India is regarded as one of the most diversified markets in the world, which serves up to a population of nearly 1.2 billion people. India, known for its strong customer and retail base is now emerging as the home ground for certain redefining trends and can configure the future of the customer and retail industry. As the brand emphasis now shifted to customer experiences besides the technology-enhanced shopping, social commerce now materializes the next generation trend. S-commerce with its ability to organize the entire shopping journey can revamp the future of commerce. The process of selling products directly using social media platforms is referred to as Social commerce. It is the convergence of e-commerce and social media platforms. This can act as a social link that stimulates social engagement within the users thereby lure them towards the online purchase of products and services. It paves way for a more direct and convenient shopping experience through online social media platforms ranging from product discovery to check out and payment.
The immense usage of videos on social platforms among the millennial population is a key factor for the widening popularity and growth of social commerce. In 2025 India is expected to emerge as the leading Asian market for social commerce with $100 billion worth vertical for e-commerce. Deep regional connect as well as efficient personal referrals attribute to the success of social commerce in India.
Extensive shopping experiences, genuine engagement, huge customer base and loyalty, use of a wide range of business metrics, etc are some of the appealing features of social commerce. Social commerce enables the customers to consult their family members while purchasing, interact directly with their favorite brands, and can even review other shoppers’ comments on various products, etc, making social media shopping more interactive and immersive when compared to the typical e-commerce shopping. The platform not only provides large engagement for customers but can also act as a customer service channel for addressing their grievances. Social commerce makes it facile for the brand to maintain substantial relationships with their customers and the in-built metrics in the platform facilitate them to analyze and evaluate various campaigns. Social commerce thus can be boon to both the customers and the companies engaged in online shopping.
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