India, Feb. 26 -- Artificial intelligence (AI), short-form video, creators and messaging platforms are reshaping India's retail landscape and accelerating omnichannel shopping, according to a report by Meta and the Retailers Association of India (RAI).

The report said 77 per cent of retail brand and product discovery now happens on social media, with Meta platforms accounting for 96 per cent of such discovery. According to the findings, consumers who shop across online and offline channels spend 2.5 times more than single-channel shoppers and up to 73 per cent more when engaging across multiple touchpoints.

The report noted a shift from search-based shopping to scroll-led discovery, with 97 per cent of consumers watching short-form vide...