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Agenda-setting intelligence, analysis and advice for the global fashion community.

Will Social Commerce Pay Off in India?

With young Indians hooked on short-form video content, global fashion and beauty brands are investing in social commerce and live shopping trials to gain an edge in the rapidly growing market.
An influencer holds up a skin care product in front of a ring light and mobile phone.
With young Indians hooked on short-form video content, global fashion and beauty brands are investing in social commerce and live shopping trials to gain an edge in the rapidly growing market. (Shutterstock)
By
  • Arnika Thakur

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When it comes to social commerce, some markets just seem to be more of a natural fit than others.

Further Reading

How to Plug Into India’s Dynamic E-Commerce Market

During lockdown Indian e-commerce platforms attracted a bonanza of international investment from the likes of Facebook and a fund backed by LVMH. What can fashion brands do now to tap into this complicated but colossal $43 billion opportunity?

Indian Fashion and Beauty Giants See E-Commerce Soar in 2020

Arvind Fashions, which operates 28 brands in the Indian market, including Tommy Hilfiger and Calvin Klein, saw e-commerce sales grow 230 percent in 2020, according to an interview published in The Economic Times with chief executive Shailesh Chaturvedi.

The Year Ahead: Unlocking Next-Generation Social Shopping

New technologies and functionality are unlocking seamless social shopping experiences, spurring brands, consumer and investors. Brands should double-down on tailored in-app purchase journeys and test livestreaming and augmented reality try-on, among other tech opportunities.

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