Meta has introduced a comprehensive suite of advanced advertising tools designed to drive the next phase of growth for India’s rapidly evolving e-commerce and retail sectors. These innovations, announced during the Meta Marketing Summit – E-commerce Edition held in Mumbai and Bengaluru, aim to empower brands with AI-enhanced capabilities, creator-led strategies, and omnichannel engagement models that bridge the gap between digital discovery and in-store purchases.
As India’s e-commerce ecosystem experiences a pivotal transformation—driven by the proliferation of Quick Commerce platforms and growing internet penetration across tier-2 and tier-3 cities—Meta’s latest offerings are positioned to help businesses adapt and thrive in this dynamic environment.
“We are witnessing a material shift in how commerce is conducted in India,” said Meghna Apparao, Director of E-commerce and Retail at Meta India. “More offline retail brands are moving online, Quick Commerce continues to scale rapidly, and shopping behaviour in smaller cities is evolving at an accelerated pace.”
At the core of Meta’s new advertising solutions is the Omnichannel Ads feature, which allows businesses to connect digital shoppers with nearby physical stores offering in-stock products and active discounts. Early campaigns using this format have demonstrated strong results, with a 15% reduction in cost per acquisition and a 12% increase in return on ad spend (ROAS).
Leading brands are already seeing tangible benefits. Tata Group’s ethnic wear label, Taneira, reported impressive performance metrics during its pilot campaign with Meta. “We observed a 3.5x increase in purchase conversions and a 4.3x boost in ROAS compared to campaigns optimized purely for online purchases,” said Aishwarya Omprakash, Head of Marketing at Taneira. “This underscores the value of a multi-touchpoint strategy in today’s retail environment.”
Quick commerce startup Zepto leveraged Meta’s Partnership Ads and creator-led campaigns to amplify its 10-minute delivery proposition. The strategy yielded an 18% lower customer acquisition cost and a 33% increase in click-through rate compared to business-as-usual (BAU) campaigns. Additionally, Meta’s Advantage+ Catalog Ads enabled Zepto to highlight seasonal items while allowing AI to recommend complementary products—delivering an average 14% lift in ROAS.
Meta is also doubling down on Generative AI (GenAI) capabilities. New features under testing include virtual try-ons, AI-generated product imagery, and automated copywriting tools—all aimed at enhancing product presentation and campaign effectiveness. Early adopters like Big Basket have reported encouraging outcomes.
“We are committed to staying ahead of the curve with innovative marketing strategies,” said Anand Bhaskaran, Head of Digital Marketing and Marketing Communications at Big Basket. “GenAI-powered catalog ads have shown strong promise in improving campaign efficiency and performance.”
As Meta continues to expand its marketing technology suite, these developments signal a strategic push to help Indian retailers and e-commerce players unlock new growth opportunities—especially in regions beyond traditional urban strongholds.
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