59% users discovered new products on quick commerce platforms via reels and influencers: Meta Study

Commissioned by Meta, the GWI Quick Commerce study was conducted with more than 2,500 users between 16 and 64 years of age across the country. It noted that nine out of 10 respondents claimed that they are aware of quick commerce services and that half of them have used them in the last week, indicating that these solutions have become part of their everyday lives.

The study also claims that while grocery and personal care products are the most popular products on quick commerce services, categories like hair care, skincare and health and wellness are catching up quickly.

In tier 2 and tier 3 towns, Meta noted that fashion, food, beauty and mobile are the top categories, with other categories like accessories, electronics, home furnishings and other segments.

According to the study, about 86 per cent of respondents say that they discovered new quick commerce brands or products via Meta platforms and that these products usually have the highest click-through and purchase rates.

Meta says social media is the most popular way for shoppers, with 59 per cent of users saying they discovered new products through reels and influencers. On further analysis, the study noted that 55 per cent who used messaging platforms to purchase a product in the last year, almost 77 per cent completed their purchase using WhatsApp.

As it turns out, influencers are also playing an important role when it comes to decision-making. The study suggests that more than 33 per cent of respondents discovered products from new brands via influencer recommendations. When it comes to Gen Z, almost 87 per cent say they came across new platforms using Meta platforms. It was also noted that the generation makes most purchases in categories like wellness, sportswear and pet supplies.