Over the years, the amalgamation of e-commerce and social media has altered the manner in which consumers and companies participate in the retail sector, revolutionising our shopping habits and interactions. The ever-changing e-commerce platforms in India are progressively merging with major social media networks such as Facebook, Twitter, Instagram, and WhatsApp. Aman Jain, Co-founder, and CEO, of Doodhvale, explains that users may now explore and buy things directly via their favourite social networking platforms. Shopping elements are being added to such networks, allowing consumers to mark up and purchase things straight via posts. Micro and nano influencers (those with smaller yet highly engaged followings) are gaining importance in addition to famous influencers for their capacity to connect with specific audiences and generate sales. This shift towards user-generated content played a pivotal role in shaping the landscape of online commerce.