like total earnings, top promoted products and categories at a glance, along with details of deals and availability for them. 

"Creator Central is a one-stop platform designed to empower Indian content creators. We're giving creators the tools they need to create content while simplifying the process from creation to promotion and optimization. With a dedicated storefront, comprehensive analytics, product recommendations customized for creators’ audiences, Creator Central offers everything creators need to succeed on Amazon.in," Zahid Khan, Director of Shopping Initiatives for India and Emerging Markets, Amazon, told Storyboard18.

Edited excerpts:

Q. How does Amazon differentiate itself from the other players in the social commerce space?

I don't want to do comparison but our USPs are unparallel. Creator Central itself is an end-to-end experience that is unmatched as today there is no central space for creators. Over the course of last couple of years, the program that we offer for creators specially with the education point of view, say Fashion Influencer Program, are another reason for our progression in this space. We work directly with creators and have self-service content for longer tail of creators. Lastly, the accuracy of information specially report which we put out and regularity of our payments is the big differentiator. 

Q. What challenges influencers face while maintaining reach? How does Amazon's Creator Central help address these problems?

Through Creator Central, a creator can transparently see what's working and it also throw recommendations based on the creator's area of interest. The other method is when creators are shortlisted for whom we promote the content within Amazon be it exclusive content on amazon Live or non-exclusive content, we figure out ways to optimize the content. 

Q. What role do influencers and content creators will play in shaping the future of e-commerce in India?

If brand and creators win, then Amazon wins. Beyond this, the core reason why creators and influencers are important for Amazon and customers is that social media influencers are playing a pivotal role in shaping online behavior specially when there are new ecommerce shoppers. Secondly, their authenticity can significantly influence consumers' purchasing decision. 

Q. How do you foresee the growth of social commerce market in India impacting e-commerce in upcoming years?

With years of experience what I have spotted is creators, brands and e-commerce platforms will grow together. Looking at from e-commerce perspective, while the space is growing very fast in India, it still is at a nascent stage. We see influencer born almost every other day across different languages, dialects. So, it's just a start. I feel like the fact that it is very nascent, means it can do exciting tests. 

For instance, if there is a new brand that wants to come out, traditionally what is to be done is invest in traditional media which is mostly untargeted, but now they have this additional channel. If we continue to retain trust, both on the creator and consumer side, it will build a win-win situation for brands, creators and for Amazon as well. 

Q. What's your take on the content creators or influencers violating the advertising norms? Do you think brands and ASCI should take some stricter actions with the rise of nano influencers?

I think it is a collective industry responsibility to make sure that they very transparently share information specially with the creators who have got certain threshold of followers. It is our responsibility to ensure that we nudge those creators to read and watch the content we have made, which is very easy to understand. The question is also how do I educate these content creators with the evolving guidelines, how to keep them updated continuously. So, that's the point where Amazon has to play a key role. 

We have proactive and reactive measures, we make sure to take care of exclusive brand and creator partnership. In case if there is a brand complaint, we address it very quickly. 

Q. By what percent the creator economy is going to expand in the upcoming years? What kinds of brands are getting higher traction with influencers?

If you look at the trends, 60 percent of current ecommerce shoppers are influenced by some or the other creator's content. As the ecommerce space grows, the creator economy will grow accordingly. It is more important to understand where that internet penetration is happening, it is happening now more and more at lower tier cities. When you look at lower tier, there is more diversity there in terms of language, culture, buying preferences and so on. We see a lot of creators mushrooming in these areas because they have trust and they speak the local dialect. For this, the space will grow very fact but quoting a number would be difficult. What we at Amazon can do is to provide these creators a seamless experience and education on how they can be successful and monetized. 

When we started in investing this space a couple of years back, we saw that traction for high consideration products, these are typically expensive product, such as Washing Machines, TVs, Mobile Phones, among others. However, in the last 12 months, most of the traction are coming to categories like beauty and fashion. It has happened through a combination of testing along three dimensions, that is rise of micro influencers, price point and creative format. It doesn't matter whether it is a celebrity creator or what you call as micro or nano creator, what matters more is how much key online expert that creator is in that domain and secondly are they trained to sell.

ECOMMERCE