How Personal Channels are Growing in Retail
13 Aug 2020
13 Aug 2020
The retail landscape has changed dramatically over the past few years. Consumers are no longer discovering brands primarily through search engines, websites, or traditional advertising. Instead, they are increasingly influenced by personal channels and social commerce experiences that deliver curated, relevant, and direct interactions.
From WhatsApp conversations and creator recommendations to AI-powered shopping assistants and exclusive brand communities, personal channels have become one of the most effective ways for retailers to build trust, drive engagement, and increase customer lifetime value.
Modern consumers expect brands to communicate with them in ways that feel personalised and convenient. Rather than browsing through crowded marketplaces or scrolling endlessly through search results, shoppers increasingly rely on recommendations from creators, communities, and brands they already trust.
According to a 2026 report by Meta and the Retailers Association of India, 77% of retail product discovery now happens through social media platforms, while 72% of product discovery takes place through WhatsApp-driven interactions and conversations. This reflects a significant shift from search-led shopping to relationship-led shopping.
Personal channels allow brands to communicate directly with consumers without relying entirely on third-party platforms or algorithms.
These channels include:
Unlike traditional advertising, these channels foster ongoing conversations rather than one-time transactions.
WhatsApp has evolved from a messaging platform into a powerful commerce channel.
Retailers are increasingly using WhatsApp for:
As conversational commerce grows, consumers are becoming more comfortable making purchasing decisions directly within messaging environments. The convenience of receiving recommendations, browsing products, and communicating with brands in one place is transforming the customer journey.
One of the most significant developments in 2026 is the rise of creator-led commerce.
Consumers are increasingly purchasing products through creators they follow and trust rather than through traditional advertising. Creator-led brands are outperforming many traditional D2C businesses because they combine content, community, and commerce within a single ecosystem.
Today’s creators are not simply promoting products—they are building communities, launching brands, influencing product development, and creating direct purchasing opportunities through social commerce.
For retail brands, this means that partnerships with creators are becoming long-term business strategies rather than campaign-based marketing activities.
Artificial intelligence is helping retailers deliver highly personalised experiences at scale.
AI-powered tools now help brands:
However, the most successful retailers are combining AI efficiency with human connection. Consumers still value authenticity, trust, and genuine relationships when making purchasing decisions. AI works best when it enhances—not replaces—those relationships.
Social platforms have evolved into full-fledged retail ecosystems.
Consumers increasingly discover products through:
Retail discovery is becoming scroll-led rather than search-led, with brands focusing on engaging content and community-driven experiences to drive sales.
As acquisition costs continue to rise and platform algorithms become more competitive, retailers are investing heavily in owned channels and direct customer relationships.
The brands that will succeed in the coming years are those that focus on building communities, creating meaningful conversations, and and using social commerce to deliver personalised experiences across every touchpoint.
In 2026, personal channels and social commerce are no longer simply marketing tools hey are becoming the foundation of modern retail growth.
To know more about retail communications strategies and its implications, talk to our experts today at Star Squared PR
