Quick Commerce is Changing the Game for Retail Advertising

As more brands look for alternatives to traditional digital ads, quick commerce is stepping up.

By Sue Azari

Quick commerce – the fast delivery of groceries, meals, and everyday items – is more than just a convenience trend. It is becoming a powerful tool for digital advertising. With access to real-time shopping data and highly engaged customers, quick commerce platforms are turning into full-scale advertising networks.

For UK business owners, especially those in retail, food, or Fast-Moving Consumer Goods (FMCG), this presents a new way to reach customers with relevant, high-performing ads at the exact moment they’re ready to buy.

From Delivery App to Ad Platform

Apps like Uber Eats, DoorDash, and Instacart started by helping customers get what they need fast. But they have evolved into so much more. These platforms collect valuable data from millions of transactions. That data – what people buy, when, and how often – helps brands deliver ads that truly convert.

Unlike traditional retailers, quick commerce platforms do not manage inventory or own products. Instead, they connect buyers and sellers. That means their advertising model is leaner and more profitable, allowing them to offer better insights and targeting tools for advertisers.

Why Retail Media Budgets Are Shifting

Retail media – ads placed where people shop – used to be the domain of big supermarkets or online giants like Amazon. But that is changing fast.

Quick commerce is becoming a new channel for ad spend. In fact, off-site retail media (ads shown outside the shopping app or site) is expected to hit £21 billion globally by 2028.

These platforms offer unique advantages:

Real-time targeting: Show ads while someone’s actively shopping.
High purchase intent: Unlike social media or display ads, these users are ready to buy.
Better margins: Ad revenue isn’t tied to product sales, so it's more scalable.

Advertising Moves Beyond the App

Some platforms are going even further. Instacart, for example, is testing smart carts and digital shelf ads in physical stores. This lets brands bring the benefits of online ads into real-world shopping.

Quick commerce is also expanding into Connected TV (CTV) and publisher partnerships too. That means you can target past shoppers with ads while they’re watching shows or browsing websites.

Takeaway for marketers: Ask your media buyer or agency about off-site retail media options. You may be able to reach your audience on TV or news sites, not just in apps.

Smarter Measurement, Without Cookies

A big advantage of advertising with quick commerce platforms is closed-loop measurement. You can see exactly how many people saw your ad and then made a purchase – no guesswork.

With third-party cookies on the way out, more brands are turning to Media Mix Modelling (MMM) and first-party data. Quick commerce platforms already collect and use this kind of data, making them well-suited for a privacy-first future.

If you're concerned about ad measurement changes or privacy rules, explore platforms that offer built-in attribution tools. This helps you stay compliant while still measuring success.

Local Targeting, Real Results

Quick commerce works at a local level. That means brands can tailor ads based on the neighbourhood, time of day, or even the weather. A local restaurant, for example, could promote hot soup on a cold day – or ice cream during a heatwave.

Take advantage of geo-targeting. Tailor your ads to what is happening in your area. Many platforms now let you promote offers by postcode or delivery zone.

Looking Ahead

As more brands look for alternatives to traditional digital ads, quick commerce is stepping up. Platforms that invest in AI targeting and real-time insights will lead the way – and the businesses that get on board early will benefit most.

Quick commerce is no longer just about fast delivery. It is a new type of retail media that helps brands connect with buyers at the perfect moment.

Final tip: Whether you’re a small food brand, a local shop, or a growing eCommerce retailer, don’t overlook the marketing potential of delivery apps. What started as logistics is now a major advertising opportunity.

About the author

Sue Azari is Industry Lead, e-Commerce at AppsFlyer. AppsFlyer enables companies of all sizes and across every industry to make better product and marketing decisions and preserve customer privacy.