Social Commerce Reimagined: India's New Wave

Social commerce is experiencing a resurgence in India, driven by consumers increasingly shopping via creators and video content. Unlike earlier models that handled logistics, newer platforms act as tech layers, connecting creators directly to established marketplaces like Amazon and Myntra. This shift from full-stack operations to creator-commerce infrastructure is attracting renewed investor interest following the failure of several earlier social commerce startups.

Newer platforms facilitate influencer marketing by allowing creators to tag products, generate affiliate links, and track conversions. This approach leverages the mainstreaming of influencing and the influence of short-form video platforms like Instagram and YouTube. Brands are also shifting advertising budgets towards influencer commerce due to rising digital ad costs.

This evolution has led to measurable business outcomes, with creator-led commerce contributing over 10% of Myntra's platform revenue and yielding 10% higher conversion rates. Startups are achieving near-zero customer acquisition costs by utilizing influencer audiences, presenting a more efficient ROI compared to traditional marketplaces. The Indian social commerce market is projected for significant growth by 2030.