{"id":6930,"date":"2025-12-10T12:21:00","date_gmt":"2025-12-10T06:51:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6930"},"modified":"2026-02-20T12:32:00","modified_gmt":"2026-02-20T07:02:00","slug":"the-buy-button-india-never-got","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/the-buy-button-india-never-got\/","title":{"rendered":"The buy button India never got, keeping social platforms stuck in window-shopping mode"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Shabori Das, ET Bureau <br>Dec 10, 2025 <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">India&#8217;s social media platforms are powerful marketing tools but not yet retail destinations. Billions scroll and swipe daily, but few buy directly within apps. Unlike China, India faces regulatory hurdles and a lack of integrated payment systems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A billion Indians scroll, swipe and double tap every day, but barely buy. Despite Instagram and Facebook Marketplace being in India for over a decade, social media here remains a showroom, not a store. Creators and D2C brands are hustling to convert attention into action, but the holy grail of in-app shopping where discovery, live streaming, and purchase happen seamlessly, remains out of reach.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The question is, what\u2019s stopping India from becoming the next China or the US in social commerce?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Influence-to-Commerce Gap<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Globally, social commerce is powered by influencers. In China, influencer Li Jiaqi reportedly sold products worth $2 billion on Singles&#8217; Day on Alibaba\u2019s online marketplace Taobao Live in 2021. Another popular influencer Zheng Xiang Xiang, with over 5 million followers on Douyin (the Chinese equivalent of TikTok), reportedly generated $18 million in sales in a week in 2023. These are numbers India\u2019s creator economy can only dream of, for now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To be clear, influencer marketing in India is booming. EY estimates the sector at over Rs 3,000 crore and yet, due to regulatory restrictions, social media platforms in India can\u2019t host end-to-end transactions. What India has is content commerce, driven by players like Meesho and Myntra, not social commerce. Globally, social commerce is a $1-trillion market. China alone accounts for over $500 billion and the US, $100 billion. India\u2019s share? Around $10 billion \u2014 despite being home to the world\u2019s largest Gen Z population and the second-largest base of internet users after China.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What\u2019s Holding India Back<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cJust as quick commerce changed how India buys food, social commerce will change how we shop for fashion and lifestyle,\u201d says Anand Ramanathan, partner, consumer industry leader, Deloitte South Asia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The idea is simple: Social commerce enables an end-to-end purchase journey within a social media app. But in India, the final sale still happens elsewhere \u2014 typically on e-commerce platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIn China, live streaming contributes nearly 20% of total e-commerce revenue. In India, it hasn\u2019t taken off,\u201d says Puneet Sehgal, CEO of D2C apparel brand Freakins. He believes in-app checkout could be transformative. \u201cOur Gen Z audience spends over an hour daily on social media. If the purchase could happen right there, it\u2019s one step less for the consumer \u2014 and one step closer to a sale.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The China Contrast<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">China\u2019s social commerce revolution was built on three forces \u2014 speed, scale and seamlessness. Influencer Zheng, for instance, showcases each product for barely three seconds and moves on. That brevity, combined with integrated payments, drives impulse buying at staggering volumes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">India\u2019s influencer-driven commerce, by contrast, is still warming up. Projected to touch $ 55 billion by 2030, it remains largely limited to discovery and advertising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The barriers aren\u2019t technological, they\u2019re regulatory. India\u2019s payment rules require clear accountability and settlement tracking, making it difficult for global platforms to enable in-app sales. Meta\u2019s 2023 policy shift also directed purchases off-platform, keeping Instagram and Facebook Marketplace confined to discovery and promotion, rather than purchase. For now, social media in India remains a potent marketing engine, not yet a retail destination.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Experiments and Exceptions<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some Indian players are testing new waters. Myntra\u2019s Glamstream, launched this July, lets influencers host live sessions where viewers can \u201cshop the look\u201d in real time \u2014 though the final checkout still redirects you to the Myntra app.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIndia\u2019s creator economy influences over $300 billion in annual consumer spending,\u201d says Sunder Balasubramanian, chief marketing officer at Myntra.\u201cThat could grow to $1 trillion in the next few years, making India one of the fastest-growing creator economies globally,\u201d adds Lakshminarayan Swaminathan, vice president-product management, Myntra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The potential is clear. In 2021, Taobao Live hosted a 12-hour live streamed sale with influencer Li Jiaqi in China that clocked $2 billion in presales and attracted 250 million viewers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Closer home, Sujata Biswas, co-founder of Suta Sarees, recalls Instagram\u2019s shortlived Shop Now feature. \u201cWe saw an immediate dip in transactions after it was withdrawn,\u201d she says. \u201cFashion is about instant gratification. You see it, you want it and buy it right away.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The D2C Advantage<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">India\u2019s D2C market, valued at $87 billion as of 2025 by Deloitte, could be the biggest gainer if social commerce does take off. Most D2C brands currently pay 25\u201335% retailer margins to platforms like Myntra and Nykaa. Social commerce could let them bypass intermediaries and sell directly to their audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAnything that reduces friction between intent and purchase is gold,\u201d says Sehgal. \u201cIf that entire journey \u2014 from watching to buying \u2014 happens within the same app, conversion rates would shoot up.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even so, social platforms come with their own costs. TikTok, for instance, charges promotional, marketplace and fulfilment fees. But for Indian D2C players, the larger hurdle isn\u2019t cost \u2014 it\u2019s access.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Open vs Closed Ecosystems<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cIndia\u2019s retail market is far more open than China\u2019s,\u201d explains Devangshu Dutta, CEO of ThirdEyesight, a retail consulting firm. \u201cIn China, closed ecosystems like WeChat and Douyin created the perfect environment for social commerce to thrive. In India, where consumers can freely move between Google, Meta and e-commerce giants, those closed loops don\u2019t exist.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Globally, TikTok Shop, Douyin, WeChat, Pinduoduo, and Taobao Live dominate social commerce. According to Business of Apps, a data provider for the global app industry, TikTok earned $23 billion in 2024, with nearly 23% of it from in-app and commerce purchases.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If similar models are launched in India, e-commerce giants would face direct competition from the very platforms that fuel their traffic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Wait Continues<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From beauty tutorials to thrift stores, social media spawns thriving micro economies. Yet, true social commerce \u2014 where discovery leads directly to purchase \u2014 hasn\u2019t yet clicked.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The next big leap for India\u2019s e-commerce may not come from deeper discounts or faster delivery but from social media itself. \u201cThe idea of instant gratification is key,\u201d says Biswas. \u201cWhen the \u2018Shop Now\u2019 button comes back, we\u2019ll be the first to use it.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Till then, India scrolls, likes, shares \u2014 and waits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/economictimes.indiatimes.com\/industry\/services\/retail\/the-buy-button-india-never-got-keeping-social-platforms-stuck-in-window-shopping-mode\/articleshow\/125887471.cms\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Economic Times<\/a>) <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shabori Das, ET Bureau Dec 10, 2025 India&#8217;s social media platforms are powerful marketing tools but not yet retail destinations. Billions scroll and swipe daily, but few buy directly within apps. Unlike China, India faces regulatory hurdles and a lack of integrated payment systems. A billion Indians scroll, swipe and double tap every day, but [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6931,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[25,708,212,249,746,215,33,625,668,60,36,235,37,3,43,44,46,302],"tags":[623,174,177,101,102,103,104,106,107,923,696,697,600,560,32,250,214,216,588,59,191,69,699,996,120,904,903,166,604,674,65,301,641,557,994,995],"class_list":["post-6930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apparel","category-beauty-personal-care","category-consumer","category-e-commerce","category-fmcg","category-food-grocery","category-footwear","category-health-wellness","category-home-products","category-india","category-lifestyle-fashion","category-luxury","category-marketing","category-press-quotes","category-retail","category-soft-goods","category-strategy","category-technology","tag-beauty","tag-consumer","tag-consumer-behaviour","tag-consumer-goods","tag-consumer-markets","tag-consumer-products","tag-consumer-research","tag-consumer-segments","tag-consumerism","tag-content","tag-d2c","tag-direct-to-consumer","tag-ecommerce","tag-facebook","tag-fashion","tag-fmcg","tag-food","tag-food-grocery","tag-home-products","tag-india","tag-indian-market","tag-indian-retail-sector","tag-influencers","tag-instagram","tag-marketing","tag-marketplace","tag-meesho","tag-modern-retail","tag-myntra","tag-personal-care","tag-retail","tag-retailing","tag-social-commerce","tag-social-media","tag-superapp","tag-user-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The buy button India never got, keeping social platforms stuck in window-shopping mode - Third Eyesight<\/title>\n<meta name=\"description\" content=\"India&#039;s social media platforms are powerful marketing tools but not yet retail destinations. 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