Nearly 80% of Indian shoppers discover new products via social media: Meta

Social media platforms such as Instagram and Facebook have evolved beyond trend-spotting spaces to become vital channels for product discovery in India. A study commissioned by Meta and conducted by market intelligence firm Global Wellness Institute (GWI) reveals that nearly 80% of Indian shoppers discover new products through social media, with 98% of these discoveries occurring on Meta-owned platforms like Facebook and Instagram. The findings, based on responses from 2,548 internet users in India aged 16 to 64, highlight the growing importance of digital channels over traditional in-store displays. Consumers increasingly rely on influencers, short-form video content, and promotional messages to assess product value before making a purchase.
According to Director of E-commerce and Retail at Meta India, Ms. Meghna Apparao, today’s Indian shoppers are “social-first, mobile-first and video-first,” regardless of whether purchases happen online or offline. Short-form videos, particularly those two to three minutes long, have become highly influential, with one in three consumers basing purchase decisions on brand videos. This trend is especially strong in the luxury segment. Influencer marketing is also playing a key role, with 60% of respondents following content creators who often introduce products to their audiences, driving both interest and conversions. WhatsApp, another Meta-owned platform, is emerging as a retail enabler, with nearly 60% of users reporting purchases after encountering product offers on the app. To cater to this digital shift, Meta has launched new omnichannel advertising capabilities aimed at enhancing brand reach across its platforms.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.