India’s social commerce wave: From Buy Now buttons to WhatsApp groups

Social commerce in India is proving to be the next wave for online shopping, driven in part by the impetus on digital payments as more brands leverage social communities to build businesses.

In April this year, Indian social commerce start-up GlowRoad announced it had raised US$10 million for its expansion plans. Within a few months, competitor Meesho received a shot in the arm with a US$25 million investment from Facebook – marking the social giant’s first investment in an India-based start-up.

Both platforms enable Indian entrepreneurs to establish online businesses via social channels. In the last year alone, social commerce start-ups in India have raised over US$100 million in funding and have onboarded over 10 million resellers who are selling US$8 billion worth of goods socially.


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