Meta's CPAS Drives 39% ROAS Boost in India's Quick Commerce Surge – The Tech Buzz

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Meta's CPAS Drives 39% ROAS Boost in India's Quick Commerce Surge
Meta launches CPAS Playbook with WPP, showing 45% cost cuts for brands like Coca-Cola
PUBLISHED: Fri, Dec 5, 2025, 10:36 AM UTC | UPDATED: Thu, Jan 22, 2026, 3:47 PM UTC
4 mins read
Meta launches CPAS Playbook with WPP for India's quick commerce market worth ₹40+ crore monthly in fashion alone
Coca-Cola achieved 39% ROAS improvement and 40% lower acquisition costs using retailer-linked signals
Quick commerce now drives two-thirds of India's online grocery orders with 91% consumer awareness
Platform compresses purchase journey from inspiration to checkout within single sessions
Meta just dropped a playbook that's reshaping how brands sell in India's exploding quick commerce market. The company's Collaborative Ads platform is delivering massive wins – Coca-Cola saw 39% better returns while Britannia cut costs by 45%. With quick commerce now capturing nearly two-thirds of India's online grocery orders, this isn't just advertising evolution – it's commerce revolution in real-time.
Meta is betting big on India's quick commerce explosion, and the early numbers suggest they're onto something massive. The social media giant just unveiled its CPAS Playbook for Retail & Quick Commerce in partnership with WPP Media, targeting a market that's fundamentally changed how Indians shop.
The timing couldn't be better. Quick commerce now accounts for nearly two-thirds of India's online grocery orders, with smaller cities driving 8-9% annual growth. Fashion accessories and bags alone have crossed ₹40 crore per month, more than doubling in just six months. "India is at the forefront of a global shift where discovery and commerce are converging in real time," Gaurav Jeet Singh, Director of Agencies and VC Partnerships at Meta India, told the Meta Newsroom.
The proof is in the performance metrics. Coca-Cola used Meta's Collaborative Ads (CPAS) to optimize its sugar-free portfolio, achieving a 39% improvement in return on ad spend while conversion rates jumped 2.5x compared to broad-based audiences. The high-intent targeting also delivered 40% lower acquisition costs, according to the company's internal data.
Britannia went even deeper, implementing a full-funnel CPAS strategy across platforms like Blinkit, Swiggy, and Zepto. The results were striking – a 45% reduction in Cost Per Purchase quarter-on-quarter, with ROAS improving from 0.6 to 1.0. Some campaigns delivered up to 5x ROAS with 60% lower CPP, showing how real-time retailer data sync can transform advertising efficiency.
The shift represents more than incremental improvement. "The meteoric rise of quick commerce has compressed the purchase journey like never before," Ashwin Padmanabhan, COO of South Asia at WPP Media, explained to the Meta Newsroom. "We're already seeing ROAS as high as 2x in certain categories."
What makes CPAS different is its integration of discovery and conversion. Brands can use retailer catalogs to promote products directly within Facebook and Instagram ads, driving shoppers straight to retailer apps. The platform leverages Meta's discovery ecosystem combined with retailer commerce data to reach consumers at the exact moment demand forms.
The consumer behavior data backs up the strategy. With 91% of internet users now aware of quick commerce services and more than half using them weekly, the market has reached critical mass. Perhaps more telling, 75% of shoppers report making more unplanned purchases, with consumer journeys increasingly moving from inspiration on Meta platforms to checkout on retailer apps within the same session.
Categories beyond grocery are accelerating fast. Kitchen essentials, health products, and household items show strong growth potential, while beauty and fashion have already proven their quick commerce viability. The playbook identifies these as underleveraged opportunities for brands looking to expand beyond traditional grocery-focused campaigns.
"India's commerce landscape is undergoing its most significant transformation, shifting from a linear path to purchase to an instant, intent-driven ecosystem," Prasanth Kumar, CEO of South Asia at WPP Media, said during the playbook launch. The CPAS framework provides brands with "a clear blueprint to seamlessly connect brand-building with conversion."
The broader implications extend beyond India. As quick commerce models expand globally, Meta's approach of connecting social discovery with instant purchase could become the template for commerce advertising worldwide. The 24% year-over-year improvement in ROAS across Collaborative Ads suggests the platform is gaining serious traction with advertisers seeking measurable returns.
For retailers and brands, the message is clear – the purchase journey has fundamentally compressed, and advertising strategies need to adapt accordingly. CPAS represents Meta's answer to this shift, offering co-branded, catalog-powered campaigns that optimize for real sales rather than just engagement metrics.
Meta's CPAS platform isn't just riding India's quick commerce wave – it's helping brands surf it with precision. The combination of social discovery and instant purchase represents a fundamental shift in how commerce advertising works. As consumer behavior compresses from inspiration to checkout within single sessions, platforms that can bridge that gap effectively will own the future of retail advertising. For brands still thinking in terms of traditional funnel metrics, the early CPAS results suggest it's time to rethink everything about how discovery converts to sales.

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