Social Commerce in India: Direct App vs Platform Embedding
Direct social commerce apps (Meesho, Shop101) and embedded commerce (Instagram Shops, WhatsApp Catalog) are solving different unit economics problems in India. The winner isn't the platform—it's whoever controls the customer relationship and payment rails first.
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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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