Meta-WPP report reveals quick commerce powered 45% of festive shopping this year

The shopping landscape in India is undergoing a dramatic transformation, with quick commerce emerging as a dominant trend. This rapidly evolving behavior now accounts for nearly two-thirds of all online grocery orders, demonstrating significant growth particularly in smaller cities, where adoption rates are climbing at an impressive 8-9% annually. This year, quick commerce has propelled 45% of festive shopping, highlighting its increasing importance. In response to this shift, WPP India has unveiled a new playbook titled the Collaborative Performance Advertising Solutions (CPAS) Playbook for Retail & Quick Commerce, crafted in partnership with Meta. This playbook offers insights into how consumer purchasing journeys are being redefined from traditional planning to immediate, inspiration-driven purchases. Awareness of quick commerce is notably high, with 91% of internet users in India recognizing the service, and over half having utilized it in the week leading up to the survey. The trend indicates that consumers are now moving from inspiration to checkout in a single browsing session, indicating that the landscape of commerce is evolving beyond conventional metrics. While groceries remain the primary category for purchases, the playbook also identifies burgeoning opportunities in sectors like beauty, fashion, health products, and kitchen essentials. Notably, sales of fashion accessories and bags have surged past ₹40 crore per month, more than doubling in just six months. The CPAS initiative allows brands and retailers to collaborate on targeted advertising campaigns across Facebook and Instagram, directly directing consumers to the retailer's online storefront. This approach has already shown a 24% year-over-year improvement in return on ad spend (ROAS) for collaborative ads. Major brands are reaping substantial benefits; for instance, Coca-Cola optimized its sugar-free product line with CPAS, resulting in a remarkable 39% boost in ROAS and conversion rates that were 2.5 times stronger than broader audience strategies. Britannia implemented a comprehensive CPAS strategy alongside partners such as Swiggy, Zepto, and Blinkit, achieving a 45% reduction in cost per purchase quarter over quarter. Their ROAS improved from 0.6 to 1.0, with some campaigns yielding up to 5x ROAS and 60% lower costs per purchase. Ashwin Padmanabhan, COO of South Asia at WPP Media, remarked on the rapid evolution of quick commerce, emphasizing how it has streamlined the purchase journey. He noted that the CPAS framework is instrumental in connecting discovery with actual sales through effective catalogue integration and real-time optimization. Prasanth Kumar, CEO of WPP Media in South Asia, highlighted the significant transformation occurring within India’s commerce sector, shifting from a linear purchasing process to a more immediate, intent-driven model. The CPAS Playbook serves as a comprehensive guide for brands aiming to connect brand-building efforts with conversion, ultimately redefining retail advertising in India. Gaurav Jeet Singh, Director of Agencies and VC Partnerships at Meta, stated that India is leading a global shift where discovery and commerce are converging instantaneously. With the CPAS initiative, brands are empowered to engage consumers at the moment of inspiration, facilitating a seamless transition to purchase. The playbook offers marketers a clear path to create interconnected, measurable, and scalable commerce journeys on Meta, unlocking new growth opportunities in a fast-paced marketplace.