Quick commerce is reshaping the landscape of online shopping, particularly in India. According to a recent report commissioned by Meta, a staggering 86% of online users first encounter new quick commerce brands or products through Meta platforms such as Facebook and Instagram. This trend highlights the significance of social media in brand discovery and purchasing decisions, particularly in under-served tier-2 and tier-3 cities.

The rise of quick commerce has been substantial, particularly among younger demographics like Gen Z. The report reveals that 87% of Gen Z respondents discovered new products via Meta platforms, demonstrating the platform’s influence in driving engagement and fostering consumer preferences. This shift is complemented by an increasing number of influencers playing key roles in consumer decision-making, further amplifying brand visibility.

The Role of Meta Platforms in Quick Commerce

Meta’s findings show that personalized recommendations powered by artificial intelligence (AI) are changing the way consumers interact with brands. This technology tailors the shopping experience to fit individual preferences, enhancing discoverability and accessibility to consumers. Arun Srinivas, director and head of ads business in India for Meta, notes that AI plays an integral part in creating seamless and engaging shopping experiences.

Quick commerce services have become a daily necessity, as reflected in the study’s insights. Nine out of ten respondents are familiar with quick commerce services, and approximately 50% reported using them in the last week alone. Such statistics indicate a rapid integration of quick commerce into everyday life, breaking the barriers of traditional shopping habits.

Furthermore, the study indicates that while groceries and personal care products dominate quick commerce, there is a notable uptick in niche categories such as beauty, health, and wellness products. This diversity suggests that consumers are not just looking for convenience but are also open to exploring specialized products through online channels.

Growing Importance of Influencers

Influencer marketing has emerged as a potent tool for brand visibility and recommendation. The report reveals that over one-third of users discovered new products through influencers or creators. Additionally, 30% of participants acknowledged purchasing items based on influencer recommendations. This data underscores the critical role influencers play in shaping consumer behavior, particularly in the age of digital engagement.

The impact of social media extends beyond discovery. The report also highlights that social media acts as a primary channel for shoppers in tier-2 and tier-3 cities to find new brands. An impressive 68% of respondents reported discovering new products through social media, illustrating how integral these platforms have become for marketing strategies. Notably, respondents indicated that 59% of their discoveries came from Reels, and 57% from influencer content.

Messaging Apps: A New Sales Channel

In addition to social media, messaging platforms are increasingly becoming vital for purchasing decisions. The study reports that 55% of respondents used messaging apps for purchases within the last year. WhatsApp, in particular, is the most widely used channel for facilitating these sales, with 95% of users having utilized it during their buying journey. This trend indicates that messaging apps are not merely communication tools but are evolving into essential e-commerce platforms.

Insights into Tier-2 and Tier-3 Markets

The shift towards online shopping in tier-2 and tier-3 markets presents new opportunities for brands targeting these demographics. The study showed that categories such as fashion, food, beauty, and electronics are leading the charge in online purchases in these areas. However, even in categories like jewellery and home furnishings, online purchases are becoming comparable to offline sales.

Different consumer behaviors observed in these markets illustrate a significant shift in how shopping is perceived. The convenience of quick commerce solutions is drawing new customers who may have hesitated to engage in e-commerce before. Brands need to adapt to these evolving preferences, focusing on strategies that cater to the distinct needs of these consumers.

Conclusion

The evolution of quick commerce in conjunction with the emergence of Meta platforms as primary discovery channels showcases a pivotal moment in the world of e-commerce in India. Brands need to harness AI-powered personalization, influencer partnerships, and the utility of messaging platforms to thrive in this environment. As consumer preferences shift, especially among younger generations, understanding and adapting to these trends will be paramount for any brand aiming to stay relevant in this competitive landscape.

As we look ahead, the integration of social media and e-commerce will continue to shape the buying landscape, offering brands uncharted territories to explore and engage with their target audiences.