WPP India, in partnership with Meta, has released a new CPAS Playbook that maps how quick commerce is reshaping consumer behaviour across categories. The report shows that quick commerce now accounts for 45% of festive purchases and nearly two-thirds of online grocery orders, with adoption rising fastest in smaller cities at 8–9% annually.

Built using consumer insights, brand performance data, retailer inputs and Meta platform signals, the Playbook outlines how discovery-led shopping is collapsing the distance between inspiration and purchase.

Shift from planned buying to instant purchases

According to the study, 91% of internet users are aware of quick commerce services, and more than half used them in the week before the survey. While grocery remains the largest driver, categories suc

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