Social commerce - Analysis of consumer motivation and category applicability

Abstract

Social commerce is defined as a form of commerce that involves social media for the convergence between online and offline environments(Wang and Zhang, 2012). Simply, social commerce refers to commerce through social media. According to Bain 2020 report, the Indian market currently stands at $1.5 billion -$2 billioni GMV and is expected to grow to US$ 16-20 billion by 2025 and US$ 60-70 billion by 2030. It currently shares 1-2 % of the E-commerce market and is expected to become 4-5 % by 2025. This report will look into various aspects of Social commerce, what sets it apart from E-commerce, the multiple challenges, and propose a framework that will help understand which sectors social commerce will likely succeed in. This has been done through a mix of secondary and primary research as well.