AI, Creators, Messaging Ignite India’s Omnichannel Shopping Boom: Meta & Retailers Association of India Whitepaper
As Indian consumers move fluidly between scrolling on social media and shopping in-store or online, retail journeys are becoming increasingly omnichannel. To understand this shift, Meta, in collaboration with the Retailers Association of India (RAI), has unveiled findings from a new whitepaper highlighting how AI, short-form video, creators, and messaging platforms are reshaping Indians discover, evaluate, and purchase products across digital and physical channels.
The report finds that omnichannel shoppers are significantly more valuable, with consumers who shop across channels spending 2.5 times more than single-channel shoppers and up to 73% more when engaging across multiple touchpoints. Blending research insights with real-world case studies, the whitepaper outlines how discovery, conversation, and commerce are converging to make unified retail journeys a core growth model.
Said Meghna Apparao, Director, E-Commerce & Retail (India), Meta, “I urge retail leaders to focus on three transformative pillars highlighted in this whitepaper. First, harness the power of Reels and Creators to drive authentic engagement and brand storytelling. Second, embrace omnichannel performance marketing to seamlessly connect with consumers across platforms, optimizing reach and impact. Third, leverage WhatsApp as a direct, personalized channel for customer interaction and commerce. Together, these strategies unlock new growth opportunities, foster deeper relationships, and position your brand at the forefront of digital retail innovation in India’s dynamic market.”
Said Hitesh Bhatt, Director – Marketing & Communications, Retailers Association of India (RAI), “There has been a fundamental shift in retail: consumers no longer move between online and offline; they operate across both at once. Discovery, influence, and purchase now happen through content, creators, conversations, and stores, often in the same journey. For retailers, the challenge is no longer adopting digital tools, but integrating them to drive measurable outcomes. Omnichannel maturity will define competitiveness in Indian retail, and this report outlines what it takes to get there.”
Social Media & Creators – The New Gateway to Retail
The Indian retail landscape is undergoing a clear shift from a search-based transaction model to a scroll-led discovery ecosystem. Today, 77% of retail brand and product discovery happens on social media, with Meta platforms accounting for 96% of this discovery, underscoring the growing influence of Instagram and Facebook on both online and offline purchases.
Short-form video has emerged as the dominant engagement format, with 97% of consumers watching it daily and 60% of time on Facebook and Instagram spent on video. At the same time, the rise of micro and nano creators is reshaping trust and accelerating purchase decisions, with creator-led campaigns delivering measurable lifts across consideration, intent, and conversion.
