Pandemic sees Indians spending more than two hours a day on social commerce sites


The pandemic has increased e-commerce adoption in India, with consumers shopping online trying at least two new e-commerce sites and apps in the past year.

Every month, around 620,000 searches take place for social commerce, growing month by month, and the average Indian now spends around 2.25 hours on social media every day, according to a report by GIPSI, Tonic Worldwide’s HI + AI (Human Intelligence + Artificial intelligence division).

“Who knew that the biggest barrier to ‘contactless shopping’ would become the biggest trigger for the e-commerce boom? With abundant data, there is no hindrance to the reasons for adopting digital commerce, ”said Anjali Malthankar, director of national strategy at Tonic Worldwide.

“Trends are accessible to everyone, but brands that identify the underlying trends will have an advantage. Our GIPSI report is aimed at all those who are driving, considering or fearing the rise of electronic commerce.

What did the report find?

  • India’s digital audience today is around more than 620 million, consisting of fans, friends, followers, subscribers and passive surfers.

  • There are 1,103 most used e-commerce apps in India, and shopping apps today have captured mobile home screens and ranked in the top 4 categories in India’s most used mobile apps list. in 2021.

  • About 54% of product searches take place on Amazon, with respondents attributing the same, rather than using a search engine.

  • The inclination towards conversational commerce is on the rise, with a 79% increase in conversations led by the industry about decoding conversational commerce and the technologies involved. In addition, the major conversational AI platforms are experiencing constant growth.

  • E-commerce destinations now compete with social media networks and OTTs, with customers spending more and more time on these shopping destinations.

  • The preference for “Instagram shopping” dominates, followed by Facebook, YouTube and Pinterest. There is also a strong tendency to shop on Pinterest, with growth of 799%.

  • There is an increase in the “designer economy” as there has been a 1,447% increase in conversations, with three times the positive sentiment and another 25,000 conversations specifically about ecommerce reviews and recommendations.

  • The small business boom has seen immense growth with creators, home businesses and local stores further bringing their consumer experience fully online, with a 155% increase in adoption of WhatsApp catalogs and a 46% increase in Shopify app downloads.

  • It has logged over 1.5 million searches on eCommerce website building topics, free tools, and related queries. In addition, the number of monthly active users of popular hyperlocal delivery players has increased by over 73% from the start of 2021 to date.

  • The rise of eco-activism in e-commerce has seen a more than 50% increase in conversations on the subject, and in particular 833,000 conversations about green and sustainable packaging.


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