Mumbai: In a fast-evolving retail landscape, a new Meta-commissioned study by GWI reveals how digital touchpoints like influencers, short-form videos, and messaging are rapidly changing how Indian consumers shop—even for offline purchases. With nearly 8 in 10 shoppers discovering new products through social media—and 96% of them doing so via Meta platforms such as Facebook and Instagram—the findings underscore the pivotal role of online platforms in influencing retail behavior.
The study, conducted with 2,548 internet users aged 16-64 across India, explores the rising trend of digital discovery shaping consumer journeys in both online and physical retail. From Instagram Reels to WhatsApp offers, Meta’s platforms are enabling offline retailers to build engaging and measurable omnichannel shopping experiences.
“Indian shoppers today are social-first, mobile-first, and video-first irrespective of whether the purchase happens offline or online,” said Meghna Apparao, Director, E-commerce and Retail at Meta in India. “With consumers increasingly relying on Reels, messaging, and influencer content to discover and evaluate products, offline retailers have an opportunity to reach their customers across multiple touch points simultaneously and harness the power of our platforms to build unique online and phygital experiences that also move metrics across the funnel.”
Short-form videos—especially Reels—are proving to be powerful purchase drivers. According to the study, nearly one-third of viewers bought products featured in brand videos. This influence is particularly strong in premium categories, where immersive and visual storytelling plays a key role in purchase decisions.
Similarly, influencer marketing is emerging as a dominant force in retail. The study finds that 6 in 10 Indian shoppers follow national influencers, whose content significantly impacts product discovery and purchase behavior. These influencer endorsements influence both online and offline buying, indicating a seamless integration of digital influence across the customer journey.
WhatsApp, Meta’s messaging platform, is becoming a critical conversion channel. Nearly 60% of users are likely to purchase a product after receiving an offer on WhatsApp, illustrating the effectiveness of direct, personalized communication in driving footfall and conversions in physical stores.
To support this evolving shopper behavior, Meta has introduced new omnichannel advertising capabilities, helping brands bridge online engagement and real-world sales. By integrating Meta’s performance tools across digital and physical touchpoints, retailers can now optimize for outcomes such as store visits and in-store conversions.
Pelki Tshering, Chief Marketing Officer, Tanishq, shared, “We’ve always believed in meeting our customers where they are — both online and offline. Meta’s solutions like Click to WhatsApp (CTWA) have helped us in that journey. By combining conversational commerce with tailored messaging, we’ve seen over 14x offline ROAS. What’s even more exciting is the potential of Meta’s omnichannel ads — allowing us to drive both online and in-store sales through a single, unified campaign. As one of the first to test the solution with offline CAPI, we’re seeing a 40% jump in ROAS for online purchases and an improvement in offline purchases. Meta’s retail solutions are helping us not just drive omni sales — but truly connect with our customers, wherever they are in their buying journey.”
Aishwarya Omprakash, Head of Marketing, Taneira, added, “In our pilot campaign utilizing Meta’s omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher Return on Ad Spend (ROAS) compared to campaigns optimized solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we’re excited to take this experiment further in the coming year.”
As social and messaging platforms become integral to the retail funnel, Meta’s latest study affirms that digital discovery is no longer optional—even for brick-and-mortar brands. The future of retail lies in seamless, omnichannel experiences powered by insight, influence, and interactivity.
