Quote: WhatsApp Drives Early D2C Sales
An expert on a social selling podcast stated that in 2026, 70% of new direct-to-consumer brands in India are closing their first 1,000 orders via WhatsApp. The platform's features for group buying and broadcasts were cited as key drivers for this trend, particularly for event-based retail.
- The Indian conversational commerce market is projected to reach $53.5 billion by 2028, growing at a CAGR of 18.9%. This growth is largely driven by platforms like WhatsApp, which has over 532 million users in India and messages on the platform see a 98% open rate. - Meta has partnered with the Open Network for Digital Commerce (ONDC) to digitally upskill 500,000 Indian micro, small, and medium enterprises (MSMEs) over two years, helping them use WhatsApp for commerce and integrate with the ONDC network. - For D2C brands, the WhatsApp Business API offers advanced features beyond basic chat, including interactive product catalogs that can showcase up to 500 items, automated order confirmations, shipping alerts, and AI-powered chatbots for customer support. - The push for D2C sales extends beyond metros, with over 60% of e-commerce transactions now originating from Tier 2 and Tier 3 cities. However, brands in these markets face challenges like higher last-mile delivery costs and the need to build trust through localized content and cash-on-delivery options. - A key driver of this trend is changing consumer preference, with 90% of non-tech-savvy digital users preferring to engage with local businesses using conversational platforms for daily needs like groceries. - While social commerce provides a powerful sales channel, D2C brands still face core challenges in India, including high customer acquisition costs on digital platforms, managing complex logistics for returns, and forecasting demand to avoid inventory issues.
