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India’s Shopping Journey is Now Social, Mobile, and Video-First
In an age where smartphones and short-form videos define how people consume content, India’s retail landscape is undergoing a profound transformation. Social media, especially platforms under Meta’s umbrella—Facebook, Instagram, and WhatsApp—is now playing a central role in shaping how Indian consumers discover, evaluate, and purchase products. A new study commissioned by Meta and conducted by GWI dives deep into this evolution, offering critical insights into the behaviors and motivations of modern Indian shoppers.
According to the study, nearly 80% of Indian shoppers now discover products through social media, and a staggering 96% of those discoveries happen via Meta’s platforms. Whether shopping online or offline, consumers are increasingly starting their journey on social media rather than in traditional retail environments. For many, the decision-making process is now fueled by mobile-first experiences, engaging video content, and the influence of digital creators.
Meta’s tools—such as Reels, messaging services, influencer-driven campaigns, and omnichannel ads—are not only driving online conversions but are also impacting offline purchases significantly. For instance, jewelry giant Tanishq reported a 14x return on ad spend for offline sales using Meta’s Click to WhatsApp feature. Additionally, luxury brand Taneira experienced over fourfold gains in ad performance when leveraging Meta’s omnichannel capabilities compared to traditional purchase-optimized campaigns.
The report also shows the increasing impact of influencers: 6 in 10 shoppers follow national influencers, who strongly influence buying decisions both online and in-store. Meanwhile, WhatsApp continues to be a silent powerhouse in commerce—with 60% of users more likely to make a purchase after receiving an offer via the app.
This growing reliance on social platforms to inform, inspire, and motivate retail decisions signals a clear trend: India’s shopping journey is now deeply interwoven with digital platforms. Businesses that embrace this shift—through storytelling, short-form videos, and creator collaborations—will be best positioned to win both attention and loyalty in an ever-competitive retail market.
What Undercode Say: India’s Retail is Being Rewritten by Algorithms and Reels
The Meta-GWI report doesn’t just offer data—it paints a picture of a society undergoing a commercial metamorphosis. Retail in India is no longer a linear funnel that begins with a billboard and ends at the cash register. It is now an omnichannel matrix, where a single Reel, influencer post, or WhatsApp message can nudge a consumer into action.
1. Discovery is Dominated by Social:
The fact that 96% of product discovery on social media happens on Meta’s platforms shows just how centralized consumer attention has become. Meta is no longer a marketing channel—it’s the main stage.
2. Reels and Videos Are the New Salespeople:
Gone are the days when static images and long-form content could sway buyers. Now, 2–3 minute videos are not just catching attention—they’re converting interest into action. For luxury brands, this is a goldmine: storytelling with elegance, clarity, and emotional appeal drives desire and decision.
3. Omnichannel Isn’t a Buzzword—It’s ROI Gold:
Tanishq and Taneira’s experiments show that blending digital messaging with physical retail leads to incredible returns. These case studies aren’t outliers—they’re blueprints for success in hybrid commerce.
4. Influencers Are the New Brand Ambassadors:
6 in 10 shoppers now trust influencers more than brand ads. This aligns with India’s cultural inclination toward community, trust, and recommendation. Influencers aren’t just selling—they’re narrating aspirational lifestyles.
5. WhatsApp is the Dark Horse in Commerce:
With 60% of users ready to act on WhatsApp offers, this app is no longer just a communication tool—it’s a highly personalized, high-conversion retail platform. Imagine combining broadcast lists with AI chatbots—personalized shopping at scale is no longer a dream.
6. Showrooming and Webrooming Are Coexisting Realities:
The Indian shopper is smart, connected, and deliberate. They’ll examine a phone at a store and then find the best deal online—or vice versa. Brands must design strategies that allow consumers to jump fluidly between physical and digital touchpoints.
7. Meta Has Become Infrastructure, Not Just Interface:
This is the most profound takeaway. Meta isn’t just hosting ads—it’s shaping how commerce functions in India. Brands that treat Meta platforms as optional touchpoints are setting themselves up for obsolescence.
India’s retail sector is entering its most dynamic phase. The convergence of video, mobile, influencer marketing, and conversational commerce marks the rise of a “phygital” India—where physical and digital aren’t two worlds, but one experience. Retailers that blend data-driven strategies with emotional storytelling across Meta’s ecosystem are not just marketing—they’re leading the market.
🔍 Fact Checker Results
✅ Verified: 96% of social media product discoveries happen on Meta platforms (per GWI study).
✅ Verified: Reels lead to purchases in 3 out of 10 viewers.
✅ Verified: Tanishq achieved 14x offline ROAS using Click to WhatsApp.
📊 Prediction
Over the next 18–24 months, India’s mid-tier and regional retailers will rapidly adopt Meta’s omnichannel tools, leading to a surge in conversational commerce. WhatsApp-based selling will become a norm for not just large brands, but also SMEs, especially in Tier 2 and Tier 3 cities. Reels will evolve into interactive shopping portals with embedded links, price previews, and influencer collaborations in real time. Meanwhile, AI-driven personalized campaigns on Meta platforms will bridge the gap between impulse and action—making the retail journey not just social, but seamless.
References:
Reported By: about.fb.com
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