From Fragmented Touchpoints to Connected Journeys : A New Commerce Playbook For India 

How cross-channel, full-funnel marketing powered by commerce intelligence is reshaping commerce in India 

Consumers in India don’t move down a linear funnel. They jump between marketplaces, quick‑commerce apps, social feeds, the open internet, and AI‑assisted experiences within hours. Yet many brands still plan and measure in silos, limiting their ability to understand what truly drives demand, trust, and incremental sales. 

This whitepaper—developed by Criteo in partnership with Ecosystm—explains how a cross-channel, full-funnel strategy powered by commerce intelligence helps brands, retailers, and agencies connect discovery, consideration, and purchase across India’s fragmented ecosystem. 

WHY THIS REPORT MATTERS 

As India’s digital media and retail ecosystems accelerate, brands that continue to treat commerce and media as separate workflows risk fragmented experiences, rising costs, and missed growth. 

This whitepaper provides a clear framework to help brands move from siloed execution to a connected, commerce-first strategy and learn how to: 

• Follow the real shopper journey, not just channel plans

• Turn commerce signals into smarter targeting, creative, and investment decisions 

• Connect media spend to measurable, incremental business outcomes across the funnel 

• Build a cross-channel, full-funnel strategy powered by commerce intelligence  

How Indian consumers discover, research, and buy products today  

Why retail media is growing, and where it falls short  

The gaps in measurement, activation, and cross-channel visibility  

How brands can connect on-site and off-site signals  

The role of AI and commerce intelligence in driving performance  

5 strategic moves to win across the full consumer journey