India’s quick commerce sector recorded a significant milestone in 2024, accounting for more than two-thirds of all e-grocery orders, according to a new report by Bain & Company and Flipkart. The segment’s gross merchandise value surged to $6–7 billion—five times higher than its market share in 2022—demonstrating rapid adoption among Indian consumers.
Platforms offering near-instant deliveries, such as Blinkit, Flipkart Minutes, and BB Now, are reshaping online retail by fulfilling daily grocery needs within minutes. The sector contributed around 10 per cent of overall e-grocery spending in 2024, indicating its growing role in the consumer economy.
Outlook Strong, But Profitability a Concern
The report forecasts that quick commerce will maintain over 40 per cent annual growth until 2030, driven by geographic expansion and entry into new product categories. With over 20 million annual shoppers and more than 400,000 jobs created, the sector has become a major player in the broader e-retail market.
However, sustaining this growth could be challenging. Companies may struggle to extend their services profitably into smaller cities and towns where delivery costs are higher and consumer behaviour differs. Bain and Flipkart highlighted the need for players to evolve business models, optimise logistics, and manage competition from established e-commerce giants.
New Entrants Crowd the Market
Quick commerce’s booming appeal has drawn several new players, including Flipkart Minutes, Myntra’s M-now, BigBasket’s BB Now, and Amazon’s Tez. These platforms are increasingly experimenting with rapid delivery formats as demand for convenience and instant gratification grows.
Also read: India’s E-Retail Market to Hit $190B by 2030
Despite this expansion, concerns about the long-term sustainability of the model are emerging. Some industry observers, including Blume Ventures and TVS Capital Funds, have expressed doubts about the sector’s scalability beyond urban centres and questioned the financial feasibility of 10-minute delivery models.
What Lies Ahead
While the future of quick commerce remains a subject of debate, its current trajectory underscores a dramatic shift in how Indian consumers shop for everyday essentials. As delivery ecosystems mature and companies fine-tune operations, the coming years will determine whether quick commerce solidifies its position or fades as a fleeting trend in India’s dynamic retail landscape.
