Terrific and SmartAds: Bringing Owned Social Commerce to India

TL;DR

• What's new: Terrific and SmartAds are partnering to bring owned live shopping, shoppable video, and intelligent carousels to brands and retailers across India.
• Who does what: Terrific builds the live commerce technology that runs on a brand's own website. SmartAds is Terrific's official partner in India, bringing that technology to brands and retailers across the Indian market.
• Why it matters: India's live commerce market was valued at USD 7,043.3 million in 2025 and is projected to grow at a 44.81% CAGR through 2034, according to IMARC Group.
• The core benefit: Shoppers watch, interact, and check out on the brand's own domain, so brands keep their audience, their branding, and their first-party data.
• What to expect below: why the timing matters, what each partner brings, what this means for Indian brands, how the model works, and answers to the questions we hear most.

Infrastructure meets execution

The way people shop in India is changing, and it is changing on video. Shoppers increasingly want to watch a product in action, ask questions in real time, and buy in the same moment, without hopping between an app, a chat, and a checkout page. That behavior is the foundation of live commerce, and it is exactly the experience this partnership is built to deliver.

Terrific and SmartAds are joining forces to bring owned, interactive video commerce to brands and retailers across India. The idea is simple. Terrific builds the technology, and SmartAds brings it to the Indian market as Terrific's local partner. Instead of building an audience on someone else's platform, Indian brands can now run professional live shopping, shoppable video, and intelligent carousels on their own site, with a partner on the ground who knows the market from the inside.

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Why live commerce, and why now

Live commerce is no longer an experiment. In its widely cited analysis of the format, McKinsey reported that companies running live shopping have seen conversion rates approaching 30 percent, up to ten times higher than in conventional e-commerce, and projected that live-commerce-initiated sales could account for as much as 10 to 20 percent of all e-commerce by 2026.

India is one of the clearest examples of that momentum. The India live commerce market was valued at USD 7,043.3 million in 2025 and is projected to reach USD 214,933.7 million by 2034, growing at a compound annual growth rate of 44.81%, according to IMARC Group. A market growing at that pace rewards brands that build the right foundation early, rather than renting reach on channels they do not control.

That is the gap this partnership is designed to close. The demand is here, the growth is documented, and the missing pieces for most brands are reliable infrastructure and a team that can operate it consistently in the Indian market.

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What SmartAds brings to the partnership

SmartAds is an India-focused media-buying platform, built to bridge the gap between advertisers and media owners across the country. On its own site, SmartAds reports more than 31,000 media options listed across 948 cities, working with brands and media owners spanning digital, television, radio, print, cinema, outdoor, and transit. That reach across the Indian market, from the metros to hundreds of smaller cities, is exactly what makes SmartAds a strong local partner to bring Terrific's technology to brands nationwide.

As Terrific's partner in India, SmartAds is the local team that introduces, offers, and supports the platform for Indian brands and retailers. Terrific brings a live commerce stack that is already proven with global brands; SmartAds brings the market knowledge, the relationships, and the on-the-ground presence to help Indian brands adopt it and see value quickly.

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What this means for brands and retailers in India

For brands, the combination is direct and practical. Terrific supplies the full on-site video commerce toolkit that runs on the brand's own website. That starts with the three formats Terrific leads with: live shopping, shoppable video, and intelligent carousels, all fully white-labeled to the brand. Around those formats sit tools like Timeline for scheduling content, Multi-Stream for broadcasting to several channels at once, and an AI Commerce Engine for personalization. SmartAds is the partner on the ground in India, bringing this toolkit to local brands and supporting them as they launch and scale it. The result is a live commerce program that a brand can actually run, week after week, rather than a one-off event.

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Because everything runs on the brand's domain, shoppers never have to leave the site to complete a purchase. That matters for two reasons. First, a smoother path from watching to buying protects the momentum that live shopping creates. Terrific reports figures such as a +39% conversion rate lift and +42% higher revenue per visitor for brands using its platform. Second, keeping the experience on-site means the brand keeps the relationship, the branding, and the data.

Built on owned infrastructure, not rented audience

The heart of this partnership is ownership. When live selling happens on a brand's own site, the brand collects first-party and zero-party data from every session, from questions in the chat to which products drove the most interest. That data compounds over time, informing better products, better offers, and better campaigns.

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This is a different model from building a following on a third-party platform, where the audience and the data ultimately sit with someone else. Both approaches have a place in a modern marketing mix, and many brands will use social channels to reach new viewers. The distinction here is where the transaction and the customer relationship finally live. With Terrific, that home is the brand's own storefront, which is why the platform is a natural fit for leading brands and enterprise retailers that want long-term control over their commerce experience.

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This is just the beginning

This partnership follows the same playbook Terrific has been rolling out in other high-growth markets, including its recent partnership with StarLive in Brazil, where owned infrastructure met expert local execution. India is a natural next step given the scale and speed of its live commerce growth.

For brands and retailers in India, the invitation is straightforward. If you want to turn your website into a live, interactive storefront, backed by a team that knows how to fill it and grow it, this is the moment to start. Terrific and SmartAds are ready to build it with you.

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