Social Commerce Boom: Creators Are Shaping Online Shopping in India
Posted: Sat Feb 07, 2026 12:22 pm
In India, online shopping is no longer just about browsing products — it’s becoming a creator-led experience where people buy recommended items directly through influencers and video content. With platforms like Myntra reporting that creator-driven commerce now contributes over 10% of its revenue and millions of shopper-creators influencing purchase behavior, brands and digital marketplaces are heavily investing in social commerce features to tap this trend. This shift is turning followers into buyers and content creators into personal shopping guides for consumers across the country.
As creators blur the lines between content and commerce, India’s shopping landscape is evolving toward more interactive, discovery-driven buying experiences.
As creators blur the lines between content and commerce, India’s shopping landscape is evolving toward more interactive, discovery-driven buying experiences.