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The Rising Significance of Social Commerce for Retail Brands

The retail world is experiencing a digital playground revolution, and social commerce is the star attraction. While established online stores haven’t vanished, social media platforms are morphing into vibrant amusement parks for product discovery, brand engagement, and ultimately, frictionless purchases.

This trend is particularly dominant in markets like the US and China, where social commerce has become the thrill ride everyone’s lining up for. India, however, presents an exciting new frontier. While social commerce is still building its roller coasters, the potential for explosive growth is undeniable, offering a lucrative opportunity for those retail brands brave enough to grab a ticket.


Market Size and Growth.

Social commerce is the new driving force behind the global shopping experience. According to Statista, the social commerce market cap reached a colossal $1298 billion in 2023, and it’s projected to skyrocket to a mind-blowing $80 trillion by 2030. This explosive growth reflects a massive shift in consumer behavior.

A staggering 80% of online shoppers are now turning to social media platforms to discover products, connect with brands, and make seamless purchases. Considering the total online sales volume in 2023, estimated at a hefty $5.3 trillion, the impact of social commerce becomes undeniable. These figures paint a clear picture: social commerce is not a fleeting trend, it’s a rapidly expanding revolution poised to transform the way we shop forever.


social commerce sales worldwide


Social media’s influence on buying behavior

With the rise of the internet and the proliferation of digital platforms, social media has significantly reshaped consumer buying behavior, paving the way for the emergence of social commerce. Platforms like Instagram, Facebook, and TikTok have transformed from mere channels for social interaction into powerful tools for direct marketing and sales.

Influencers and brands leverage these platforms to showcase products through interactive content, live streams, and integrated shopping features, enabling instant purchases. This integration of social interaction with e-commerce functionality facilitates a seamless transition from product discovery to purchase, heavily influencing consumer decisions.

As a result, social commerce has become a crucial element in the retail landscape, not only influencing buying behaviors but also revolutionizing the entire shopping experience.


Social Commerce in India.

Fueled by a rapidly growing internet penetration that has surpassed 600 million users and widespread smartphone adoption, India presents a land of untapped potential for social commerce.

This potential is further amplified by evolving social media habits. Social media platforms are not just for connecting with friends and family anymore, they’re becoming vibrant marketplaces for product discovery, brand engagement, and ultimately, seamless purchases. The comfort level with online shopping in India is also on the rise, with a growing number of consumers embracing the convenience and variety offered by e-commerce platforms.

The opportunities for Indian retail brands are nothing short of phenomenal. Social commerce offers a powerful toolkit to:

  • Reach New Audiences & Expand Customer Base: Go beyond traditional marketing strategies and tap into a vast social media user base, particularly the younger, digitally savvy demographic. Social commerce allows brands to connect with potential customers who may not have been exposed to them otherwise.
  • Build Brand Awareness & Engagement: Leverage the power of social media to create engaging content, build brand recognition, and foster a sense of community. This allows brands to connect with consumers on a deeper level and establish long-lasting relationships.
  • Offer a Convenient & Personalized Shopping Experience: Social commerce platforms provide a user-friendly interface for browsing products, interacting with brands, and making purchases – all within the familiar social media environment. This convenience caters to busy lifestyles and streamlines the shopping journey.
  • Increase Sales & Brand Loyalty: Social commerce fosters direct customer interaction, allowing brands to address concerns, personalized recommendations, and build trust. This translates to increased sales, repeat purchases, and a more loyal customer base.


Actionable Tips for Retail Brands to Conquer Social Commerce

Here are some actionable tips for Indian retail brands to get started:

  1. Know Your Audience, Choose Your Platform (and Tools):

Go beyond just the platform; explore the built-in social commerce tools offered. For instance, is your audience active on Instagram Live Shopping features? Does your product category benefit from utilizing augmented reality (AR) filters for virtual try-on experiences? Research and leverage the tech functionalities most relevant to your target audience and brand.

  1. The Power of Influence with a Data-Driven Approach:

Partnering with relevant influencers continues to be valuable. However, leverage social listening tools and analytics platforms to identify the most impactful micro-influencers for your brand. These tools can reveal valuable data on audience demographics, engagement rates, and brand sentiment associated with potential influencer partnerships.

  1. Frictionless Shopping with Tech Integration:

Go beyond basic “shoppable posts.” Explore integrating your online store with social commerce platforms through APIs to enable features like one-click purchases and real-time inventory tracking. Utilize chatbots powered by artificial intelligence (AI) to handle basic customer inquiries about product details and order status, creating a seamless shopping experience.

  1. Building Trust is Paramount with Transparency Through Tech:

Prioritize excellent customer service, but consider implementing tech solutions to enhance trust-building. Utilize chatbots programmed with clear return policy information and FAQs to address common customer concerns. Integrate customer review platforms directly into your social media pages to showcase transparency and encourage user-generated content that builds trust.


Social commerce is the new retail battleground, and Indian brands can’t afford to be on the sidelines. With a growing internet base and evolving social media habits, the potential for social commerce in India is immense.

By adopting the strategies outlined above from identifying the right platforms and leveraging influencer marketing to creating engaging content and integrating social media with your online store, you can unlock a new era of growth. Prioritize building trust with excellent customer service and transparency through technology.

The future of retail is social. Embrace social commerce now, and watch your brand flourish in the dynamic Indian market.


Adopting the Future of Retail with Olabi’s Omnichannel

Integrating social commerce with traditional sales channels creates a seamless customer experience across all platforms. Olabi, a leader in omnichannel solutions, equips brands with the necessary tools to implement this strategy effectively.

By leveraging Olabi’s expertise, retailers can enhance their engagement and sales, ensuring a cohesive journey from online social interactions to offline purchases. This holistic approach not only meets the modern consumer’s expectations but also sets the stage for sustained business growth and success in the dynamic world of retail.

Get in touch now to learn how we can support your brand’s journey.

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About the Author: Olabi

Olabi is a Retail Enterprise Solution on Cloud. We enable and empower your retail business with our Omni channel suite, designed on Me-Commerce principles and delivered on cloud.

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