Quick Commerce Reshapes Retail, Fueled by Meta and Influencers

Quick Commerce (Q-Commerce) is transforming India’s retail landscape by efficiently catering to diverse consumer needs. While grocery and personal care products dominate, niche categories like hair care, skincare, and health and wellness are gaining traction, reflecting the shifting preferences of Indian consumers.

A Meta-commissioned GWI study surveying over 2,500 internet users aged 16 to 64 revealed that 90% of respondents are aware of Q-Commerce services, with 50% using these platforms weekly, highlighting their integral role in daily lives.

Meta's Role in Q-Commerce Growth

The study revealed that 86% of respondents discover new brands and products via Meta platforms, which also drive the highest click-through and purchase rates. Influencers amplify brand visibility, with 30% of respondents making purchases based on influencer recommendations.

Generational and Regional Trends

• Gen Z leads Q-Commerce adoption, driving demand for categories like sportswear, wellness products, and pet supplies.
• Tier II and III towns dominate purchases in fashion, food, and mobile devices, with online-offline parity emerging for high-value items like jewelry and electronics.

Discovery and Messaging Channels

Social media is the top discovery platform, with 68% of respondents finding products there. Reels (59%) and influencers(57%) significantly influence purchases. Messaging apps like WhatsApp are pivotal, with 95% of users utilizing them for product discovery and communication.

AI and Personalization

AI-driven personalization enhances the shopping journey by delivering tailored recommendations, building trust, and fostering long-term loyalty among consumers.

Meta's Perspective

Arun Srinivas, Director and Head (India), Ads Business, Meta, emphasized the rise of Q-Commerce and online shopping in smaller towns, highlighting how AI-powered personalization, creators, and messaging platforms create engaging and seamless consumer experiences.