In the west, Amazon is seeking to compete with Shopify, but in India, it is preparing to investigate social commerce.

Amazon has purchased the Indian social commerce business GlowRoad in an all-cash deal, according to a source familiar with the matter, as the e-commerce giant increases its foothold in one of its main overseas markets.

An Amazon spokesperson acknowledged the purchase in a statement, claiming it will assist the company meet its goal of digitizing the country’s 10 million enterprises by 2025.

The American giant added: “Amazon continues to explore new ways to digitize India and delight customers, micro-entrepreneurs, and sellers, and bringing GlowRoad onboard is a key step in this direction.”