WPP India and Meta have launched a new CPAS (Collaborative Performance Advertising Solutions) Playbook that has shown how quick commerce has become a major force in India’s retail landscape. The report has indicated that 45% of festive shopping has taken place on quick commerce platforms this year.
The Playbook has been built on consumer insights, performance data, retailer inputs and Meta platform signals. It has outlined how online buying behaviour has shifted from planned purchasing to instant discovery-led purchases, with quick commerce now contributing a significant share of India’s online grocery orders. Growth has also been seen in smaller cities, where adoption has risen at an annual rate of 8–9%.
The report has revealed that awareness of quick commerce services has reached 91% among internet users, with more than half having transacted in the week before the survey. While grocery has remained the top category, the Playbook has noted strong growth in fashion, beauty, kitchen essentials, health products and other fast-moving consumer categories. Fashion accessories and bags have crossed ₹40 crore per month and have doubled in six months.
CPAS, a Meta solution enabling brands and retailers to run co-branded catalogue-led ads, has delivered measurable impact for leading brands. Coca-Cola has seen improvements in ROAS and acquisition efficiency through retailer-linked catalogue targeting. Britannia has implemented a full-funnel strategy across multiple platforms and has reduced Cost Per Purchase and enhanced ROAS.
The Playbook has also stated that commerce has now become a full-funnel driver as consumers increasingly move from discovery to purchase within the same session. This has pushed brands to integrate awareness and conversion strategies more closely for accountable outcomes.
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.”
