Brands
GUEST ARTICLE: Social commerce marketing strategies for brands in 2023
Mumbai: What will social commerce marketing look like in 2023? This is a question that brands need to ask themselves now to stay ahead of the curve. Here, we will explore some social commerce marketing strategies that brands should employ to remain relevant and thrive in the years to come. From creating more immersive and interactive customer experiences to leveraging data and AI, read on to learn more about what it takes to succeed in social commerce in 2023 and beyond.
Social commerce is the buying process in which customers use social media to connect with brands, learn about products, check prices, and make purchases. Brands have been using social media marketing to drive awareness and increase brand loyalty for several years. However, the recent trend of digitally savvy customers has led to a new era of social commerce. Social commerce marketing strategies for brands in 2023 are evolving quickly. To succeed in this dynamic environment, you need a robust strategy that considers the nuances of your brand and target customer base. An effective social commerce marketing plan will help you market your products effectively while maintaining your brand identity and staying true to your mission statement.
Brand awareness through native advertising
Brands have used native advertising as a social commerce marketing strategy for several years. However, as brands and customers adjust to the new social commerce landscape, native advertising will become even more critical. Native advertising is a form of paid media where an advertisement is integrated into the other content of a medium in a way that disguises the commercial intent of the promotion. Gone are the days when consumers clicked on an ad, went to a separate landing page, and made a quick decision about their product. Now, customers are scrolling through feeds and clicking on content that interests them. Brands have become part of the feed, and native ads can help you break through the noise and attract potential customers.
Security and customer education
As social commerce continues to grow, so does the threat of cybercrime. To protect your customers, you need to be vigilant about security standards and consider investing in educating your customers about how to stay safe online. Customers today want to be in control of their data and expect brands to take steps to protect their information. To maintain trust and increase sales, you should offer secure payment options, use strong authentication, and employ robust privacy settings and data management practices. While it is essential to protect your customers from identity theft and fraud, you must also be careful not to scare away potential customers with too many scary warnings. You can offer educational resources to help customers make informed purchases.
Making the most of mobile
As mobile commerce continues to grow, brands will need to make sure they have mobile-friendly websites and marketing materials. If your site is not mobile-friendly, you are losing out on sales and limiting your customer base. Remember that many users will access your content via mobile devices when creating your social commerce marketing strategy. Make sure your website is easy to navigate on a small screen and that your images are high-quality and relevant to the content. You can also use responsive design to make your site easy to navigate regardless of what device your customers are using to view it.
Improving customer experience
Customers want to feel confident with their purchases, and they also want to know that you care about their experience. Social commerce is about connecting with customers and fostering brand loyalty, so you must ensure your social channels are engaging and friendly. Ensure consistent branding across all your social media channels when creating your social commerce marketing strategy. You should also tailor your content to your target audience and respond quickly to comments and questions.
Strengthening loyalty and engagement
With the rise of social commerce and the focus on security, customers are making more informed purchasing decisions. Successful brands will use social commerce strategies to strengthen loyalty and engagement. You can also use these strategies to increase brand awareness and drive traffic to your site. You can engage your audience and drive membership and engagement with social media contests, polls, and quizzes. You can also use influencer marketing to build brand awareness and drive traffic to your site.
Conclusion
As the landscape of social commerce continues to shift and evolve, businesses must adapt to it to stay relevant and successful. By employing social commerce marketing strategies, brands can make the most of these changes. To succeed in this dynamic environment, you need a strong strategy that considers the nuances of your brand and target customer base. An effective social commerce marketing plan will help you market your products effectively while maintaining your brand identity and staying true to your mission statement.
The author of this article is Woovly co-founder Neha Suyal.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
