New Delhi, Aug 4 || India’s retail sector is entering a new era of integrated customer experience, Omnichannel 2.0, where retail is defined by real-time, seamless engagement across digital and physical worlds, a report said on Monday.
"Today’s consumers demand a unified, personalised journey across digital and physical touchpoints," market intelligence firm 1Lattice said in a report.
According to 1Lattice, over 450 million Indians use WhatsApp, with 60 per cent engaging with businesses weekly, making it a powerful channel for commerce and customer service.
Meanwhile, short-form video content is becoming the new front door to shopping, especially for Gen Z and Millennials who increasingly rely on influencer reviews for product discovery, the report stated.
As per the report, the rise of open commerce infrastructure, particularly ONDC-powered platforms like Paytm, PhonePe, and WhatsApp, enables small and mid-sized businesses to digitise rapidly, without heavy tech investments.
At the same time, Generative AI is driving personalisation, optimising pricing, and automating service delivery, leading to lower support costs and improved demand forecasting for early adopters.