As social media reshapes the retail landscape in India, a recent study commissioned by Meta reveals transformative insights for small business owners navigating these changes. The report emphasizes the critical role platforms like Facebook and Instagram play in influencing shopping behaviors, data that is particularly relevant as the surge in digital engagement continues to redefine customer journeys in physical stores.
Almost 80% of shoppers now discover new products through social media, with a staggering 96% of these encounters occurring on Meta’s platforms. The implications are profound: physical retail displays are losing their dominance as shoppers increasingly turn to social media for product research and discovery. This shift underscores the necessity for small businesses to adapt to a “social-first” approach in their marketing strategies.
“Indian shoppers today are social-first, mobile-first, and video-first regardless of the purchase setting,” said Meghna Apparao, Director of E-commerce and Retail (India) at Meta. “With consumers increasingly relying on Reels, messaging, and influencer content to discover and evaluate products, offline retailers have an opportunity to reach their customers across multiple touch points simultaneously.”
The pivotal role of video content cannot be understated. Two- to three-minute videos on platforms like Instagram Reels prove to be particularly effective, resulting in 30% of viewers making purchases after engaging with brand content. This trend holds especially true in luxury markets, where compelling visual storytelling enhances consumer interest and encourages spending.
Innovative business strategies integrating these insights are already yielding impressive results. Tanishq, a prominent jewelry brand, has harnessed Meta’s tools to create engaging customer connections. Pelki Tshering, the Chief Marketing Officer, noted, “By combining conversational commerce with tailored messaging, we’ve seen over 14x offline return on ad spend (ROAS).” The ability to drive both online and in-store sales with a unified campaign through omnichannel ads has further propelled Tanishq’s success, demonstrating a promising path for retail operations leveraging integrated technology.
In a similar vein, Taneira reported significant increases in campaign performance. “In our pilot campaign utilizing Meta’s omnichannel ads, we achieved 3.5x higher purchase conversions and 4.3x higher ROAS compared to campaigns focused solely on purchases,” stated Aishwarya Omprakash, Head of Marketing at Taneira. This multi-touchpoint strategy has consequently positioned Taneira for future growth and engagement.
Moreover, influencer marketing is proving to be a vital component of consumer decision-making. The study reveals that 60% of shoppers follow national influencers, demonstrating their substantial sway over product discovery and purchases both online and offline. These findings indicate that developing partnerships with influencers may be a crucial strategy for small businesses seeking to expand their reach and effectiveness in marketing.
What might be most surprising is the pivotal role of WhatsApp in facilitating transactions. The messaging platform acts as a direct line to consumers, with nearly 60% of users likely to purchase a product after viewing an offer on the app. This indicates a strong trend toward using business messaging as a functional tool in driving foot traffic and enhancing conversion rates in retail shops.
Despite the ongoing preference for in-store shopping for high-ticket items, the integration of online research and social discovery is amplifying their significance. This trend of “webrooming” and “showrooming” signifies that a blended shopping experience is not only desirable but necessary for meeting today’s consumer expectations.
As brands continue to explore the benefits of storytelling through short-form video and influencer collaborations, the Meta study serves as a roadmap for small business owners. The insights reiterate the critical nature of adapting marketing strategies to engage effectively with consumers throughout their shopping journeys—covering every touchpoint from initial discovery to final purchase.
Investing in digital marketing solutions that leverage social media trends offers transformative potential for small businesses. Embracing these insights could lead to significant advancements in consumer engagement, sales, and overall market presence. As the retail landscape evolves, staying ahead of these trends might well determine the future success of small businesses in India’s dynamic market.
For more information, visit the original post on Meta’s website: Meta Press Release.
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