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

Dawn Jose and E. Sulaiman Ebrahimkunju

Chapter 13 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 163-172 from World Scientific Publishing Co. Pte. Ltd.

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.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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