Basik Umatiya Explains Why Video-Commerce Is Winning Gen Z Shoppers

DUBAI, UAE - Jan. 18, 2026 - PRLog -- Basik Umatiya, Founder and CEO of Digicarrom LLP, believes that video-commerce is no longer an emerging trend—it is the most effective way to engage Gen Z consumers.

According to Basik Umatiya, Gen Z buyers do not respond to traditional product listings, static ads, or long-form descriptions. Instead, they prefer short, authentic, and interactive video experiences that allow them to see products in real-life use, understand value instantly, and make faster purchase decisions.

"Gen Z doesn't browse products; they experience them," says Basik Umatiya. "Video commerce blends entertainment, trust, and transaction into one seamless journey. That's why it is becoming the most powerful sales engine for modern brands."

Video-commerce transforms eCommerce by shifting focus from catalogs to storytelling. Product demos, influencer videos, live shopping, and user-generated content create emotional connections while reducing purchase hesitation. This approach aligns naturally with platforms Gen Z already spends time on, including short-video and social-commerce environments.

At Digicarrom, video-first commerce strategies are designed as complete digital ecosystems, not just marketing campaigns. These ecosystems combine AI-driven personalization, performance marketing, conversion-optimized landing pages, and automation workflows to ensure that every video interaction moves users closer to a purchase.

Basik Umatiya emphasizes that video-commerce is especially effective for brands targeting fashion, lifestyle, beauty, electronics, and D2C markets. Video content increases engagement time, improves conversion rates, and builds long-term brand loyalty three factors Gen Z values more than discounts alone.

"Gen Z buys from brands they relate to, not brands that shout the loudest," Basik Umatiya adds. "Video allows brands to be human, transparent, and interactive. That's where trust is built and trust drives sales."

As AI, automation, and content technology continue to evolve, Digicarrom is focused on helping businesses adopt scalable video-commerce models that integrate seamlessly with web platforms, CRM systems, and marketing automation tools.

Basik Umatiya concludes that brands which fail to embrace video-commerce risk losing relevance with the next generation of buyers. "For Gen Z, video is not content it's commerce. Brands that understand this today will lead tomorrow's digital economy."

Visit More About video-commerce : https://www.linkedin.com/pulse/how-video-e-commerce-chang...