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<ul><li><keyword id="4486567" type="General" weightage="20" keywordseo="watinsights" source="Orion">WATInsights</keyword> are periodically published reports based on primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to its audience.</li><li>This time, WATInsights looks at <keyword id="1664180" type="General" weightage="20" keywordseo="digital-commerce" source="Orion">Digital Commerce</keyword>.</li></ul><keyword id="735366" type="General" weightage="20" keywordseo="watconsult" source="Orion">WATConsult</keyword>, an Isobar Company and hybrid digital agency from the house of dentsu India, has released ‘Digital Commerce in India - <keyword id="623994" type="General" weightage="100" keywordseo="social-commerce" source="Orion">Social Commerce</keyword>’, the 2nd report of WATInsights – Digital commerce series. The report by Recogn, WATConsult’s research division that provides consumer and business insights, explores the consumer sentiments and attitude towards using <keyword id="6354632" type="General" weightage="50" keywordseo="social-media" source="Orion">social media</keyword> platforms for shopping. Currently, there are 157 million social commerce shoppers, which is 53% of the total shoppers in India. This number is expected to grow at a rate of 45% to reach around 228 million by the end of 2022. The combination of social media with digital commerce is seeing huge growth considering the benefit it brings to customers as well as businesses. For businesses, it brings cost-effectiveness and reach through digital marketing, as it connects them directly to their customers. At the same time, the recommendations and comments help customers make a buying decision. This ensures that products are offered at affordable prices with an ability to shop on the platform itself rather than switching to other <keyword id="35621" type="General" weightage="20" keywordseo="e-commerce" source="Orion">e-commerce</keyword> apps or websites. As per the report, most consumers use social media apps like YouTube, WhatsApp, Facebook and Instagram to shop online. Apart from YouTube, the younger customers prefer to shop on Instagram and Facebook, while the older customers prefer to shop on Facebook and WhatsApp. Social commerce users are very likely to make online purchases from ShareChat in the future. A large majority of these customers are thrilled with the concept of browsing through social media platforms and shopping at the same time, however, the shopping behaviour varies between males and females. Most male shoppers scroll through social media without any intention of making a purchase and if they end up making one, it's because the marketing campaign initiated by the brand has played a vital role in influencing the buyer. On the other hand, female shoppers specifically search for their preferable brand on the app to either know more about the product/service or to validate their final choice. Social commerce is becoming popular as more and more Indian customers are moving online and discovering newer ways of shopping. Moreover, it includes a range of immersive shopping experiences, wherein consumers can buy customised products/services without switching apps. Commenting on the latest issue of WATInsights- Digital Commerce in India- Social commerce, <keyword id="2705388" type="General" weightage="20" keywordseo="heeru-dingra" source="Orion">Heeru Dingra</keyword>, CEO, Isobar India group said, “Social Media and E-Commerce are paving strong inroads in the regular Indian Internet users’ daily routine. Since the shopping environment on social media has ripened, there is huge potential to drive sales through these platforms. Hence, the need for an optimised system revolving around building customer trust and creating seamless experiences is critical. With the customer being at the core of these platforms, focusing on rich customer feedback in the form of comments, opinions, reviews, etc. will help brands cater to their audience effectively and improve their brand consideration and loyalty. This issue of WATInsights reports the pulse of today’s shoppers and serves as an invaluable resource for anyone who intends to demystify social commerce in India.” Sahil Shah, Managing Partner, WATConsult added, “Shopping was, is &amp; will always be social. Platforms, behaviour and mediums will keep evolving while more and more people will go online to shop. This report gives a deep view into what the current consumer behaviour is and highlights that social media in paid, owned and earned terms does get the maximum contribution across the funnel; especially where it matters the most, e-commerce.” WATConsult’s research vertical, Recogn, in the past, has published many detailed and comprehensive pieces of research such as ‘Digital Diverse and Multilingual India’, ‘Voice Technology in India: Now &amp; Future’ and ‘Instagram in India’, to name a few.

53% of online shoppers favour Social Commerce owing to its affordability, transparency, and convenience: WATInsights

<ul><li>WATConsult’s research division – Recogn, unveils the 3rd report of WATInsights - Digital commerce series.</li><li>146 million <keyword id="9674678" type="General" weightage="20" keywordseo="video-commerce" source="Orion">video commerce</keyword> shoppers in India who have purchased and transacted on <keyword id="21654" type="General" weightage="100" keywordseo="video" source="Orion">video</keyword> commerce platforms.</li></ul>WATConsult, an Isobar Company and the globally awarded hybrid digital agency from dentsu India, has released ‘Digital Commerce in India - Video Commerce’, the 3rd report of WATInsights - Digital commerce series. The report by Recogn, WATConsult’s research division, shares insights on the scope of the futuristic channel of advertising and captures consumer sentiments towards using this platform for shopping. Today, India has one of the highest per capita consumptions of Internet data, heavily skewed towards video content consumption. This, along with the rapid growth of the Indian e-commerce market, has given rise to a new format called video commerce. Currently, there are around 146 million video commerce shoppers in India who have purchased &amp; transacted on video commerce platforms. The total is nearly 49% of all e-commerce users in India, today. The number of video commerce shoppers is expected to reach 216 million by the end of 2022, growing at a rate of 47%. Thus, the format has immense potential for brands to connect directly with their consumers. As per the report, when it comes to the video content format, most customers prefer explainer content videos followed by customer testimonials &amp; product demonstrations. While product videos add a different dimension to the online shopping experience, video content with a duration of 15 seconds to a minute can make users stay longer on the platform. Also, if they like the videos, they share them with their circle of friends and family, further increasing the reach of the content. Live streaming commerce in India is gaining traction and it can help brands, retailers, and marketplaces to accelerate conversion, improve the brand appeal &amp; create differentiation. More than half of the customers state their affinity towards shopping online during live streaming on social media and shopping apps. Commenting on the latest issue of WATInsights- Digital Commerce in India- Video commerce, Heeru Dingra, CEO, Isobar India group said, “Video commerce has become popular with more Indians moving online and discovering new ways of shopping through video platforms. When it comes to buying products, customers are interested and want to see what they are getting. It offers businesses and marketers a higher rate of conversion and is the most powerful instrument in today’s age. There is a huge opportunity to capture the video-based social commerce market, especially live-stream-based e-commerce while the market matures. Consumers today are frequently looking out to streamline and enhance their experience, they prefer instantaneous results. Brands can use this format to streamline their sales. I believe this latest issue of WATInsights will be an invaluable resource for anyone who intends to demystify <keyword id="13192684" type="General" weightage="20" keywordseo="video-commerce-in-india" source="Orion">video commerce in India</keyword>.” Sahil Shah, Managing Partner, WATConsult added, “The world has moved towards dynamic content and is driving commerce through video. This is the next big leap! I think the true power of video led marketing on digital will come into play when it can have a direct impact on the bottom-funnel metrics as well. On top of that, if one can get creative with the many formats available then it is the ultimate icing on the cake. This fantastic report made by our research division will give you a lot of data backed learnings &amp; insights to activate the next phase of growth for your brand’s commerce through the use of video. I hope everyone enjoys reading the report as much as we did, making it.” For the record, WATInsights are periodically published reports based on primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to its audience. WATInsights delve into the different aspects of the digital industry, consumer behaviour and more. Additionally, the research also covers some relevant topics like Instagram in India – users’ perspective, voice technology in India and the usage of the internet in the local language. WATConsult’s research vertical, Recogn, in the past, has published many detailed and comprehensive pieces of research such as ‘Digital Diverse and Multilingual India’, ‘Voice Technology in India: Now &amp; Future’ and ‘Instagram in India’, to name a few.

Number of video commerce shoppers is expected to reach 216 million by the end of 2022, growing at a rate of 47%: WATInsights

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53% of online shoppers favour Social Commerce owing to its affordability, transparency, and convenience: WATInsights

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Number of video commerce shoppers is expected to reach 216 million by the end of 2022, growing at a rate of 47%: WATInsights

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