Meta's short videos are reshaping how Indians shop

Indians are increasingly turning to social media to discover, compare and buy everything from daily groceries to luxury jewellery—often without stepping into a store.

- Suneera Tandon

NEW DELHI:

Nearly eight in 10 shoppers in India rely on social platforms for product discovery, with an overwhelming 96% doing so through Meta's platforms such as Facebook and Instagram, according to the company's latest India Retail Purchase Journey report released Thursday.

The report underscores Meta's growing influence not just in India's digital advertising space, but across the entire retail funnel—from discovery to purchase. As shoppers toggle between online research and offline shopping, especially in high-ticket categories, Meta is positioning itself at the centre of this omni-channel shift.

The study, based on a Meta-commissioned survey of 2,548 internet users aged 16-64 years, tracked how consumers in India engage with retail categories ranging from electronics and clothing to luxury goods and groceries.