The End Of The ROAS Era In D2C?

For over a decade, the D2C playbook was built on a simple premise: buy attention on Meta and Google, acquire customers at scale, and optimise using clear performance metrics such as return on ad spend (ROAS). However, with rising customer acquisition costs and fragmented attention across creators, marketplaces and quick-commerce apps, this marketing model has started to fray. While Indian brands have not yet started treating AI assistants as an advertising channel, it is just a matter of time be