Bengaluru, Dec. 2 -- For online retailers such as Flipkart, Myntra, Amazon, and Nykaa, the old playbook of a broader selection of products and quicker delivery is no longer enough to draw shoppers. So they are increasingly looking to engage buyers through videos, livestreams and creator content in the hope that it will drive higher sales as growth slows.

Content commerce has become even more crucial for Flipkart and Meesho as they prepare to go public and face pressure to showcase their next big bets, according to analysts and industry experts.

Flipkart Group-owned fashion e-tailer Myntra now receives nearly 10% of its platform revenue from content commerce, with the contribution from the vertical surging 50% over the last four months a...