The IAB SEA+India Social Commerce Council brings together leaders from across Southeast Asia and India to define best practices for commerce-driven social and creator ecosystems. Members collaborate on priority topics such as platform capabilities, creator-led commerce, attribution, and consumer trust, working with the IAB SEA+India team to turn these discussions into practical guidelines and playbooks that help brands of all sizes drive growth through social commerce.
Winning the scroll: social commerce in Southeast Asia and India
Social commerce is changing how people in Southeast Asia and India discover and buy products. In mobile-first markets where trust is built through creators and communities, purchase increasingly happens inside social platforms, often without consumers leaving the app.
The IAB SEA+India Social Commerce Playbook brings structure to how social commerce works across the region. Developed by the Social Commerce Council and designed for brands and businesses of all sizes, it combines consumer behaviour, platform dynamics, regional case studies on different content formats, and campaign examples to show how discovery, consideration, and purchase connect within social environments.
Designed for brands of all sizes, as well as the agencies and platforms that support them, and built through collective expertise from practitioners across Southeast Asia and India, the playbook provides a practical reference for teams at different stages of maturity.
IAB SEA+India Social Commerce Council
