Mumbai: As Indian consumers increasingly shift between digital discovery and in-store purchases, omnichannel retail is emerging as the dominant growth model. Meta Platforms, in collaboration with the Retailers Association of India (RAI), has unveiled a new whitepaper detailing how AI, short-form video, creators and messaging platforms are transforming the way Indians discover, evaluate and purchase products across digital and physical touchpoints.
The report finds that omnichannel shoppers are significantly more valuable than single-channel consumers. Shoppers who engage across channels spend 2.5 times more than those who shop via a single channel, and up to 73% more when interacting across multiple touchpoints. The whitepaper blends research insights with case studies to illustrate how discovery, conversation and commerce are converging to create unified retail journeys.
Social media now influences 77% of retail purchase decisions, with Meta platforms accounting for 96% of social discovery. The findings underscore the increasing role of platforms such as Instagram and Facebook in driving both online and offline retail outcomes.
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 and Creators Reshape Retail Discovery
The report highlights a structural shift from search-led shopping to scroll-led discovery. Today, 77% of retail brand and product discovery occurs on social media. 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 content.
Micro and nano creators are playing a growing role in influencing purchase decisions. Creator-led campaigns are delivering measurable lifts across brand consideration, purchase intent and conversions.
Said Manoj Jain, Senior VP & Head, Omni Channel Marketing, Reliance Digital, “Reliance Digital has embraced a Reels-forward strategy, leveraging it to drive brand awareness and business outcomes on Meta. Central to this is our collaboration with regional creators on Meta, enabling authentic connections that resonate with diverse communities, delivering stronger engagement and measurable impact, making Meta an important pillar in our marketing strategy.”
AI-Powered Omnichannel Strategies Deliver Measurable Impact
The whitepaper also highlights the rise of “phygital” shopping behaviour, with more than half of Indian consumers researching products online before buying in-store, and a similar proportion researching in-store before purchasing online.
Retailers adopting Meta’s Omnichannel Optimization have reported over fourfold improvements in omnichannel return on ad spend (ROAS). Businesses integrating in-store sales data with Meta’s advertising measurement via Conversions API are seeing ROAS uplifts ranging from 2x to 5x+, along with incremental sales growth of up to ninefold depending on the industry and market.
Said Amit Agarwal, CMO, Croma, “Meta’s AI-powered solutions have fundamentally elevated our omnichannel approach, enabling us to integrate offline data and activate performance marketing across all touchpoints. This strategic shift empowers us to optimize customer journeys, unlock new growth opportunities, and drive sustained incremental footfall & revenue impact—online and offline—while future-proofing our business in a rapidly evolving retail landscape.”
WhatsApp Emerges as a Commerce Engine
Messaging platforms are increasingly bridging discovery and transactions. The report notes that 72% of product discovery now happens on WhatsApp, highlighting its expanding role in shaping consumer journeys.
Retailers leveraging Business Messaging and Click-to-WhatsApp campaigns are reporting a 61% average improvement in ROAS, a 62% increase in leads generated and 22% higher order values. Additionally, 71% of consumers make a purchase within days of seeing creator content on Meta technologies, demonstrating the strong link between social discovery and real-world transactions.
The whitepaper concludes that unified data strategies, AI-driven optimization and integrated performance marketing will define the next phase of retail competitiveness in India. As digital and physical commerce continue to merge, retailers that align discovery, engagement and conversion across platforms are poised to unlock sustained growth in an increasingly omnichannel marketplace.
