A new study commissioned by Meta and conducted by Global Wellness Institute (GWI) reveals that nearly 80% of Indian shoppers discover new products through social media platforms, with 98% of those discoveries taking place on Meta-owned apps like Instagram, Facebook, and WhatsApp. Based on a survey of 2,548 internet users in India aged 16 to 64, the findings highlight the shift from traditional product discovery to mobile-first, video-first, and social-first shopping behaviours.
Short-form videos, influencer content, and brand-led promotions are increasingly shaping consumer choices—particularly in high-involvement segments like fashion, personal care, and luxury. Among those surveyed, one in three shoppers said their purchase decisions are directly influenced by brand videos under three minutes long.
Influencer content and messaging platforms shape retail journeys
The study found that 60% of consumers follow influencers who introduce them to new products. Influencer-led discovery is now a core part of the consumer funnel, especially in the early awareness stage. Additionally, nearly 60% of WhatsApp users reported making a purchase after encountering product offers via the app, highlighting its growing role as a retail enablement tool.
Also read: 52% of Indian Shoppers Shift to Private Labels
Meta India’s retail and e-commerce strategy now reflects this transformation. The company has introduced new omnichannel advertising tools across its platforms, designed to help brands reach mobile-savvy users in moments of discovery and decision-making.
From social engagement to purchase action
The findings reinforce the role of social platforms as more than just trendspotting destinations—they are now fully integrated parts of the retail journey. Consumers are actively using social media to evaluate products, compare features, and make purchasing decisions across both online and offline channels.
As digital adoption deepens in India, Meta’s data suggests that brands must adapt to a consumer landscape driven by short-form content, influencer credibility, and conversational commerce. Product discovery is no longer happening in-store—it’s happening in the scroll.
