Every time you look to source your daily consumables from a quick commerce platform, you are offered a host of choices – some are cheaper, while others throw up lucrative combos – and you often end up trying out one of those options, instead of your regular brand.

You are tempted yet again by combo offers and attractive products at affordable rates as you move to check out. The result: You top up your cart with stuff that was not even on your mind when you had logged in.

If brands can be woven into film scripts, then why can’t they be whisked into the quick commerce marketplaces? Impulse is the name of the game, after all.

This subtle form of marketing or advertising goes beyond the usual route of sponsored ads, banners and videos that are listed on these apps. D2C brands and legacy companies rushed in when they spotted the opportunity in quick commerce, going slow on conventional digital media channels like Google and Meta.

Quick commerce platforms like Instamart, Blinkit and Zepto responded immediately, thrashing out a suite of advertising packages ranging from INR 2-9 lakh for three months to increase visibility for the advertisers, according to media reports.

The strategy is to let a brand onboard various SKUs on a quick commerce platform under a package. The payment is adjusted with the advertisements run for a fixed tenure.

Industry stakeholders believe these apps, known for their fast delivery format, have turned into hotspots for targeted advertising, capitalising on a massive captive audience primed for purchases.

This growing trend has in fact positioned quick commerce as a formidable competitor to traditional digital advertising giants like Meta (Facebook and Instagram) and Google, where escalating cost-per-click (CPC) rates are prompting brands to seek more efficient alternatives.

Does Qcom Deliver Quick Results?

The number of people scrolling through quick commerce platforms for their daily supplies of groceries, snacks, and essentials is expected to reach 65 Mn by 2030. For D2C brands and advertisers, this throws up a huge opportunity to boost precision marketing.

The brands follow a natural course along the quick commerce turf to target the consumer segments where clicks and purchases are more likely compared to that in generic digital platforms.

“I think Amazon showed the way when it comes to marketing on ecommerce platforms and they now have a robust advertising business in India. Quick commerce platforms followed naturally. Here, brands can harness first-party data in a closed-loop system to deliver more relevant options, averting a broader coverage in digital advertising,” said........

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