Summary:

Social media sites such as Instagram and Facebook have become as important outlets for product discovery in India. According to a Meta-commissioned survey by the Global Wellness Institute, approximately 80% of Indian buyers learn about new items through social media, with Meta platforms accounting for 98% of those discoveries. Based on responses from 2,548 internet users aged 16 to 64, the survey found that digital channels currently outperform traditional in-store displays. Shoppers are increasingly relying on influencers, short videos, and promos to assess items before purchasing.

Indian shoppers are now "social-first, mobile-first, and video-first," according to Meghna Apparao, Director of E-commerce and Retail at Meta India. Short-form films, particularly those lasting 2-3 minutes, affect one out of every three purchase choices, especially in the luxury market. Influencer marketing is also important, with 60% of consumers following producers who launch new items and increase conversions. WhatsApp is emerging as a viable retail channel, with 60% of users making purchases. In response, Meta introduced omnichannel advertising technologies to increase brand reach.

Source: IBEF

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