80% Indian shoppers discover new products through social media: Study

With pervasive adoption of social media, consumers are increasingly seeking online experiences even in offline purchases. Nearly eight in 10 shoppers (80%) discover new products through social media and also rely on online touchpoints such as influencers, short-form video content, and messaging to determine their shopping experience and purchase decisions. This was revealed in a retail industry study commissioned by Meta and carried out by the global media and audience research firm, GWI. According to the study, 96% of all online product discoveries by consumers happen on Meta’s platforms such as Facebook and Instagram, highlighting the role these platforms play in retail today.

With social media increasingly playing an important role in guiding purchase decisions, Meta has unveiled key consumer insights from a study on the Retail industry. The Meta-commissioned study by GWI highlights how consumers are increasingly seeking online experiences even in offline purchases, how they are discovering new products and brands online, and relying on online touchpoints. These touch points include influencers, short-form video content, and messaging which help them determine their shopping experience and purchase decisions. Even the in-store shoppers are increasingly relying more on online and particularly Meta platforms for discovery and research than just on physical retail displays, finds the study.

According to the study, which was done with 2,548 internet users aged 16-64 across India, nearly 8 in 10 shoppers discover new products through social media, with 96% of these discoveries happening on Meta platforms, underscoring the role of Facebook and Instagram in today’s retail landscape. The influence is so significant that even in-store shoppers are increasingly relying more on online and particularly Meta platforms for discovery and research than just on physical retail displays.

“Indian shoppers today are social-first, mobile-first, and video-first irrespective of whether the purchase happens offline or online. Consumers are relying on Reels, messaging, and influencer content to discover and evaluate products. This gives offline retailers an opportunity to reach customers across multiple touch points and use Meta’s platforms to build online and phygital experiences that move metrics across the funnel,” said Meghna Apparao, director, e-commerce and retail at Meta in India.

The study highlights the powerful impact of video content on purchase behaviour. Two to three-minute videos and Reels on Meta platforms are proving effective, with nearly a third of surveyed viewers purchasing products featured in the brand videos. This trend is prominent in luxury categories, where visual storytelling through short-form content influences buying decisions, finds the survey.

The study also finds that six in 10 shoppers follow national influencers, with this category of content creators having the biggest impact on both, product discovery and purchase decisions. National influencer recommendations are driving sales both online and in physical stores, demonstrating the cross-channel influence of social media personalities. The survey notes that even WhatsApp, the popular messaging platform has also been playing a role in consumers’ purchase journeys. Nearly 60% of users are likely to buy a product after seeing an offer on WhatsApp, highlighting how business messaging leads to tangible retail action and drives store visits.

Pelki Tshering, chief marketing officer, Tanishq, said, “Meta’s solutions like Click to WhatsApp (CTWA) have helped us in that journey. By combining conversational commerce with tailored messaging, we have seen over 14x offline ROAS.” Tshering added that Meta’s omnichannel ads were helping Tanishq drive online as well as offline sales through unified campaigns. Early tests had shown a 40% rise in ROAS for online purchases and improved offline performance, Tshering mentioned.