What is the new model for social commerce startups in India?

New social commerce startups in India are acting as tech layers, connecting creators to established marketplaces rather than handling logistics and fulfillment themselves.

Why is social commerce seeing renewed interest in India?

Renewed interest in social commerce stems from younger consumers preferring creator-led content for shopping and brands shifting ad budgets towards influencer marketing.

What is the impact of creator-led commerce on platforms like Myntra?

Creator-led commerce contributes over 10% of Myntra's platform revenue and results in 10% higher conversion rates compared to traditional discovery methods.

Home / Business and Economy / Social Commerce Reimagined: India's New Wave

Social Commerce Reimagined: India's New Wave

26 Jan

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Summary

New social commerce startups focus on tech layers, not logistics.
Investor interest returns after earlier startups failed to scale.
Creator-led commerce now drives 10% of Myntra's platform revenue.

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.