The Tribune · 29 Sep, 11:13 · Business briefing

Nearly 80% of Indian home shoppers discover products through social media: Deloitte

A recent Deloitte report indicates that nearly eighty percent of Indian home shoppers discover products via social media platforms.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

A recent Deloitte report indicates that nearly eighty percent of Indian home shoppers discover products via social media platforms. This statistic, reported by The Tribune, highlights a significant shift in consumer behaviour within India’s domestic market. For professionals, this data underscores the diminishing role of traditional advertising channels and the rising dominance of social networks as primary discovery engines. The finding suggests that brand visibility and initial consumer engagement are now predominantly driven by social interactions rather than direct search or offline exposure, marking a critical pivot point for retail and marketing strategies in the region.

Employer demand for Social Media Advertising skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

This shift demands immediate attention from marketing and sales professionals. You must prioritise skills in social commerce and content strategy over traditional advertising methods. Brands now live or die by their social presence, making roles in community management and influencer relations increasingly valuable. If you work in retail, you need to understand algorithmic discovery and user-generated content. Start by auditing your current social media strategy against this eighty percent benchmark. Invest in courses that teach platform-specific advertising and analytics. Do not ignore this trend; adapt your skills to manage social-first customer journeys, or risk becoming obsolete in a market where social media is the primary storefront.

For this story, the fields that convert it into pay are Social Media Advertising, Digital Marketing, AI in E-Commerce and Conversion Rate Optimisation — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

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to benefit.

These programmes position you for exactly this shift — online, self-paced, and finishing with a verifiable certificate you can share the day you pass.