Meta’s new CPAS Playbook, developed with WPP India, outlines how brands in India are using Collaborative Ads to link product discovery on social platforms with purchases on quick commerce apps. The report highlights a shift in consumer behaviour, where many shoppers move from browsing to checkout within the same session. With quick commerce now contributing a large share of online grocery orders, adoption is also increasing in smaller cities, growing at around 8–9% each year.
The Playbook notes that categories such as fashion accessories, beauty items, and kitchen essentials are gaining traction on quick commerce platforms. It also points out that unplanned purchases are becoming more common, with shoppers often responding to inspiration they encounter online before completing a transaction on retailer apps.
Collaborative Ads allow brands to use retailer catalogues and sales signals to reach audiences that have shown interest or intent. Case studies from Coca-Cola and Britannia demonstrate how brands have applied catalogue-linked targeting, real-time optimisation, and dynamic product listings to improve return on ad spend and reduce acquisition costs.
The Playbook positions CPAS as a framework that connects awareness, consideration, and conversion within a single, measurable journey, aiming to help brands navigate India’s evolving retail and quick commerce landscape.
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