**Meta** in collaboration with **Retailers Association of India (RAI)** has released a new whitepaper on February 25, 2026. It highlights the transformative role of social media in India’s retail environment, titled Insights on AI-Driven Omnichannel Shopping.
Key findings confirm that social media platforms now influence **77%** of retail purchase decisions and brand/product searches in India, with Meta’s ecosystem (primarily Facebook, Instagram and WhatsApp) driving **96%** of this social search. Short-form video content is accelerating this change, with **97%** of consumers watching video every day and **60%** of time spent on video formats like Reels on Facebook and Instagram.
The report emphasizes the emergence of **WhatsApp** as a major commerce channel, with **72%** of product searches occurring on the platform. Retailers who leverage business messaging and click-to-WhatsApp campaigns report an average **61%** improvement in return on ad spend (ROAS), **62%** increase in leads, and **22%** higher order value, demonstrating the impact of conversational commerce on acquisitions and sales.
Omnichannel shoppers prove to be significantly more valuable, spending **2.5x** more than single-channel users and up to **73%** more when engaging across multiple touchpoints. Indian consumers exhibit strong “phygital” behavior: more than half research products online before making an in-store purchase, and the same number research in-store before purchasing online.
Meta’s AI tools, like **Omnichannel Optimization**, now help optimize digital campaigns for verified in-store sales, seamlessly merging discovery, influence and purchase.
Hitesh Bhatt, Director of Marketing and Communications at RAI, said: “There is a sea change in retail: consumers no longer move between online and offline; they engage in both at the same time. Discovery, influence and purchase now happen through content, creators, conversations and stores, often in a single journey.”
Meghna Apparao, director of e-commerce and retail (India) at Meta, urged retailers to adopt omnichannel performance marketing, prioritize Reels and creators for engagement, and use WhatsApp for personalized interactions to drive growth in India’s changing market.
The whitepaper combines consumer insights with case studies, and outlines the unified retail journey necessary for future success amid growing AI, video and messaging impact.
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