Social Commerce: API Infrastructure Beats Vertical Apps in India
Vertical social commerce apps like Meesho and Instagram Shop chase users directly. API-first infrastructure plays own payments, inventory, and fulfillment APIs instead. Infrastructure wins in India because it captures 10x more transaction volume across multiple storefronts.
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Amit Tyagi
Founder, AletheiaAI & GP, Fitoor Capital
Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.
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