Shopping Platforms Are Learning To Feel More Social
Explore the rise of social commerce in India, as e-commerce platforms blend shopping with live streams, video feeds, and creator content.
From Transactional to Interactional
For years, online shopping has been a straightforward, if somewhat sterile, process: search, find, and buy. But a fundamental
shift is underway. Major e-commerce players are increasingly integrating social features into their platforms, transforming them from simple digital marketplaces into vibrant, interactive communities. This trend, known as social commerce, collapses the distance between seeing a product in a social feed and purchasing it. [7] The goal is to make online shopping less like a solo trip to a warehouse and more like a day at the mall with friends—full of discovery, recommendations, and shared experiences. In India, this market was valued at USD 8.9 billion in 2025 and is projected to skyrocket to USD 54.4 billion by 2034, growing at a blistering pace. [2]
The Rise of Live and Video Commerce
At the heart of this transformation is video. Specifically, short-form videos and live streaming are becoming dominant channels for product discovery and sales. [4] Platforms are moving away from static product pages and towards dynamic, engaging content. Flipkart, for example, is heavily investing in video commerce, noting that about 200 million users engaged with videos on its platform in the first half of 2025 alone. [9, 15] Two-thirds of its Gen Z users now prefer video-assisted shopping. [15] Similarly, Myntra's 'M-Live' feature allows influencers and brands to host live video sessions, showcasing products and answering audience questions in real-time, turning browsing into a guided, interactive experience. [19, 20] This format builds trust and shortens the decision-making cycle, as shoppers can see products in action and get immediate feedback. [19]
Why Go Social? The Business of Community
The motivation for this shift is clear: social features drive engagement, and engagement drives sales. When shopping feels like entertainment, users spend more time on the app. [3] Live shopping events create a sense of urgency and community, leading to higher conversion rates than traditional e-commerce. [6] For brands, it's a powerful way to build salience and connect with a highly engaged customer base. [23] This model is particularly effective in India, where consumers have always relied on recommendations from their social circles. [7] Social commerce digitises this trust network, with peer reviews and creator endorsements replacing the word-of-mouth recommendations of the past. [7] The success is especially pronounced in Tier II and Tier III cities, where regional content and community-based selling models resonate strongly. [2, 17]
The Creator-Powered Marketplace
Influencers and content creators are the engines of this new social commerce ecosystem. They are no longer just marketing channels but are deeply integrated into the sales process. [7] Myntra Studio and M-Live, for instance, provide a platform for creators to produce shoppable content, collaborate with brands, and build a following, all within the Myntra app. [19, 24] This creates a powerful symbiotic relationship: creators gain a monetisation stream, platforms get a constant flow of engaging content, and consumers receive authentic, relatable product showcases. [25] This shift empowers a new class of micro and regional influencers who can connect with niche audiences through local languages and shared cultural contexts. [12, 7]
The Blurring Lines Between Platforms
This trend isn't just limited to traditional e-commerce sites adding social layers. Social media platforms like Instagram and YouTube are becoming formidable shopping destinations themselves. [4, 13] Simultaneously, global giants like Amazon have experimented with their own social feeds. Amazon's 'Inspire', a TikTok-style shoppable video feed, was an attempt to capture this energy, though it was later discontinued in early 2025. [21, 28] The lesson seems to be that simply adding a social feature isn't enough; the integration must feel organic to the user experience. For Indian platforms like Flipkart and Myntra, the strategy is to build these features from the ground up, making them core to the shopping journey rather than an afterthought. [18, 25]
