India’s quick commerce sector has exploded in the last two years, now accounting for over two-thirds of all e-grocery orders and reaching a market size of $6-7 billion, according to a report by Bain & Company and Flipkart. That’s a nearly fivefold increase since 2022, signaling how deeply Indian consumers have embraced instant deliveries.
From Groceries to Gadgets: Quick Commerce Becomes a Retail Powerhouse
Platforms like Blinkit, Zepto, and Swiggy Instamart aren’t just limited to grocery deliveries anymore. The report highlights that 15-20% of the sector’s Gross Merchandise Value (GMV) now comes from categories like electronics, apparel, and general merchandise, showing how consumers are using these platforms beyond just daily essentials.
This sector isn’t just growing—it’s reshaping India’s e-commerce landscape, now contributing to one-tenth of total e-retail spending in 2024. With 20 million active online shoppers and over 400,000 gig workers, it has become a major force in India’s digital economy.
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Challenges Ahead: Can Quick Commerce Expand Beyond Major Cities?
Despite its meteoric rise, quick commerce still relies heavily on India’s top six metros, which generate the majority of its sales. Expanding into smaller cities remains a challenge due to supply chain complexities and lower population density.
The report suggests that for long-term profitability, platforms must optimize their logistics, improve profit margins, and rethink their business models to work in non-metro areas.
New Players Enter the Race, but Is the Growth Sustainable?
The rapid rise of quick commerce has attracted new entrants like Flipkart Minutes, Myntra’s M-Now, BigBasket’s BB Now, and Amazon Tez, all looking to challenge Blinkit and Zepto.
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But some analysts remain skeptical about whether the sector can maintain its pace. A report by Blume Ventures warns that while demand is soaring, profitability remains a major hurdle, and unit economics may not support long-term sustainability.
As competition intensifies and companies race to scale, the big question remains: Will quick commerce remain a long-term success, or is it a bubble waiting to burst?
