Introduction  The India D2C ecosystem has entered into a new phase of growth. More consumers are discovering, comparing, and buying their products through social media channels as compared to the search engine channels only. Instagram Reels, Facebook Shops, and content made by creators have started influencing the buying behavior of consumers. Brands face a double-edged sword with this development. The competition level has never been higher, the cost of customer acquisition keeps fluctuating, and the customer expects a personalized experience