Walmart’s Flipkart and Amazon step up India ‘quick commerce’ bet

By the Editorial Team · Thursday, June 25, 2026

Walmart-owned Flipkart and Amazon are rapidly expanding their quick commerce services across smaller Indian cities, aiming to capture a larger share of the $11 billion market by increasing store numbers and delivery reach. This expansion intensifies competition with established local players like Blinkit and Swiggy’s Instamart, highlighting a shift in consumer shopping habits and the growing importance of rapid delivery in India's retail landscape.

Walmart’s Flipkart and Amazon are accelerating the expansion of their quick commerce operations in India, focusing particularly on smaller cities as they compete in a fast-growing market currently valued at around $11 billion. Both companies are entering a sector that has rapidly transformed shopping habits across the country by offering delivery of a wide range of products—from electronics to groceries—within 10 to 30 minutes from nearby warehouses.

Despite being late entrants, Flipkart and Amazon are investing heavily to catch up with established Indian players like Blinkit, owned by Eternal, which operates more than 2,200 stores, and Swiggy’s Instamart, which has over 1,100. According to market data from Datum Intelligence, Amazon has around 500 store locations, while Flipkart recently surpassed 1,000 and aims to increase its count to 1,500 within months.

Preparing for its public listing in Mumbai, Flipkart is emphasizing growth in smaller towns and cities, which currently account for about 70 percent of its presence across more than 130 Indian cities. Kunal Gupta, head of Flipkart “Minutes,” noted in an interview that consumers in these areas tend to place larger average orders as they are more value conscious. The company has pursued aggressive expansion in the eastern state of Bihar, one of India’s poorest regions.

Amazon announced plans to broaden its ultra-fast delivery service, “Now,” from just over 15 cities to 300 by the end of this year. Amazon Chief Executive Andy Jassy, currently on a tour of India, visited one of the quick commerce warehouses, highlighting the company’s push into this segment.

Quick commerce is gaining traction alongside traditional e-commerce in India, despite regulatory challenges. Earlier this year, the Indian government ordered a halt to companies marketing grocery deliveries as a “10-minute” service over concerns related to rider safety.

Orders for Flipkart’s quick commerce service reportedly increased fivefold in the past year, with sales in smaller towns and cities rising by a factor of 42, according to a company statement. The product mix varies by location; urban centers like Bengaluru see a wide array, including multiple avocado varieties, while smaller markets focus predominantly on staples and essentials.

Datum Intelligence data reveals that Blinkit processes approximately 3 million orders daily, Swiggy handles 1.25 million, Flipkart reaches about 820,000, and Amazon Now completes around 470,000 orders each day. Flipkart’s average order value was the highest among these services at roughly 700 rupees ($7.39).

Market analyst Satish Meena from Datum Intelligence cautioned that Flipkart may encounter challenges in taking market share from Blinkit, which has cultivated a customer base oriented toward convenience and higher income demographics. As quick commerce grows, competition between global and domestic players is intensifying, shaping the future of retail in India.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.