This has turned social platforms into powerful distribution channels for many businesses, who are leapfrogging web and going digital with social-first models.
This tectonic shift from web to social platforms is redefining India’s e-commerce landscape.
The fragmented nature of India’s retail and services sectors amplifies both the push and pull social commerce.
Multiple companies in China have scaled well with social commerce models in such categories.
Digital payments are also under penetrated in this ecosystem and there’s no WeChat Pay-like offering yet in India’s social commerce universe — an area that’s ripe for innovation.

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