Bengaluru, Sept. 21 -- India's value-commerce market is moving beyond the simple promise of cheap products, with platforms experimenting with new ways to attract shoppers, deepen engagement, and drive repeat purchases.

Flipkart's Shopsy, launched in 2021, has rebuilt its app around artificial intelligence-powered personalization, video-led discovery and gamification, turning shopping into a more interactive experience for Gen Z and the country's next 100 million shoppers.

This has shifted Shopsy from an offers-led destination towards an engagement-led platform, with games, rewards, and video built into the shopping journey.

Amazon Bazaar is taking a different route. After starting as a separate destination for low-priced products, Amaz...