People used to discover a product in one place and buy it in another. Social commerce brings those steps together: a post, a creator's recommendation and a checkout can sit a few taps apart. Here is what recent studies say about Indian shoppers. Most come from platforms or vendors, so we note the source each time.
Discovery now happens on social
- A GWI study commissioned by Meta (n=2,548 internet users aged 16 to 64, June 2025) found almost 8 in 10 Indian shoppers discover products through social media, 96% of them on Meta platforms. Three in 10 viewers bought products featured in brand videos.
- A related Meta-commissioned study reported by Social Samosa (November 2024) found 68% of Tier-II and Tier-III respondents discovered products via social media, and 95% had used WhatsApp for purchasing.
- Google says shopping watch time on YouTube in India grew 250% year on year (February 2024 to February 2025), and 85% of viewers find brand-creator collaborations authentic. These are Google's own figures.
Beyond the metros
Redseer's 2021 forecast said almost 80% of social commerce shoppers come from towns and cities beyond the top metros. Bain's How India Shops Online 2025 says Tier-2 and smaller cities account for 60% of new online customers since 2020 (we saw this through a mirror, so confirm on bain.com). Meesho reported 234.2 million annual transacting users in H1 FY26, up 34%, per MediaNama's reading of its IPO filing.
How big is it?
Estimates differ widely. Bain and Sequoia projected $16 to 20 billion by 2025 (2020 forecast), Redseer $7 billion by 2025 (2021 forecast), and Mordor Intelligence estimates $29.27 billion in 2025. The scopes differ, so we do not give one number. Treat all as estimates.
Trust, creators and UGC
Edelman's 2025 brand trust report found customer reviews (68%) and influencers (58%) among the sources that shape opinion before purchase. See our post on UGC and trust for the detail and for ASCI disclosure rules, which apply to creator content.
Challenges brands face
- Privacy: PwC India's 2024 consumer survey (n=1,000) found 76% raised privacy and data-sharing concerns on social platforms. India's DPDP Rules were notified on 14 November 2025 with phased commencement, with most obligations applying after 18 months. Have counsel review what applies to you.
- Returns: a Base blog (vendor, no stated method) says cash on delivery is 58 to 64% of Tier-2 and Tier-3 orders but 76 to 83% of return-to-origin volume. Test prepaid incentives.
- Authenticity: audiences spot content that feels forced, so choose creators whose audience matches yours.
What brands should do
- Make discovery to checkout as short as possible, including WhatsApp where customers already ask questions.
- Work with creators whose audiences match yours and label paid content.
- Collect and showcase genuine customer content, with permission.
- Be transparent about data use.
- Measure by city tier and channel, and test rather than assume.
Final thoughts
Social commerce rewards brands that earn trust and make buying easy. Platform and market figures change quickly, so check dates before you plan around them.
Sources
Meta newsroom (GWI study), 12 June 2025: about.fb.com
Social Samosa on Meta study, 27 November 2024: socialsamosa.com
Google India blog, 10 October 2025: blog.google
The Paypers on Redseer, 12 April 2021: thepaypers.com
Consultancy.in on Bain and Sequoia, 23 December 2020: consultancy.in
Mordor Intelligence, updated 19 December 2025: mordorintelligence.com
MediaNama on Meesho IPO filing, 2 December 2025: medianama.com
BusinessWorld on PwC India survey: businessworld.in
Storyboard18 on DPDP Rules: storyboard18.com
Base blog on COD and RTO: base.com
Where to go next
See our Social Media & Content Marketing and Influencer & UGC Marketing services.
