Signal Indian consumers lead social commerce growth, with 35 percent of consumers buying on social platforms in 2025

Summary

Capgemini reports that the growth of social commerce is being driven largely by consumers in India. Across all surveyed countries, 35 percent of consumers said they had bought through a social platform in 2025. India's contribution stands out within that expanding total. The report explains the appeal of social commerce through emotional drivers such as belonging, aspiration, and self-expression, together with social proof like likes, shares, and reviews. It also stresses that the model lets small businesses and independent creators reach audiences directly without large marketing budgets.