Social Commerce in India: Where Things Stand in 2026

The Growth of Social Commerce

India's social commerce market continues to grow rapidly. More shoppers are discovering products through social media and video platforms, and the line between content and commerce is blurring.

Key Trends

Video-First Discovery

Short-form video has become a primary product discovery channel. Shoppers are increasingly comfortable buying products they first saw in a video, especially when the creator provides honest reviews and demonstrations.

Doorstep Trials Go Mainstream

The concept of trying products before committing to a purchase is gaining traction. Shoppers in smaller cities, in particular, prefer models that reduce the risk of buying online.

UPI-Native Payments

India's UPI infrastructure has enabled new commerce models — instant refunds, split payments, and flexible checkout options are becoming standard expectations.

Tier-2 and Tier-3 Cities Lead Growth

Some of the fastest-growing markets for social commerce are in smaller cities. These shoppers are often more price-conscious and value the ability to try products before paying.

Where We Fit

At Aromial, we're building at the intersection of these trends: video-first product discovery, doorstep trials, and UPI-native payments. We're focused on making shopping more reliable and accessible across India.