Madhurendra Sinha
NEW DELHI: QUICK commerce companies, of late, have been giving established e-commerce giants like Amazon, Flipkart, and Snapdeal a serious run for their money. Key q-commerce payers like Blinkit, Instamart, and Zepto are challenging these big names, and the pressure is mounting by the day.
Once known for their express delivery services catering to customers’ daily needs such as bread, butter, milk, and other essentials, these e-commerce giants have, over the years, shifted focus towards broader categories, including electronics and premium products. This strategic shift led to a rapid expansion of their revenue.
Staggering jump
Take the case of Blinkit, the q-commerce arm of Eternal (formerly Zomato), which recorded an annual turnover of Rs 2,400 crore in FY2025, a staggering jump of 155 per cent over the previous corresponding year. This strong performance now positions Blinkit as a major revenue driver for its parent company, Eternal, even surpassing the company’s food delivery revenue in the same quarter. However, it still pales in comparison to the US-based e-commerce giant Amazon, which posted an operating revenue of Rs 30,139 crore in 2025, up from last year’s Rs 25,406 crore. These numbers highlight that Blinkit still has a long way to go, not just when compared to Amazon, but also to homegrown Flipkart, which saw a 17-per cent rise in revenue to Rs 82,787 crore.
But despite the increase in revenue, Flipkart is facing mounting losses. In FY 2025 alone, its losses widened to Rs 5,189 crore. Amazon, too, reported a loss of Rs 3,469.50 crore, although this figure is an improvement over its FY24 loss.
Ad and marketing
Startled by the rising competition and the dramatic revenue surge of q-commerce companies, Amazon has responded by launching a 10-minute delivery service in several cities. Branded as ‘Amazon Now’, this ultra-fast service began in selected postcodes of Delhi with a “curated selection of everyday essentials”, and was first launched in Bengaluru in December last year. It is clear that Amazon is feeling the pressure and is seeking to capture more market share in order to curtail the growth of its newer rivals.
Both Amazon and Flipkart are investing heavily in marketing and advertising, leaving no stone unturned. Amazon’s Great Indian Festival sale is an attempt to outpace Flipkart, while Flipkart counters with its own Big Billion Days event, offering deep discounts to attract shoppers.
Meanwhile, q-commerce platforms are also developing innovative marketing strategies, offering discounts and leveraging festive seasons to boost sales. It is estimated that Indians ordered goods worth Rs 64,000 crore from quick-commerce platforms like Blinkit and Swiggy Instamart in FY 2024–25, more than double the Rs 30,000 crore recorded in the previous financial year. According to a report by a division of the domestic rating agency. CareEdge Ratings, the gross order value is projected to grow over threefold to reach Rs 2 lakh crore by FY28.
Consumer behaviour
A separate report by Flipkart and Bain & Company earlier this year highlighted that more than two-thirds of all e-grocery orders and one-tenth of all e-retail spending occurred via q-commerce platforms in 2024, underlining how q-commerce is revolutionising consumer buying behaviour in India. According to a study by Datum Intelligence, the q-commerce market is expected to reach a staggering $40 billion by 2030, up from $6.1 billion in 2024. This exponential growth is likely to increase pressure on traditional retail outlets – particularly kirana shops – which are already witnessing a decline in daily footfall.
