A large and growing part of Indian retail now happens through social media — people selling from home, from small shops and from farms, directly to buyers in their city.
Food leads: tiffin, home bakes, sweets, snacks, pickles, seasonal fruit such as mangoes, and regional cuisines for people living away from home. Then clothing and fashion — sarees, kurtis, boutiques, blouse stitching — jewellery including lab-grown diamonds and karigar work, handmade goods and gifts, and services: tuition, home help, nannies, drivers, beauty, events and religious ceremonies.
A buyer sees a reel or story, or a recommendation in a society or community group, messages the seller on Instagram or WhatsApp, agrees price and delivery, and pays by UPI. Delivery is by the seller, a local rider, or a courier for other cities. No platform fee is paid, which is why sellers prefer it to marketplaces.
Cheap data and smartphones, UPI, the pandemic years that pushed home enterprise online, and the trust that comes from seeing a real person's face and kitchen. Women run a large share of these businesses.
These sellers are scattered across thousands of pages and groups, with no central place to search them by category and city. The Find Sellers section of this site opens a live Instagram or Facebook search for each category in each city, with a short guide on what to ask and how to stay safe.
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