BANGALORE, June 14 -- Live commerce in India is beginning to set foot, as the industry is expected to drive gross merchandise value (GMV) of $4-5 billion by 2025, management consultancy Redseer said on Monday.

Of all the categories, beauty and personal care (BPC) is expected to grow the most, likely clocking more than $1 billion in GMV, with live commerce. Fashion is expected to contribute 60-70% of GMV while BPC will contribute the rest, showed Redseer findings.

Indian short-form content is expected to majorly drive live commerce up to $2.5-3 billion by 2025.

At present, there are two key channels that are expected to offer live commerce on their platform. First are pure-play short-form video apps including Chingari, and Roposo which ...