How Indian e-commerce platforms can leverage language-first social media to increase sales

By 2030, the Indian e-commerce market is expected to grow* to about $400 Bn with an estimated CAGR of 18.9%. The constantly evolving technology is making it easier for Bharat & young India to buy their favourite products in a few taps, incentivising them to make online purchases a part of their daily life. According to a recent survey by ShareChat & Moj, 60% of young India shop online at least once a month.

In these virtual carts is a diverse range of products on which 64% of young India spend about Rs 1,000 to Rs 5000 monthly. Top product categories being bought online by young India include mobile and accessories, women’s apparel, electronics, travel and beauty products. The convenience of payment via UPI adds to the appeal of online shopping, with 88% of young India using this method to pay for purchases.

The survey findings further state that offers and discounts influence the product choices of 72% of young India and that social media is the key source of information for offers and discounts on e-commerce platforms for 82% of young India. Social media thus acts as a facilitator, bridging the gap between aspirations and purchases with discovery and persuasion for budgets of all sizes.

50% of young India is on Moj, indicating a strong affinity towards language-first short-form video content. The demographic spends about 34 minutes daily creating and consuming content on the platform. With over 100 Bn Video Views monthly, ShareChat also enjoys the lion’s share of attention. Language-first social media platforms, which Bharat & young India prefer and love, thus have a strong sway on their buying behaviour.

Here’s how e-commerce platforms can make the most of ShareChat & Moj to run successful campaigns with high returns for every rupee spent.

Track attribution and drive sales: Lead generation and lower-funnel focussed ad formats like Instant Pages allow deep linking to the product pages on the brand’s website. These are native landing pages that load 11x faster than standard web pages and can help brands achieve an 83% Page Open Rate, up to 20% improvement in Click-to-Install and a 7-10% Click-to-Lead Ratio. E-commerce platforms can use these to run brand, category or product-centric campaigns, especially during sales.

Offer seasonal discounts: Using Coupon Codes, e-commerce platforms can attract Bharat & young India and nudge them towards a specific brand, product or category. These Coupon Codes get directly copied to the clipboard, increasing the user’s likelihood of visiting the intended landing page by over 75%.

Build excitement and FOMO: Sales and launches are the busiest times for e-commerce platforms vying to capture the attention of Bharat & young India. They can ease the process by using an Interactive Countdown Timer. Customisable to 3-4 screens, the ad format enables push notifications to help brands reach their target audiences efficiently.

Propel engagement and visibility: With a potent mix of Branded Hashtag Challenges and Influencer Activation, e-commerce brands can increase awareness for the brand and products listed on the platform, build positive sentiments, and engage the target audiences to consider them for purchase. These efforts can drive an average engagement rate of 4 to 6%.

Indian e-commerce platforms must increase their reliance on language-first social media platforms to reach young India and harness its purchasing power to increase sales. Contact us today to learn how to run language-first campaigns on ShareChat & Moj successfully and seamlessly.

*data source: Inc42