Meta and RAI Report Highlights AI and Messaging Driving India's Omnichannel Retail Growth

A report by Meta and the Retailers Association of India highlights how AI, short-form videos, creators, and messaging platforms are transforming India's retail sector by driving omnichannel shopping. It finds that 77% of product discovery occurs on social media, mainly Meta platforms, with consumers spending significantly more when shopping across online and offline channels. The report emphasizes the rise of 'phygital' shopping, the growing influence of WhatsApp in commerce, and the shift from search-based to scroll-led discovery, underscoring the importance of integrating digital and physical retail strategies.