Meta’s new white‑paper shows that AI‑powered short‑form video, creator content, and WhatsApp messaging are rewiring how Indian shoppers discover and buy products. You’ll find that shoppers who scroll, chat, and shop across channels spend up to 2.5 times more than single‑channel buyers, while brands that blend content, commerce, and conversation gain stronger loyalty.
The Phygital Shopper: Multichannel Spending Power
Consumers who blend online scrolling with in‑store visits are becoming the norm. They spend 2.5 times more than shoppers who stick to one channel, and they can spend up to 73 % more when they interact across multiple touchpoints. In short, the “phygital” shopper lives both in feeds and aisles.
Short‑Form Video Dominates Discovery
Short‑form clips now act as the modern storefront window. Over 97 % of Indian consumers watch short videos daily, and roughly 60 % of the time they spend on Meta platforms goes to video content. These creator‑driven clips catch eyes before a search query even forms.
Why Creators Matter
Creators produce authentic, bite‑size showcases that turn casual scrolling into product curiosity. When a creator demonstrates a product in a Reel, you’re more likely to trust the recommendation and click through.
WhatsApp Emerges as a Commerce Engine
Messaging isn’t just support—it’s a direct sales channel. About 72 % of product discovery now happens on WhatsApp, turning chat bubbles into impulse‑buy triggers. Retailers that personalize chats can guide shoppers from curiosity to checkout without leaving the conversation.
Implications for Brands
- Shift ad spend to video formats—Reels, Stories, and in‑feed videos capture attention where shoppers already are.
- Partner with micro‑influencers—Creator‑driven content builds trust and drives higher basket size.
- Leverage WhatsApp for conversational commerce—Personalized product tips in chat can close the sale faster.
AI Personalization Tightens the Omnichannel Loop
AI engines now match product recommendations to real‑time shopper intent, whether that intent shows up in a video comment, a WhatsApp query, or an in‑store visit. As AI learns from each interaction, the next touchpoint becomes more relevant, tightening the loop between discovery and purchase.
Actionable Steps for Marketers
To stay ahead, you should embrace short‑form video, team up with creators, and treat WhatsApp as a primary commerce channel—not just a support line. By doing so, you’ll unlock higher spend, stronger brand affinity, and a smoother shopper journey.
