AI, creators and messaging driving India's omnichannel retail boom: Report

Chandigarh (PTI): Artificial intelligence (AI), short-form video, creators and messaging platforms are reshaping India's retail landscape and accelerating omnichannel shopping, according to a report by Meta and the Retailers Association of India (RAI).

The report said 77 per cent of retail brand and product discovery now happens on social media, with Meta platforms accounting for 96 per cent of such discovery. According to the findings, consumers who shop across online and offline channels spend 2.5 times more than single-channel shoppers and up to 73 per cent more when engaging across multiple touchpoints.

The report noted a shift from search-based shopping to scroll-led discovery, with 97 per cent of consumers watching short-form videos daily. Nearly 60 per cent of time spent on Facebook and Instagram is now on video content.

Meghna Apparao, Director, E-Commerce and Retail (India), Meta, said retail leaders should focus on leveraging Reels and creators for engagement, adopting omnichannel performance marketing, and using WhatsApp as a personalised commerce channel.

The report highlighted that more than half of Indian consumers research products online before purchasing in-store, while a similar proportion research in-store before buying online, reflecting growing "phygital" shopping behaviour.

The report also underlined the growing role of WhatsApp in commerce, stating that 72 per cent of product discovery now takes place on the messaging platform.