A new wave of quick commerce companies is making significant inroads into India’s $14 billion advertising market, challenging the dominance of established digital giants like Google and Meta. Originally focused on delivering groceries in under ten minutes, these firms are now leveraging their substantial consumer data to transform into formidable advertising platforms. This strategic pivot is reshaping how advertisers allocate their budgets, with quick commerce platforms offering real-time, contextually targeted ad solutions.
Revolutionizing Advertising with Real-Time Data
Quick commerce platforms specialize in delivering ads precisely at the moment of purchase or shortly thereafter, capitalizing on the intent, identity, and timing that drive effective marketing. “Advertising has always depended on intent, identity, and timing,” said Vivek Bhargava, co-founder of consumr.ai. “Google captured intent, Meta refined identity targeting, and now quick commerce is delivering real-time context at the moment of purchase.”
From Novelty to Necessity
What was once seen as an experimental marketing strategy has quickly become a staple in media planning. Pranav Agarwal, co-founder of SW Network, emphasizes that quick commerce platforms offer critical insights into consumer buying patterns, such as what, when, and how often they purchase. This detailed data is invaluable for brands looking to execute precise, performance-driven campaigns.
Rishabh Mahendru, vice president at AdLift, highlights that platforms like Zepto are utilizing their in-house creative teams to produce campaigns with fast turnaround times. These campaigns are tailored to hyperlocal audiences and are optimized through first-party data, providing an edge in reaching target demographics effectively.
Attracting Diverse Advertisers
Advertisers are increasingly drawn to quick commerce platforms, especially for campaigns with high-intent and hyperlocal focus. FMCG brands, personal care labels, and direct-to-consumer startups are particularly interested, seeing tangible benefits in visibility and sales. Companies like Slurrp Farm and Farmley have reportedly experienced significant gains through these channels.
Beyond Distribution: A Brand-Building Platform
Zepto, a leader in the quick commerce space, is evolving beyond its role as a mere distribution channel. “Quick commerce is no longer just about deliveries; it’s a full-fledged brand-building platform,” said Chandan Mendiratta, Zepto’s chief brand and culture officer. Advertisers are reallocating budgets from traditional digital media to platforms that offer speed, precision, and measurable ROI.
Zepto’s ad products, which include sponsored listings and full category takeovers, can be launched within 48 hours. These offerings come with features like dynamic geo-targeting and built-in A/B testing, promising strong monetization growth and a significant share of India’s ₹5,000 crore retail media market by 2025.
Competing with Big Tech
Despite their rapid rise, quick commerce platforms face stiff competition from tech giants like Google and Meta, known for their scale and advanced AI capabilities. Meta, for instance, enables businesses to manage multiple ads simultaneously, benefiting from years of infrastructure investment and global reach. However, the gap is closing as quick commerce platforms offer a unique value proposition with real-time, context-aware advertising experiences.
Sushant Sadamate, co-founder of Buzzlab, notes that e-commerce giants like Amazon and ride-hailing services such as Uber have long valued the combination of audience data and creative execution. “The real question isn’t Meta versus Zepto,” Sadamate said. “It’s about who can offer brands a real-time, context-aware, outcome-driven advertising experience. That’s where the market is headed.”
Looking Ahead
Currently, the advertising revenue generated by quick commerce platforms is estimated at approximately ₹3,000 crore, with projections to exceed ₹5,000 crore by the end of 2025. In comparison, leading e-commerce platforms like Amazon and Flipkart collectively reported advertising revenue of over ₹11,500 crore in the fiscal year 2023–24.
As the advertising landscape continues to evolve, platforms closer to the transaction moment, capable of generating valuable insights, will become increasingly attractive to advertisers. Quick commerce firms, with their ability to marry real-time consumer data with creative execution, are well-positioned to play a pivotal role in this transformation.
Note: This article is inspired by content from https://www.storyboard18.com/advertising/experimental-to-essential-how-q-comm-firms-carve-bigger-pie-of-ads-market-68611.htm. It has been rephrased for originality. Images are credited to the original source.