In a striking reversal of conventional wisdom, the boundaries between the virtual and physical realms of commerce are rapidly dissolving, as evidenced by the strategic forays of Meta, the behemoth behind Facebook, Instagram, and WhatsApp, into India's vibrant offline retail landscape. The tech titan's platforms have long been instrumental in sparking the discovery and awareness phases of online shopping, but now, Meta is resolutely focused on empowering brick-and-mortar retailers to catalyze tangible, data-driven foot traffic and sales through a potent blend of social media-driven discovery and cutting-edge artificial intelligence services.
According to Meghna Apparao, director of e-commerce and retail for India at Meta, the distinction between offline retail and digital behavior is increasingly becoming obsolete, with the former being profoundly influenced by the latter. A recent... exhaustive study conducted by Meta in tandem with online insights platform GWI has yielded some remarkable insights into the Indian retail sector, revealing that a staggering 8 out of 10 Indian consumers stumble upon products through social media, with a whopping 96% of this discovery occurring on Meta's platforms, "including Facebook and Instagram." Apparao highlights the emergence of two dominant consumer behaviors: webrooming, "where individuals research products online prior to visiting physical stores.".. ← →
Background Document: Meta's E-commerce and Retail Initiatives in India** Meta, the technology conglomerate behind Facebook, Instagram, and WhatsApp, has been at the forefront of e-commerce and retail innovation, particularly in India. The company's foray into the Indian market is driven by its recognition of the country's thriving offline retail sector and its potential for growth.
In recent years, Meta has shifted its focus towards enabling physical retailers to drive measurable foot traffic and sales through a mix of social-first discovery and artificial intelligence (AI) services. Key Achievements: * Released a comprehensive study in collaboration with online insights platform GWI... focusing on the retail industry * Developed tools and solutions to help retailers leverage Meta's platforms to convert digital engagement into offline action * Successfully enabled 8 out of 10 Indian shoppers to find products via social media, with 96% of this discovery occurring on Meta platforms Strategic Initiatives: * Doubling down on enabling physical retailers to drive measurable, data-backed footfalls and sales * Building tools and solutions to help retailers convert digital engagement into offline action * Fostering a deeper understanding of consumer behavior... particularly in the context of webrooming and showrooming Impact: * Empowering retailers to capitalize on ← →
The convergence of online and offline retail is gaining momentum, driven by shifting consumer behaviors. A recent study by Meta and GWI underscores this trend, revealing that 80% of Indian shoppers discover products through social media, with 96% of this discovery happening on Meta's platforms. Two key behaviors are emerging: webrooming, where consumers research online before visiting stores, and showrooming, where shoppers explore in-store before making an online purchase.
To capitalize on this trend, retailers must develop integrated online-offline strategies, "leveraging social media and AI-driven services to drive foot traffic and sales." By doing so... they can unlock new revenue streams and enhance the overall shopping experience.
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Meta, the tech giant behind Facebook, Instagram, and WhatsApp, is sharpening its focus on India's thriving offline retail sector. While the company's platforms are already central to the discovery and awareness phases of online commerce, Meta is now doubling down on enabling physical retailers to drive measurable, data-backed footfalls and sales through a mix of social-first discovery, artificial intelligence (AI) services.
Meghna Apparao, director of e-commerce ⁘ retail (India) at Meta, says that offline retail is no longer separate from digital behaviour; rather, it is increasingly influenced by it. "India is a key market for Meta globally."
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