FUELING INDIA'S ECOMMERCE GROWTH

Discovery commerce, innovations and the rapid digital adoption across smaller towns will further augment digital commerce’s success in India

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ARUN SRINIVAS, Director & Head of Global Business Group, Facebook India

Over the last decade, the eCommerce industry has been the poster child of growth, innovation, and opportunity in India. Just when we thought that the rapid trajectory for the industry was behind us, the pandemic strapped it with rocket engines. Facebook’s consumer studies with Boston Consulting Group told us that eCommerce adoption had accelerated by two-three years within just weeks of the first lockdown last year. Over the last year, as businesses swiftly moved online to reach their customers, social media proved to be a pivotal bridge between people and businesses by aiding the discovery of brands and products.

The next phase of growth for eCommerce in India will be powered by discovery commerce, innovations, and rapid digital adoption across smaller towns.

Discovery Commerce’s Push To Ecommerce

The important role of discovery in our shopping journeys has now moved from offline store browsing to social media interactions, and businesses are building inspiration as a core part of their digital consumer engagement.

As the primary engine of discovery in the virtual world, social media is an essential link in the path to purchase. A Facebook-commissioned online survey showed that 96 percent of the surveyed people said that they discover brands and products online. Furthermore, 96 per cent of weekly users who discover apparel, beauty, furniture, or consumer electronics on the Facebook apps ultimately make a purchase, said the survey.