Meta has launched omnichannel ads as part of its offerings for advertisers, enabling them to showcase ads that highlight nearby product locations for people most likely to shop in-store. These ads are among the new tools introduced by the platform to drive growth and improve performance for e-commerce and retail businesses.

Meta is expanding access to omnichannel ads to more advertisers, incorporating features that guide shoppers to the nearest store with products in stock and surface discounts to encourage in-store visits.

Initial testing showed that advertisers using omnichannel ads experienced a 15 per cent lower media omnichannel Cost Per Action (CPA) and a 12 per cent higher media Return on Ad Spend (ROAS) compared to their usual campaigns.

According to Aishwarya Omprakash, Head of Marketing at Taneira, “In our pilot campaign utilising Meta’s omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher ROAS compared to campaigns optimised solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we’re excited to take this experiment further in the coming year.”

Other AI-powered tools set to be introduced in the coming months include Partnership ads and AI-powered Advantage+ catalogue ads.

Regarding the new tools, Meghna Apparao, Director of E-commerce and Retail Vertical at Meta India, said, “E-commerce and retail are witnessing a material shift in India, driven by more offline retail brands reaching customers online, the rapid growth of quick commerce, and the accelerating trend of online shopping in tier-2 and tier-3 markets.”

Published on April 3, 2025