The quick commerce race in India intensifies as biggies Amazon and Flipkart scale up their instant delivery services, Amazon Now and Flipkart Minutes, respectively. The expansion could heighten the competition in a market currently led by players such as Zomato, Swiggy, Zepto and Big Basket among others.
Amazon today announced its plans to scale Amazon Now to customers in more than 300 cities across the country, while Flipkart Minutes, the quick commerce offering from Flipkart, has scaled to1,000 micro fulfilment centers across 130 cities in under two years after the launch of the service in August 2024, as per the company.
Booming space
According to Amazon, Amazon Now has become the fastest-growing ecommerce business unit in Amazon India’s history with orders having doubled every quarter since launch.
Samir Kumar, Country Manager, Amazon India, noted that the offering is seeing great response from customers, especially Prime members who, according to him, triple their shopping frequency once they start using Amazon Now.
Flipkart Minutes has reportedly grown 5X since the network expansion, driven by Gen Z consumers and high growth in tier 2 and tier 2 markets.
“Reaching 1,000 micro fulfilment centres is an important milestone in our journey, but more importantly, it reflects how consumer adoption of quick commerce is evolving across India,” said Hemant Badri, SVP and Head, Supply Chain, AI Transformation, New Business, Customer Experience and ReCommerce, Flipkart Group.
As per Flipkart, over the past year, its quick commerce service expanded into more than 90 new cities, with Tier 2 and Tier 3 markets recording a 42X growth as compared to last year.
“Customers are not just ordering more; they are ordering differently. Average order value of fruits and vegetables increased by 30%, repeat purchases are up, and demand is spreading well beyond grocery into electronics, beauty, wellness, and lifestyle,” said Kunal Gupta, SVP, Head of Flipkart Minutes.
Gen Z has emerged as Flipkart Minutes’ fastest-growing cohort and contributes to 40%+ of the overall customer base, buying across daily essentials and new categories with high frequency.
Published – June 24, 2026 01:08 pm IST
