Meta Platforms Propel 77% of Retail Discoveries via Social Media: New Insights
Synopsis
A recent report reveals that social media influences 77% of retail purchases in India, with Meta platforms leading at 96%. The findings emphasize the pivotal role of video content and WhatsApp in consumer behavior, showcasing a shift towards omnichannel shopping.
Key Takeaways
77% of retail purchases in India are influenced by social media.
Meta platforms drive 96% of social discovery.
72% of product discovery happens on WhatsApp.
Omnichannel shoppers spend 2.5 times more than single-channel shoppers.
Meta's tools enhance campaigns for in-store sales.
New Delhi, Feb 25 (NationPress) Social media channels are currently shaping 77% of retail buying choices in India, with Meta platforms accounting for 96% of all social discovery, according to a recent report. The collaboration between Meta and the Retailers Association of India (RAI) highlights that short-form videos and content creators are significantly boosting product visibility. A remarkable 97% of users watch short videos daily, dedicating 60% of their time on Facebook and Instagram to video content.
The findings reveal that 72% of product discovery occurs on the messaging app WhatsApp. Retailers implementing Business Messaging and Click-to-WhatsApp campaigns are experiencing an average 61% increase in return on ad spend, a 62% rise in leads generated, and 22% greater order values. This underscores the importance of conversational commerce in enhancing customer acquisition and sales.
According to the report, omnichannel shoppers are more profitable, spending 2.5 times more than those who shop through a single channel and up to 73% more when they engage across various touchpoints. Meta’s AI-driven shopping solutions, such as Omnichannel Optimization, are designed to enhance digital campaigns aimed at driving measurable in-store sales.
“There’s been a pivotal transformation in retail: consumers now interact with both online and offline platforms simultaneously. Discovery, influence, and purchasing are now intertwined through content, creators, conversations, and physical stores, often happening in a single journey,” stated Hitesh Bhatt, Director - Marketing & Communications at RAI.
Retail executives are encouraged to adopt omnichannel performance marketing strategies to effectively connect with consumers across diverse platforms, maximizing their reach and impact, according to Meghna Apparao, Director of E-Commerce and Retail (India) at Meta.
Moreover, she emphasized the need for industry stakeholders to utilize WhatsApp as a direct, personalized avenue for customer engagement and commerce.
The report also indicates that Indian consumers are increasingly embracing a “phygital” shopping approach, with over half conducting online research before making in-store purchases, and a similar number researching in physical locations before buying online.
Point of View
It becomes evident that social media is not just a tool but a pivotal player in shaping retail dynamics in India. The insights underline the necessity for businesses to adapt and thrive in an omnichannel environment, connecting with consumers where they are most active.
NationPress
6 May 2026
Frequently Asked Questions
What percentage of retail decisions are influenced by social media in India?
Social media currently influences 77% of retail purchase decisions in India.
Which platforms drive the majority of social discovery?
Meta platforms are responsible for 96% of social discovery.
How does WhatsApp contribute to product discovery?
According to the report, 72% of product discovery occurs on WhatsApp.
What impact do omnichannel shoppers have on retail spending?
Omnichannel shoppers spend 2.5 times more than those using a single channel.
What are Meta's AI-led shopping tools designed to do?
Meta’s tools aim to optimize digital campaigns for verifiable in-store sales.
