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COVID-19: A Blessing in Disguise for Social Commerce in India

In: Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux

Author

Listed:
  • Dawn Jose
  • E. Sulaiman Ebrahimkunju

Abstract

Social commerce (SC), the successor to e-commerce, has already started making waves across the globe. The COVID-19 pandemic and the accompanying lockdowns seem to have acted as a catalyst for embracing SC in India, as customers are relying more on contactless purchases. The article investigates the status of SC activities in order to understand the trend and its growth potential. The study is conducted in the state of Kerala, India — a market with high internet and mobile penetration coupled with a large proportion of young customers.

Suggested Citation

  • Dawn Jose & E. Sulaiman Ebrahimkunju, 2025. "COVID-19: A Blessing in Disguise for Social Commerce in India," World Scientific Book Chapters, in: Vinita S Sahay & Chandan Parsad & Raveesh Krishnankutty & Aviral Kumar Tiwari (ed.), Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux, chapter 13, pages 163-172, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811292101_0013
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    More about this item

    Keywords

    Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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