Shopping in India is increasingly beginning with a scroll. A fashion reel, a product demonstration, a creator’s review or a deal shared on WhatsApp can introduce customers to products they may never have searched for themselves. Social media is becoming more than a place to connect and share content; it is an important part of the modern shopping journey.
A February 2026 report from Meta and the Retailers Association of India highlights this shift. According to Meta’s findings, social media influences 77% of retail purchase decisions, while short-form video and creator content play an increasingly important role in product discovery. The findings point to a retail environment where consumers can discover a product through content, ask questions through messaging and complete a purchase online or in a physical store.
Creators are becoming part of the buying journey. Instead of relying only on traditional advertisements, businesses can use product demonstrations, customer testimonials, styling ideas and regional-language videos to explain what they sell. These formats can help customers understand how a product looks, works or fits into everyday life. Smaller creators may also help businesses connect with niche communities through familiar language and relatable recommendations.
YouTube is also formalising the link between content and commerce. Its Shopping affiliate programme launched in India in October 2024, allowing eligible creators to tag products from participating retailers in videos, Shorts and livestreams and earn revenue from qualifying purchases. In 2026, YouTube announced plans to expand its retail partnerships in India, reflecting the growing overlap between entertainment, recommendations and shopping.
For small businesses, this shift creates an opportunity—but visibility alone is not enough. A compelling post may attract attention, but customers still need clear product information, transparent pricing, reliable delivery, convenient payment options and confidence that the seller is genuine. Businesses also need a consistent place where interested shoppers can browse products and complete an order.
This is where a social media presence can work alongside an independent online store. factori.com, through retailing.factori.com, offers retailers tools to establish their own branded online stores, with access to products, payment capabilities and fulfilment support. Retailers can use social platforms to introduce their brand and attract interest, then direct potential customers to their store to explore products and shop.
India’s new shopping street may not be a physical road lined with shops. It is a digital space where discovery, recommendations and conversations increasingly influence buying decisions. For small businesses, combining engaging social content with a dependable shopping experience can help turn a passing scroll into a customer relationship. Results, however, depend on the products, audience, service quality and consistency of promotion.
Sources and references
1. Meta and Retailers Association of India — Social media and retail trends
Research on how social media, short-form videos and creators influence Indian shoppers, published in February 2026.
2. Google — YouTube Shopping launches in India
Official announcement explaining how eligible creators can tag products and earn from purchases through participating retailers.
3. Google — Expanding YouTube Shopping in India
A 2026 update on creator earnings, product tagging and expanded retail partnerships in India.
4. Google and Deloitte — The $250 Billion Commerce Frontier
A 2026 report on India's e-commerce outlook, creator influence and changing shopping journeys.