AI, Creators, Messaging Fuel India's Omnichannel Retail Boom: Meta-RAI Report

• AI, short-form video, creators, and messaging platforms are transforming India's retail sector, accelerating omnichannel shopping.
• 77% of retail brand and product discovery occurs on social media, with Meta platforms driving 96% of this discovery.
• Omnichannel shoppers spend 2.5 times more than single-channel shoppers, and up to 73% more when engaging across multiple touchpoints.
• A shift from search-based to scroll-led discovery is noted, with 97% of consumers watching short-form videos daily.
• WhatsApp plays a significant role, with 72% of product discovery now happening on the messaging platform.