Almost 80% of consumers in India learn about new products through social media platforms, according to Meta.

Social media sites like Instagram and Facebook have transitioned from being mere spaces for spotting trends to becoming essential avenues for product discovery in India. A report commissioned by Meta and carried out by the Global Wellness Institute (GWI) indicates that almost 80% of Indian consumers find new products through social media, with an impressive 98% of these discoveries happening on Meta platforms like Facebook and Instagram. The results, collected from 2,548 internet users in India aged 16 to 64, emphasize the increasing significance of digital channels compared to traditional in-store displays. Shoppers are growing more dependent on influencers, short-form videos, and promotional content to evaluate product worth before purchasing. According to Ms. Meghna Apparao, the Director of E-commerce and Retail at Meta India, today’s Indian consumers are “social-first, mobile-first, and video-first,” whether their purchases occur online or offline. Short-form videos, especially those ranging from two to three minutes, have become very impactful, with one-third of consumers making purchase choices influenced by brand videos. This pattern is particularly pronounced in the luxury market. Influencer marketing is also crucial, as 60% of participants follow content creators who frequently introduce products to their followers, which stimulates interest and drives conversions. Additionally, WhatsApp, another platform owned by Meta, is becoming a key facilitator for retail, with nearly 60% of users reporting that they made purchases after seeing product offers on the app. To address this shift toward digital, Meta has unveiled new omnichannel advertising features designed to boost brand visibility across its platforms.