WPP Media India flags zero-click, agent-led shopping as commerce's next disruption

WPP Media India commerce head Sairam Ranganathan argues AI-driven discovery and agentic shopping will reshape Indian commerce, pushing brands to optimize for quick commerce, retail media, and connected commerce while broadening how growth is measured.

— Source publishedTue, 30 Jun, 2026, 08:54 IST·First seen Tue, 30 Jun, 2026, 10:06 IST·Source ET Brand Equity

What happened

WPP Media India's commerce head Sairam Ranganathan discusses zero-click and agent-led shopping reshaping Indian commerce, quick commerce dynamics, connected

Why this matters

Watch for M&A and partnership opportunities in AI discovery, retail media networks, and quick-commerce infrastructure as brands scramble to stay visible in an agent-mediated buying landscape.

What to watch

  • Major retailers/marketplaces launching agentic checkout or AI shopping assistants in India
  • Quick-commerce players opening or expanding retail media ad inventory
  • Google/OpenAI/Amazon agent commerce rails reaching Indian payment integration
  • First brands publicly reporting zero-click attributed sales
  • Agency adoption of share-of-model-recommendation KPIs in client RFPs
  • Audit and structure product feeds (price, stock, reviews, attributes) for machine readability and LLM ingestion
  • Reallocate test budget toward quick-commerce retail media and connected-commerce placements
  • Build incrementality and share-of-recommendation measurement pilots alongside legacy attribution
  • Negotiate first-party data partnerships with quick-commerce and marketplace platforms
  • Run agent-shopping simulations to see how brand surfaces in AI-driven discovery

Also reported by