Social Engagement Meets E-Commerce
How India’s apps are creating immersive, interactive shopping experiences
India’s e-commerce app ecosystem is moving to real-time, social, and immersive experiences that go beyond just constantly nudging users to complete transactions.
And static product reviews are getting a much-needed glowup.
This shift mirrors China’s mobile-first, immersive shopping model, where apps are designed to allow users to see and interact with rich media content to make informed buying decisions. India is now following this path, focusing on visual proof and real-time engagement to help users feel more confident in their choices.
The Need for Integrating Visual Proof
In India, buying decisions are heavily influenced by what users see and how they feel about what others are doing. Online shopping (currently at 7% of the consumption) while growing rapidly, is still something many users are learning to get comfortable with.
Risk-averse consumers often want to triple-check everything before making a purchase, whether it’s food or clothes. It's not just about reading a review or checking a product description anymore—users need to see the product in action as if they were physically present with it.
Unlike the static reviews common in European markets, Indian apps are embracing real-time engagement and social validation.
Whether through shoppable videos, influencer-driven content, or social recommendations, these apps provide the visual proof that builds confidence in purchase decisions, turning engagement into real conversions.
This shift is creating immersive, social, and trust-driven experiences that drive both user loyalty and revenue.
Apps like Myntra, and Ajio are great examples of integrating shoppable videos, Instagram-like stories, and influencer feeds.
Users can watch, interact, and see the product in motion before they hit “buy.”
This visual engagement boosts confidence and ensures users feel more connected to the brand and their purchase choices.
No more wondering, "I hope this looks as good in person."
Food delivery apps like Swiggy are also embracing this format, letting users watch real, unfiltered videos of food arriving from restaurants.
Instead of just reading reviews or checking photos, users are seeing visual proof of freshness, quality, and presentation, which helps with trust and builds excitement around their food choices.
P.S. Swiggy’s “Group Order” and Zomato’s “Friends' Recommendations” features are pushing social engagement past just stories & feeds.
Enabling users to collaborate in real-time and share meal choices, these turn ordering into a socially driven, interactive experience- making the entire food delivery journey feel more integrated into users' lives.
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