A recent study commissioned by Meta has revealed that nearly 91% of internet users in India are aware of quick commerce platforms, indicating a widespread awareness of these services.
The study, which surveyed over 2,500 internet users between 16 and 64 years of age across India, found that the majority of active users are using these platforms on a weekly basis.
Grocery, personal care leads the segment on Q-comm
Reportedly, Gen Z is leading the adoption of quick commerce, with 87% of Gen Z respondents saying that they have discovered new products or brands via Meta platforms. Grocery and personal care products have the highest association with Quick Commerce Services, but there is also an increasing adoption of more niche categories such as hair care, skincare, and health and wellness.
Almost 57% of quick commerce users are spending more on high-demand categories like groceries, personal care items, and food delivery. Gen Z users are leading the adoption of niche categories such as wellness, sportswear, and pet supplies. “With 67% of non-awares/non-users expressing interest in using QCS in the future, Meta is well-positioned to promote QCS to these groups,” said Arun Srinivas, Director and Head (India), Ads Business, Meta.
Two Key takeaways from Meta study on Q-comm
Meanwhile, the study also found that nearly 86% of respondents said they discover new Quick Commerce brands or products via Meta platforms, which are enabled and powered by AI. Meta platforms drive higher conversion rates, having the highest click-through and purchase rates across its channels. “As we exit 2024, the two key trends that stand out in the e-commerce space are around the rise of Quick Commerce and the continued acceleration of online shopping in tier-2 and tier-3 markets,” added Srinivas.
Additionally, the study also noted that social media is the top channel for shoppers in tier-2 and tier-3 markets to find new products or brands. Nearly 30% of respondents said they have purchased a product on a quick commerce platform recommended by an influencer. Fashion, food, beauty, and mobiles are the top categories purchased online in tier-2 and tier-3 towns.
