Main Article Content
Abstract
This paper explores the conceptual framework of social commerce in India covering the feature and elements of social commerce, social commerce in India scenario. For this purpose the data have been collected through secondary sources like websites, articles, various reports of social commerce. Among all the markets surveyed, India emerged at the top, in terms of usage of YouTube (64%), Twitter (61%), Google+ (50%), Skype (53%) and LinkedIn (33%) for the sale of goods and services. The report highlights that in addition to low overheads and an existing pool of customers, 96% of current social sellers feel that the concept has helped them reach bigger markets and has substantially improved their financial condition. Merchants showed significant confidence in social commerce with over 79% selling through various social platforms. Growing digitization and increasing internet penetration in India have reportedly encouraged commerce to move online. Facebook, WhatsApp, and Facebook Messenger use is the highest among merchants in India than anywhere across Asia (excluding China).