The transition for social media users: From social networking to social commerce

With big indigenous networks catering to non-metro audiences, VMLY&R’s Amandeep Singh looks at social media marketing in India and how social media users are driving a revolution.

This article is part of a Spotlight series on social media marketing in India. Read more

Neha is in her early 30s, married with a child and living in the small city of Punjab, India. As a housewife and mother, social media is a key part of her life, helping her to stay in touch with family and friends, and also providing entertainment, news and other information. Her family runs a garment retail store and Instagram and YouTube stories inspired her to transform the business into a women’s boutique specialising in occasion wear. Interestingly, it was not...

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