Social media platforms have a significant impact on 77% of retail purchase choices in India, with Meta platforms leading at 96% for social discovery, according to a report by Meta and Retailers Association of India (RAI). Short-form videos and creators play a crucial role in product discovery, with 97% of consumers watching short videos daily and 60% of time spent on Facebook and Instagram dedicated to videos.
The report highlights that 72% of product discovery occurs on WhatsApp, emphasizing the platform’s importance in consumer engagement. Businesses utilizing Business Messaging and Click-to-WhatsApp campaigns are experiencing positive outcomes, with a 61% increase in return on ad spend, a 62% rise in leads generated, and a 22% boost in order values.
Moreover, omnichannel shoppers prove to be more valuable, spending 2.5 times more than single-channel shoppers and up to 73% more when interacting across various touchpoints. Meta’s AI-driven shopping tools, such as Omnichannel Optimization, are now being used to enhance digital campaigns for driving verifiable in-store sales.
Hitesh Bhatt, Director of Marketing & Communications at Retailers Association of India (RAI), noted a significant shift in consumer behavior, where the lines between online and offline shopping are blurring. He emphasized that discovery, influence, and purchases are now intertwined through content, creators, conversations, and stores within the same consumer journey.
Meghna Apparao, Director of E-Commerce and Retail (India) at Meta, advised retail leaders to adopt omnichannel performance marketing strategies to effectively engage with consumers across platforms, maximizing their reach and impact. She also encouraged industry players to utilize WhatsApp as a direct and personalized channel for customer interaction and commerce.
The report also indicates a growing trend among Indian consumers towards “phygital” shopping behavior, with over half conducting online product research before making in-store purchases and a similar proportion researching in-store before buying online.
