Hooked on Reels, buying in stores: Meta’s Meghna Apparao on redefining Indian retail 

“The word ‘phygital’ has been floating around for a while,” says Meghna Apparao, Director of E-commerce & Retail (India) at Meta. “But now we’re seeing it validated in a very real way.”

She’s referring to the blending of physical and digital shopping behaviours, a central theme in the recently released GWI x Meta India Retail Study. The research, aimed at unpacking how Indian consumers navigate today’s hybrid retail environment, reveals a compelling trend: discovery is digital, but purchases often still happen in-store; and Meta sits squarely at the intersection of both.

According to the study, nearly eight out of ten Indian shoppers now discover products via social media, and a staggering 96% of them do so through Meta’s platforms like Facebook and Instagram. In other words, if your brand isn’t showing up on a reel or in a swipeable story, you’re missing out on serious footfall, both online and offline.

Apparao describes the motivation behind the study as a need to better understand how people interact with social media platforms to inform their purchase journeys. “We wanted to figure out how people who are interacting online through platforms like ours are being influenced in their offline shopping behaviour,” she says. “And what we’re seeing is that the journey is almost always mixed.”

The data backs her up. One of the most powerful narratives emerging from the study is that of the "webrooming" shopper: someone who discovers a product online (typically through Meta) and then heads to a physical store to buy it. Apparao shares a personal anecdote that’s becoming increasingly common: “I walk into a mall on a Sunday afternoon while my kids are having lunch, but I’ve already done my research online. I know exactly what I want, so I head straight for it. But that also gives me time to browse and maybe pick up a few extra items. That’s the power of digital discovery enabling physical purchase.”

On the flip side, there’s “showrooming”: where consumers visit a physical store, try out products, and then wait for the right moment to buy online. “You might go to a jewellery store to check out designs, but the purchase could happen online later, maybe for an occasion like Akshaya Tritiya or Valentine’s Day,” she says.

But it’s not just discovery that’s becoming more digital; engagement and conversion are too. One of the most effective tools in Meta’s arsenal is short-form content, especially Reels and 2–3 minute videos. Apparao notes, “More than 50-60% of people spend their time on Reels. We’re seeing 3 in 10 of those viewers actually going on to purchase the product featured in the brand video. It’s particularly strong in high consideration categories like luxury.”

The rise of influencer marketing, especially hyper-local creators, is also driving retail growth in surprising ways. While national influencers remain popular, local voices are increasingly persuasive, particularly for in-store experiences. “We’re seeing shoppers say that if they watch an influencer visit and rate a store or try on products, they’re more likely to visit that store themselves,” Apparao explains. She highlights the power of ‘nano creators’, those with smaller but highly engaged followings, whose relatability often trumps big-budget campaigns.

Meta isn’t just observing these shifts; it’s building tools to accelerate them. A key innovation discussed in the interview is the platform’s "Click to WhatsApp" feature. “Instead of landing on a D2C website, a shopper clicks an ad and is taken directly into a WhatsApp chat. That’s where the magic happens,” says Apparao. Retailers can use this channel to offer personalised service, book virtual appointments, or even conduct AI-assisted product recommendations. “We saw an electronics brand ask people to send in photos of broken devices. The system identified the item and sent back a tailored discount. It was super engaging and far more personal than a typical banner ad.”

The payoff? Over 59% of WhatsApp users say they’re likely to explore or purchase a product after receiving an offer on the platform.

The data is clear: Indian consumers are no longer choosing between online and offline—they’re doing both, often at once. And as the lines blur between browsing and buying, between scrolling and strolling, platforms like Meta are becoming the thread that stitches the entire journey together.

For brands still stuck in traditional campaign mindsets, Apparao offers a gentle but firm nudge. “You're not just creating another 30-second TV spot anymore. You're writing a new marketing playbook,” she says. “Whether it’s Reels, creators, or messaging, this is a moment for brands to think creatively and act boldly. Your customers are already there. You just have to show up in the right way.”

So, wondering where your next customer is? They’re probably watching a Reel, sending a WhatsApp, and headed to the mall.