Social Media Now Drives Product Discovery for 8 in 10 Indians

Social media has become the new storefront for Indian shoppers. According to a recent Meta-commissioned study nearly 8 in 10 Indian consumers now discover new products through social media, with an overwhelming 96% of these discoveries happening on Meta platforms such as Facebook and Instagram. This marks a dramatic shift in how Indians shop, research and make purchasing decisions—both online and in physical stores.

Meta’s Dominance in Product Discovery

The study conducted by GWI and covering over 2,500 internet users aged 16-64 across India highlights Meta’s growing influence on the entire retail journey. Whether it’s electronics, fashion, groceries or luxury goods, Indian consumers are increasingly turning to Facebook, Instagram and WhatsApp for inspiration and information before making a purchase.

What’s striking is that even in-store shoppers are now more likely to research products online—especially on Meta platforms—than rely solely on physical displays. This trend often called “showrooming,” is especially strong in high-involvement categories like electronics and luxury jewellery, where buyers want to be sure before they buy.

The Rise of Video and Influencer Content

Short-form video content, especially Instagram Reels and two- to three-minute brand videos has emerged as a powerful driver of product discovery and purchase decisions. Nearly a third of viewers surveyed said they bought products after watching such videos with the effect particularly strong in luxury categories where visual storytelling makes a big impact.

Influencer marketing is another key force. The study found that 6 in 10 shoppers follow national influencers and their recommendations are now a major factor in both online and offline purchases. These influencers help bridge the gap between digital discovery and real-world buying guiding followers from inspiration to action.

WhatsApp: Messaging That Sells

Meta’s messaging platform, WhatsApp is also playing a crucial role in the purchase journey. Nearly 60% of users said they are likely to buy a product after seeing an offer on WhatsApp, highlighting the power of direct, personalized business messaging to convert interest into sales and even drive store visits.

Omnichannel Shopping: The New Normal

With Indian shoppers now “social-first, mobile-first, and video-first,” brands and retailers are rethinking how they connect with customers. Meta’s new omnichannel advertising tools help brands link online engagement to in-store actions, optimizing campaigns for real-world results like store visits and offline sales.

Retailers such as Tanishq and Taneira have already seen strong results from these strategies. Tanishq reported a 14x increase in offline return on ad spend (ROAS) by combining conversational commerce with Meta’s Click to WhatsApp solution, and a 40% jump in ROAS for online purchases using omnichannel ads. Taneira achieved 3.5x higher purchase conversions and 4.3x higher ROAS compared to campaigns focused only on online sales.

Offline Retail Still Matters—But Digital Leads the Way

While digital discovery is booming, traditional retail remains important, especially for groceries and clothing. Over 80% of respondents still visited physical stores for grocery shopping in the past year, and 75% bought clothing offline. However, even these shoppers are influenced by what they see online, often researching and discovering products on social media before heading to the store.

Why This Matters for Brands

• Video and influencer content are now essential for reaching Indian shoppers.
• Meta platforms dominate product discovery, making them key for marketing strategies.
• Omnichannel campaigns that connect digital and physical touchpoints are delivering higher returns.
• Direct messaging through WhatsApp is a powerful tool for driving sales and store visits.

The Future of Shopping in India

As social media continues to shape the way Indians discover and buy products, brands must adapt by creating engaging video content, partnering with influencers, and using omnichannel tools to connect online discovery with offline action. The message is clear: in India’s fast-evolving retail landscape, social media is not just an add-on—it’s the starting point for the entire shopping journey.