The emergence of quick commerce and the acceleration of online purchasing in India’s Tier-2 and Tier-3 towns are two significant factors that Meta has identified as changing the country’s online buying scene.
The two studies demonstrate the ways in which tailored suggestions, discovery, creators, and messaging are simplifying online shopping, particularly on quick commerce platforms.
The studies highlight the ways in which AI-powered personalisation, discovery, creators, and messaging are making online shopping platforms and rapid commerce easier for consumers to find and use. This allows brands to create more impactful, seamless, and engaging shopping experiences that meet the changing preferences of their customers.
More than 2500 internet users in India between the ages of 16 and 64 participated in the Meta-commissioned GWI Study on quick commerce.
As evidence of how quick commerce services have ingrained themselves into customers’ daily lives, nine out of ten respondents claimed to be aware of them, and half reported using them in the previous week.
Nearly 86 per cent of respondents stated that they use AI-enabled and powered Meta platforms to find new quick commerce companies or products.
Influencers are crucial in helping consumers make decisions, especially when it comes to increasing brand awareness and creating positive opinions. Thirty per cent of respondents had bought a product that an influencer recommended, and over a third have found new companies or items through influencers or creators.
Fashion is among the top categories that has been purchased online in Tier-2 and 3 cities. With 87 per cent of Gen Z respondents stating that they have found new brands or products through Meta platforms, the study also demonstrated that Gen Z is spearheading the development of fast commerce. Additionally, Gen Z is driving the uptake of specialised markets including pet supplies, wellness, and athletics.
The best way for consumers to discover new companies or items is through social media. Sixty-eight per cent of respondents from Tier-2 and Tier-3 cities claim to have learnt about products through social media.
