Social Commerce for Unbranded Products in India- A Case Study of MEESHO

Purpose: Through the introduction of social commerce apps, social interactions on the internet offered new economic prospects. This is mostly due to the proliferation of social interacting sites, which have also led to the expansion of e-commerce. The present trend in e-commerce has created a new brook called social commerce, which uses social technology to create an atmosphere for social exchanges. These social acquaintances can lead to operational social support in e-commerce, which builds trust and escalates the likelihood of using social commerce. The paper intends to attempt an in-depth study on MEESHO, a social Commerce application. We conclude by giving prospects for a flourishing business in the future. Design/Methodology/Approach: This study projected an academic agenda for the adoption of social commerce by utilizing the social support model and associated theories on intention to use. We have used secondary data from sources such as case studies, blogs, of and research papers. Findings/Result: The success story of the most promising Social selling app brings an articulated picture of how did a social commerce app succeed in making sales at the doorstep so practical. The study also brings out the reality of how the business has given rise to many small and medium vendors a chance to demonstrate large selling platforms with their innovative and skillful offerings. This case study can be further utilized in marketing classrooms to imbibe innovation and enterprising skills. Originality/Value: The discoveries in the case will give more insight into consumer buying behavior trends and help social commerce sellers to target better to obtain satisfaction of the buyer and obtain his trustworthiness. Paper Type: Case Study