The New Face of Shopping in India: How Reels and Shorts Are Driving Purchases
India’s retail sector is undergoing a rapid digital transformation, reshaping how consumers discover and buy products. A recent joint report by Meta and the Retailers Association of India (RAI) reveals that artificial intelligence (AI), short-form videos, content creators, and messaging platforms are collectively revolutionizing the shopping experience. Gone are the days when people relied solely on search engines to find products—today, social media is the go-to destination for product discovery.
77% of Product Searches Now Happen on Social Media
According to the report, a staggering 77 percent of all searches for retail brands and products in India now occur through social media platforms. Of these searches, 96 percent take place on Meta’s ecosystem—primarily Facebook, Instagram, and WhatsApp. This shift underscores a fundamental change in consumer behavior: shoppers are no longer typing queries into traditional search bars. Instead, they scroll through their social feeds, watching videos and reels that naturally introduce them to new items.
The Dominance of Short-Form Video
Short-form video content has become the undisputed king of engagement. The report notes that 97 percent of consumers watch short videos daily. On Facebook and Instagram, approximately 60 percent of total time spent is now dedicated to video content. This visual, fast-paced format captures attention more effectively than static images or text, making it a powerful tool for brands to showcase their products and connect with potential buyers.
Omnichannel Shoppers Spend Significantly More
The research highlights a clear advantage for retailers who integrate online and offline channels. Customers who shop through both digital and physical stores spend 2.5 times more than those who use only one channel. Furthermore, when shoppers engage with multiple touchpoints—such as social media, a brand’s website, and an in-store visit—their spending increases by up to 73 percent. This data emphasizes the importance of creating a seamless, connected journey for the modern consumer.
The Rise of Phygital Shopping
India is witnessing the rise of “phygital” shopping—a blend of physical and digital experiences. More than half of all consumers now conduct online research before making a purchase in a physical store. Conversely, a large number of shoppers visit a store first to gather information and then complete the transaction online. This trend reveals that consumers are not abandoning either channel; rather, they are using both strategically to make informed decisions.
WhatsApp Emerges as a Commerce Powerhouse
Messaging apps are playing an increasingly vital role in the shopping journey. The report reveals that 72 percent of product discoveries now occur on WhatsApp. Meghna Apparao, Director of E-commerce and Retail at Meta India, advises retail companies to leverage reels and creator content more effectively. She also recommends adopting omnichannel performance marketing and using WhatsApp as a personalized commerce channel. The platform’s ability to facilitate direct, one-on-one conversations between brands and consumers makes it an ideal tool for building trust and driving sales.
The Future of Retail in India
This report paints a clear picture of where Indian retail is heading. The future belongs to brands that can seamlessly integrate social media, AI, and messaging apps into their strategies. Those that successfully bridge the gap between digital discovery and offline fulfillment—or vice versa—will be best positioned to thrive in this evolving landscape. The key takeaway for retailers is simple: meet your customers where they are, and that place is increasingly on social feeds and messaging apps, watching reels and engaging with creators.
