India to have 228 mn social commerce shoppers by the end of 2022


According to a report by Recogn, WATConsult’s research division, India is expected to have 228 million social commerce consumers by the end of 2022. This is a 45% jump from the current user base. At present, there are 157 million social commerce shoppers, who constitute about 53% of the entire e-commerce users in India.

Social commerce is essentially the buying and selling of products on a social media platform. Taking social media beyond its traditional role, it allows users to complete the purchase without leaving the concerned social media app.

This combination of digital commerce and social media, with increasing adoption from smaller metros and towns, is seeing huge growth. This is driven by the benefits offered by these platforms to both customers and businesses.

27% of the shoppers said that they prefer these platforms over other e-commerce apps or websites, as they can browse, like, and purchase on the same platform.

35% of people said that the recommendations and comments which helped them in their buying decisions were why they prefer these platforms. For 30%, it was the affordable prices.

These platforms offer a cost-effective solution for businesses, and an added reach through digital marketing, as it helps to connect them directly to their customers.

The report also examines the customer’s attitudes towards social media platforms for shopping. It shows that 57% prefer to shop on YouTube, followed by WhatsApp at 55% and then Facebook at 51%.

Younger customers prefer Facebook and Instagram for their shopping needs. And older customers prefer Whatsapp and Facebook. Sharechat is also a likely option for these shoppers in the near future.

This shopping behavior also varies between males and females. The majority of the male shoppers scroll through social media without any intention of making a purchase. If they do end up making one.

Female shoppers, on the other hand, will pointedly search for their preferred brand on the app to learn more about the product and its alternatives before making their final choice.

Popular categories under social commerce are mobiles/tablets, fashion and accessories, beauty and grooming products, electronics and appliances, and sports, fitness, and outdoor products.

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