iWorld
Facebook joins COAI as associate member
NEW DELHI: The leading mobile communications association in India, Cellular Operators Association of India (COAI), has announced the induction of Facebook India Online Services as an associate member.
COAI’s associate membership comprises companies that manufacture or support the functioning, promotion, research development and evolution of mobile communications services. The induction of the Mark Zuckerberg-led company in COAI will help it in getting a bigger platform to interact with the leading mobile operators.
Facebook, public policy director – India and south Asia Ankhi Das said, “Over 85 per cent of the world’s population lives in areas with existing cellular coverage, yet only about 30 per cent of the total population accesses the internet. Affordability and awareness are significant barriers to internet adoption. Facebook believes that overcoming these barriers and connecting people has immense value, from empowering people to exercise their rights to freely express themselves, promoting transparency and democratic values and allowing people to access affordable data services in areas such as health care, education and information, which they otherwise cannot afford. Access = opportunity – creating more economic, social and political opportunities for everybody.”
She further added, “Joining COAI as an associate member reflects our focus on mobile technologies, access and our continued desire to work in collaboration with the industry to increase connectivity. We look forward to playing an active role as a member.”
Founded in 2004, the social media giant Facebook aimed to is to give people the power to share and make the world more open and connected. Facebook has more than 1.32 billion monthly active users globally, including over 100 million monthly active users in India.
COAI’s other associate members include Alcatel Lucent India, Cisco Systems India, Ericsson India, IBM India, GTL Infrastructure, Huawei Technologies, Indus Towers, Intel Corporation, Nokia Solutions and Networks, Qualcomm India and ZTE India.
Commenting on the induction COAI director general Rajan S Mathews said, “We welcome Facebook India Online Services to the COAI family. Social networking, especially Facebook, has changed the way Indians work, play, communicate, socialise and do business. We believe this will further grow to become a crucial part of and influence the socio-economic culture in the country. We feel that Facebook’s active participation in COAI activities will result in mutual value addition and bring the much needed synergy of functioning between the service providers and the content/VAS players.”
Having started as an association for mobile service providers, COAI, today, has members including cellular service providers, telecom infrastructure companies, and telecom equipment manufacturers; and still expanding to include other allied and critical stakeholders of the sector.
iWorld
WhatsApp emerges as key commerce channel in India: Meta report
Whitepaper shows 77 per cent of purchases influenced by social media and shoppers spend 2.5 times more across channels
MUMBAI: If shopping once meant a stroll down the high street, today it begins with a scroll on a smartphone. India’s retail journey is being rewritten in real time, as consumers glide between Instagram Reels, WhatsApp chats and physical stores with barely a pause for thought. A new whitepaper by Meta in collaboration with the Retailers Association of India argues that this shift is not cosmetic but structural, powered by artificial intelligence, short form video, creators and conversational commerce.
The numbers underline the scale of the change.
Social media now influences 77 per cent of retail purchase decisions in India, with Meta’s platforms accounting for 96 per cent of social driven discovery. Discovery itself is increasingly passive and visual rather than deliberate and search led. As much as 97 per cent of consumers watch short form video daily, and 60 per cent of time spent on Facebook and Instagram is devoted to video content.
In other words, the shop window has moved to the feed.
The report highlights the growing dominance of the omnichannel shopper, a consumer who researches and buys fluidly across online and offline environments. More than 50 per cent of retail consumers research products online before purchasing in store. Equally, over 50 per cent browse in store before completing their purchase online.
This blended behaviour is lucrative. Shoppers who buy across channels spend 2.5 times more than single channel shoppers. When customers engage across multiple touchpoints, spending rises by as much as 73 per cent. For retailers, unified commerce is no longer a strategy slide. It is a revenue imperative.
Meta India director of E commerce and retail Meghna Apparao, urged brands to focus on three pillars: Reels and creators for authentic storytelling, omnichannel performance marketing to connect platforms, and WhatsApp as a personalised commerce channel. Hitesh Bhatt of RAI noted that the challenge is no longer adopting digital tools but integrating them to deliver measurable outcomes.
Artificial intelligence sits at the heart of this integration. Indian retailers using Meta’s omnichannel optimisation have recorded more than fourfold improvements in omnichannel return on ad spend. Businesses that integrated in store sales data through Meta’s Conversions API have reported Roas uplift ranging from 2 times to 5 times or more, alongside incremental sales growth of up to 9 times depending on category and market.
Integrated data strategies have also delivered revenue growth of up to 15 per cent, suggesting that when digital signals are tied to offline outcomes, marketing efficiency sharpens considerably.
Retailers are already putting this into practice. Reliance Digital has leaned into a Reels first strategy, working with regional creators to drive engagement and measurable business impact. Croma says Meta’s AI powered tools have enabled it to integrate offline data and activate performance marketing across touchpoints, strengthening both footfall and revenue across online and physical stores.
Trust is increasingly creator led. The report finds that 71 per cent of consumers make a purchase within a couple of days of seeing creator content on Meta’s technologies. Campaigns that leverage reels and creators have delivered 71 per cent higher brand intent lift and 19 per cent lower acquisition costs.
Micro and nano creators, in particular, are accelerating purchase decisions by embedding products into relatable, local narratives. Influence is no longer confined to celebrity endorsements. It is distributed, conversational and continuous.
If Instagram and Facebook drive discovery, WhatsApp is emerging as the conversion engine. According to the report, 72 per cent of product discovery now happens on WhatsApp. Retailers using business messaging and click to WhatsApp campaigns are seeing a 61 per cent average improvement in return on ad spend, a 62 per cent increase in leads and 22 per cent higher order values.
The implication is clear. Commerce is shifting from clicks to conversations. Discovery, purchase and post purchase support increasingly unfold within a single chat thread.
The whitepaper argues that omnichannel maturity will define competitiveness in Indian retail. Consumers no longer toggle between online and offline modes. They operate across both simultaneously, often within the same buying journey.
For brands, the task is no longer about being present on digital platforms. It is about stitching together discovery, data, conversation and store experience into a unified loop that can be measured in footfall, revenue and repeat purchase.
As India’s shoppers continue to scroll before they stroll, the retailers who align AI, creators and messaging into one seamless experience may find that the path to growth is less about adding new channels and more about connecting the ones they already have.
