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Quick commerce is turning search, homepage and checkout into paid media, but brands doubt ad incrementality
Akshayakalpa Organic gets approximately 40% of its revenue from quick-commerce, with an average order value of around ₹1,100. Brands say q-commerce search, homepage, thumbnails and checkout nudges are becoming paid media inventory, while incrementality of ad spend remains unproven.
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Channel facts
Figures from exchange4media
| Akshayakalpa regular customer average order value: | under ₹600 |
|---|---|
| Call Me Chunky orders between 7 pm and 11 pm: | 53% |
| Call Me Chunky average order value: | about ₹240 |
| SMOOR revenue contributed by gifting: | nearly 30% |
| Akshayakalpa revenue via modern retail: | 20% |
What it means for online and offline
Treat q-commerce search, homepage, thumbnail and checkout placements as paid media and run holdout tests before scaling spend, because the channel's value is clear (Akshayakalpa's average order value is around ₹1,100 versus under ₹600 for regular customers) but the incrementality of ads is unproven.
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