45% of festive purchases on Q-Comm this year: WPP Media-Meta report

Quick commerce contributes nearly two-thirds of all online grocery orders and adoption is accelerating, especially in smaller cities, where the segment is growing at 8–9% annually, reveals the CPAS (Collaborative Performance Advertising Solutions) Playbook for Retail & Quick Commerce in India launched by WPP Media India today in collaboration with Meta.

The report says that 45% of festive shopping now takes place on quick commerce platforms.

With 91% of internet users now aware of quick commerce services, and more than half having used them in the week preceding the survey, the Playbook helps brands reach high-intent shoppers at the exact moment demand is formed.

Collaborative Ads (CPAS) is a Meta solution that allows brands and retail marketplaces to work together to run targeted Facebook/Instagram ads. Brands can use a retailer's catalog to promote products and drive shoppers directly to the retailer's online store.

CPAS is already delivering a strong business impact for leading brands across India’s quick commerce ecosystem.

The sugar-free retail segment delivered a 39% improvement in ROAS, while conversion rates were 2.5x stronger compared to broad-based audiences. This high-intent segment also delivered 40% lower acquisition costs, highlighting the power of combining Meta’s discovery ecosystem with retailer commerce data to drive efficient, outcome-led growth.

Ashwin Padmanabhan, COO, South Asia at WPP Media said, "The meteoric rise of quick commerce has compressed the purchase journey like never before. The CPAS framework helps brands bridge the final mile from discovery to verified sale through catalogue integration and real-time optimisation. We are already seeing ROAS as high as 2x in certain categories, proving the power of this model.”

“India’s commerce landscape is undergoing its most significant transformation, shifting from a linear path to purchase to an instant, intent-driven ecosystem. The CPAS Playbook provides a clear blueprint for brands to seamlessly connect brand building with conversion, helping them drive accountable, measurable outcomes at scale thus, redefining the future of retail advertising in India,” added Prasanth Kumar, CEO – South Asia at WPP Media.

Gaurav Jeet Singh, Director, Agencies and VC Partnerships, (India) at Meta said, “India is at the forefront of a global shift where discovery and commerce are converging in real time. With CPAS, we’re enabling brands to meet consumers at the moment of inspiration and carry that intent seamlessly to purchase. This Playbook gives marketers a clear roadmap to build connected, measurable, and scalable commerce journeys on Meta, helping them unlock growth in a marketplace that moves at the speed of culture.”