인도, 스크롤·대화·구매 쇼핑모델로 전환
무슨 발표인가
- AI·영상·메시징 기반으로 검색-구매 모델 대체
- Tier-2·3 지역까지 확산
- Quick commerce·마이크로 축제 쇼핑 상시화
인도
원문 (영어)
India’s e-commerce landscape is undergoing a fundamental shift – driven by advances in AI, video-first discovery, and conversational messaging. The traditional search-and-transact model is giving way to a dynamic, scroll-led discovery ecosystem that is transforming how people shop across the country including in tier-2 & 3 geographies.
At the 2026 Meta Marketing Summit E-Commerce edition , held across Bangalore and Mumbai, and attended by e-commerce leaders from across the country, the message was unmistakable: the future of shopping isn’t typed into a search bar – it’s found in a scroll, sparked by a creator, closed on a messaging surface, and beneath it all powered by AI.
“India has no off-season for shopping anymore. Quick commerce and micro-festive moments have turned shopping into a permanent state – not an event, but a reflex. The journey has shifted from search-and-buy to discover-and-feel, driven by AI recommendations, short-form video, and conversational messaging.
For brands, the mandate is simple: if you are not always on, you are already behind. With AI-powered tools and products such as Partnership Ads, GenAI-powered creative, and shoppable Reels, we’re helping businesses of all sizes turn that moment of inspiration into a transaction – faster, smarter, and at scale.”
– Meghna Apparao, Director, E-commerce & Retail, Meta (India) AI: The New Shopping Engine AI is now the growth engine behind modern e-commerce marketing – improving relevance, automation, and measurable performance across discovery through conversion.
With Instagram and Facebook emerging as the leading destination of product and brand discovery for Indian shoppers, our goal is to continuously launch new tools to enable brands to create more effective campaigns.
원문: Meta Newsroom — "From Scroll to Chat to Cart: Trends Reshaping How India Shops" (2026-05-14) 공식 원문: https://about.fb.com/news/2026/05/from-scroll-to-chat-to-cart-trends-reshaping-how-india-shops/