WPP Media India, in collaboration with Meta, has released a new CPAS Playbook highlighting how quick commerce is transforming consumer behaviour across categories. The study reveals that quick commerce now contributes to 45% of festive season purchases, with adoption growing fastest in Tier II and Tier III markets at an annual rate of 8–9%. Grocery continues to lead the category, though emerging segments such as fashion accessories and bags have crossed ₹40 crore in monthly sales – doubling in the past six months.
The Playbook integrates consumer signals, retailer data, brand insights and Meta platform intelligence to map how the shopping journey is being compressed. With 91% of internet users aware of quick commerce platforms and more than half using them weekly, discovery-led browsing is increasingly driving instant purchases. The report notes that consumers are completing the journey from awareness to checkout in a single session, pushing brands to deploy full-funnel strategies.
Case studies included demonstrate measurable impact. Coca-Cola achieved a 39% uplift in ROAS for its sugar-free portfolio with significantly higher conversions and reduced acquisition costs. Britannia’s multi-platform CPAS execution on Blinkit, Zepto and Swiggy delivered up to 5x ROAS and reduced Cost Per Purchase by 60%.
Industry leaders cited CPAS as a driver of scalable, measurable commerce pathways, enabling brands to seamlessly connect campaigns on Meta platforms to transactions on retailer apps. According to the Playbook, CPAS campaigns have recorded a 24% improvement in return on ad spend year-on-year, reinforcing its role in shaping modern commerce ecosystems.
