New Delhi, Aug. 9 -- Content commerce, while still in its early stages, is evolving along two very different paths in India, with platforms such as YouTube offering creator-led options.

Viewers often arrive looking for opinions, reviews or recommendations, so features such as product shelves and live shopping naturally fit into the content experience. OTT, however, operates in a lean-back environment where viewers are deeply immersed in a film, series or live sporting event.

As platforms increasingly experiment with commerce, they are making advertising more contextual through interactive formats, QR-enabled creatives and dynamic messaging that adapts to live signals such as weather, sports scores or native content events.

While Flipka...