Amidst the chaos of my busy work schedule, I completely forgot about Diwali—until I walked into the office and was greeted by a sea of vibrant colours and cheerful colleagues, all dressed to the nines! I thought my Diwali party was ruined, but then Zepto came to my rescue! Finding a festive kurta at the last minute without going through the hassle of visiting a store, and all it took was an app! It truly felt like I was a wizard and my smartphone - my magic wand! This is the new reality of shopping in India, where quick commerce has revolutionised convenience.
India’s journey into the world of quick grocery deliveries began modestly in late 2013, but it was the COVID-19 pandemic that truly catapulted it into the mainstream. Brands like Blinkit, Zepto, and Swiggy Instamart truly broke the glass ceiling, or in this case the cardboard packaging, going beyond groceries to deliver a wide range of products, giving e-commerce platforms a run for their businesses! Quick commerce platforms are now delivering even the latest iPhones and Playstations in less time than it takes to watch half an episode of F.R.I.E.N.D.S!
According to Statista, the quick-commerce (q-comm) market in India is expected to generate $3.35 billion in revenue in 2024. While the growth of q-comm platforms has been a boon for consumers, it may not be perceived as kindly by e-commerce platforms. Giants like Amazon and Flipkart had a sense of duopoly when it came to high-value products like gadgets, luxury perfumes, and even small furniture. But, with the pivot of Quick-commerce platforms from snacks to smartphones, there could be an intercategory competition brewing.
Fastest Finger First
In this world where everything is easily accessible, the key differentiator is always speed! When the product catalogues of e-commerce and quick-commerce started to overlap, staying true to its name, quick-commerce overtook its competitors with speed! Although e-commerce offers a broader selection across various price points, their delivery time ranges from one day to one week. Meanwhile, quick commerce capitalises on the urgency and immediacy of the modern Indian, allowing it to charge a minor markup in return for its 10-minute delivery service.
Since the introduction of quick commerce platforms, consumer behaviour has shifted more towards instant gratification. So much so that during festive seasons, e-commerce platforms have had to adapt by pushing their delivery timelines to match the urgency set by quick commerce.
Jolene Fernandes, COO, Madison Media Ultra, notes that e-commerce consumers tend to make larger, less frequent purchases, while q-commerce shoppers make smaller, more frequent buys. This behavioural shift is prompting q-comm platforms to roll out special festive sales and diversify their offerings.
“Needless to say that q-comm now covers every aspect of the consumer requirement, starting from groceries to stationery to clothing and even gold, this festive season. The growth has clearly come from the change in consumer behaviour. Convenience is playing a very important role in everyone’s life and all the q-comm brands have identified this gap,” remarks Fernandes.
Jo Dikhta Hain Woh Bikta Hain
Industry experts predict that q-commerce will account for over 30% of India’s e-commerce revenue this year, doubling last year’s share of 15%. This remarkable growth underscores the intensifying efforts by brands to enhance visibility and engage consumers. However, there is still room for established players like Flipkart, as well as new entrants such as Blip. Some companies, like Ola, are even considering a return to this space. As a result, advertising expenditure in the sector is soaring.
Rohan Mehta, CEO, FCB Kinnect and FCB/SIX India, who has worked with Flipkart Minutes on several initiatives, shares, “At least for the next 15-24 months until the market gets a little saturated, I think all these companies will continue to grow together. At this moment, they are not actually competing with each other but the kirana stores, in a bid to strengthen this new category.”
Mehta acknowledges the rapid growth in the industry, noting that in 2023, the collective advertising spend of quick-commerce players was around `1,000-`1200 crore. He expects this to increase by 30-70% in the current fiscal year. Whether through the launch of targeted digital or OOH campaigns, partnerships with top celebrities, or festive-themed activations, these players are leaving no stone unturned in their quest for growth.
Similarly, Manjul Wadhwa, Founder and CEO, Anagram Media Labs and Inflyx, concurs that the collective advertising spend by these players was around `1,200 crore in 2023. He estimates that approximately `500 crore of this was attributable to Swiggy Instamart, around `300 crore to Zepto, and about `250 crore was spent by Blinkit.
Giving a rough breakdown of these spends across different mediums, Wadhwa notes, “Ad spends in the space is heavily reliant on digital channels (40%) due to their targeted reach and measurable ROI, covering social media, video platforms, search, and app promotions. Television (25%) reaches mass audiences during prime time, especially around events and festivals. Outdoor ads (15%) on billboards and transit points capture urban visibility, while influencer marketing (10%) on Instagram and YouTube reaches niche audiences authentically. Print and radio (10%) ensure local penetration, engaging audiences less active online.”
One Shoe Doesn’t Fit All
In today’s time, it’s impossible to limit your initiatives to a particular medium, which is why most of the online retail platforms are trying to extend visibility. E-commerce platforms like Amazon, Flipkart, and Myntra use highly targeted Google Ads and social media ads to promote products across categories—whether it’s fashion, electronics, or home goods. But it doesn’t stop there – as e-commerce platforms target a wide range of audiences they promote through OOH, Print, TV etc for a mass appeal.
Whereas quick commerce platforms like Zepto, Instamart, and Blinkit rely heavily on location-based targeting and app-based notifications to advertise their delivery speed. Push notifications and hyperlocal ads on Google Maps or Instagram Stories are commonly used to drive immediate conversions. Industry experts note that digital, with its extensions, remains the strongest medium for quick commerce. A major reason for this is that the audience of these platforms are largely digital-first.
Kartik Smetacek, CCO, Saatchi & Saatchi India, who has worked with Zepto on several projects, reckons that as it’s a category that thrives on high-frequency usage, often multiple times a day, making short-form, targeted video content is the most effective social media strategy. “As quick commerce targets specific users in specific geographies, digital video was and continues to be, the most efficient medium. Whether it’s announcing new categories or expansion into new markets, short-form, high-impact targeted videos get the best results,” he adds.
Mehta and other industry experts find that while up till now the communications of these brands have been more or less on the quirky and humorous side with some emotional bits, after the connection becomes stronger, brands will use different themes to captivate the audiences. When it comes to properties being used, professionals like Smetacek note that sporting properties and festivals/holidays are the main points of communication.
Talking about the strategy of the quick commerce platforms Vanita Keswani, CEO, Madison Media Sigma, shares, “Quick commerce thrives on short-form content like reels, puns, and quirky posts, with a focus on influencers, regional lingo, and festive spikes during events like Diwali, Rakhi, and Mother’s Day. By collaborating with brands, these companies turn each occasion into a memorable, sales-driving moment.”
Delving deeper into the marketing visions, Mehta shares, “Quick commerce has shifted from moment marketing to moment selling, capturing moments to drive impulse buys. It’s about understanding what a consumer needs right then—whether it’s a small item or a big-ticket purchase like an iPhone—and delivering it in 10 minutes. This approach goes beyond small cart values to meet immediate needs on demand.”
Whoever owns the audience, owns the market!
Currently, Blinkit, Zepto, and Swiggy Instamart dominate the quick-commerce space, but major players like Flipkart Minutes, Big Basket, and Ola are also eyeing a share of the market. Additionally, new entrants such as Blip Fashion, which will focus solely on delivering fashion supplies, are emerging. Experts suggest that, moving forward, it will be the variety of offerings and competitive pricing that will set these players apart.
Interestingly, while quick commerce now accounts for around 40% of online grocery sales, traditional e-commerce platforms are also making moves to capture a share of this market, with Amazon Fresh, Big Basket, and others vying for attention. Recently, Flipkart Minutes, in its launch campaign featuring chess icon Viswanathan Anand, took a playful jab at its competitors, highlighting how their use of “in minutes” taglines has unintentionally promoted Flipkart Minutes.
Providing insights on the market share of these companies, Shashank Rathore, VP - Ecommerce & Performance Marketing, Interactive Avenues, voices, “Based on third-party reports (HSBC Global Research), Blinkit has the highest share of 40% with serviceability over 30 cities, whereas Instamart enjoys 32% share and Zepto is constantly growing with approximate market share of 28%. The interesting part is Zepto is able to achieve this with only serviceability in 10-12 cities.”
Rathore adds that quick commerce has disrupted the category by focusing on convenience, with the key differentiators for consumers being delivery speed, product assortment, and out-of-stock (OOS) rates. Customer experience is also something that can notably act as a game-changer. And the way these brands respond to local nuances will also make a huge difference.
Expanding on the differentiators, Anurag Prasad, National Planning Director, Lowe Lintas, says, “The core service may not show significant consumer-facing distinctions. However, apart from speed, an equally important pillar for these brands is being hyperlocal. The ability to address needs that are unique to a specific locality or trend could create greater relevance and affinity. In the short term, discovery will be key, while in the long term, customer service and an on-time delivery record will emerge as the major differentiators.”
One cannot forget that this category is not just a contributor to the ad spends but also a recipient of it. Several brands partner with the quick commerce platforms to highlight their initiatives and to promote their products. Attesting to that, Rathore states that from an agency point of view, the share of commerce spends on quick commerce platforms from leading FMCG and Food & Beverage brands has increased to 30-40% in the last 2 years.
It Is Not Easy At The Top
While we’ve discussed the significant growth of this sector and how players are vying for attention with creative strategies—particularly through Digital Plus extensions and OOH campaigns—it’s important not to overlook the pressure the model places on delivery partners.
Sanjay Trehan, Digital & New Media Advisor, states, “Though I have mixed feelings about quick commerce, as I feel it could jeopardise the lives of its delivery partners, there is no denying that the rise of q-comm has very quickly disrupted last-mile delivery and revolutionised retail in India. According to a RedSeer report, it is projected to hit $5.5 billion by 2025.” He, however, hopes that quick commerce platforms set realistic targets for delivery, as delayed deliveries will not be the literal end of the world! Trehan asks, “Why risk the lives of the drivers?” It leaves us all pondering.
In India, quick commerce has transformed from a convenience to a fierce battleground where players vie for speed, engagement, and loyalty in an evolving digital landscape. With ad spends reaching unprecedented heights and consumer expectations growing, brands are exploring every touchpoint—from digital to OOH—to capture attention and sustain momentum. Yet, the model’s relentless demands are also sparking concerns over delivery partner welfare, urging brands to strike a balance. As q-commerce heads toward a projected $5.5 billion market in 2025, its success will hinge not only on fast delivery but also on how responsibly it navigates growth and community impact.
