Reels, creator marketing boosts purchase intent by 71%, says report

India’s online retail market is transforming from earlier search-based transactions to scroll-led discovery, with a latest white paper from Meta and the Retailers’ Association of India (RAI) suggesting that brands using reels and influencer marketing are seeing 71 per cent higher purchase intent and 19 per cent lower customer acquisition costs. 

It also added that reels are 1.5 times more effective in improving brand metrics than long-form skippable videos. 

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According to a survey as part of the report, 53 per cent of respondents agreed that they are more likely to purchase a product if it has been promoted by a creator or reels. 

The report also highlighted the increasing reach of social media in the retail landscape, with 77 per cent of brand and product discovery happening on social media. 

Meta platforms, including Facebook, Whatsapp and Instagram account for 96 per cent of this discovery

“The rise of omnichannel consumer behaviour in the AI age presents a transformative opportunity for retailers. Capitalising on it requires a fundamental shift in organisational mindset. Retailers must be agile and embrace data-driven decision-making. Building future-ready organisations means prioritising seamless customer omnichannel journeys,” said Arun Srinivas, MD & Country Head, Meta India.

“India’s retail sector is experiencing unprecedented change as digital and omnichannel behaviours redefine how consumers shop and interact. For retailers, adapting to these shifts is critical for survival and success,” said Kumar Rajagopalan, CEO, Retailers’ Association 

Omnichanel Key 

As for the distribution channels, the report flagged that retailers are moving beyond siloed digital and physical channels toward unified commerce models.

Brands integrating in-store sales data with Meta’s AI-driven advertising ninefold incremental sales growth, while Whatsapp has also risen as a significant commerce channel with 72% of product discovery now happening on the messaging app. 

Published on February 25, 2026