“The penetration in the market is extremely low, while consumer love is extremely high. So, if you ask me what it’s going to look like five years down the line, I believe it will be the dominating way people buy on the internet as well as outside,” Jha said at the second edition of the Indian Healthy Snacking Summit in New Delhi.
Jha said that companies will eventually determine the path and approach they take to reach that stage.
The quick commerce market is seeing aggressive competition and growth led by players like Eternal-owned Blinkit, Instamart, and Zepto, along with new entrants like Tata Digital-backed BigBasket, Flipkart Minutes, and Reliance’s JioMart.
Recently, Amazon started offering its quick commerce service, Amazon Now, in a few localities in Delhi, expanding beyond Bengaluru, where it launched the business last month.
On July 8, ET reported that Blinkit and Swiggy Instamart are estimated to have gained market share in the April-June quarter, according to brokerages and industry analysts.
This comes at a time when Zepto has been witnessing a slowdown in user numbers and growth while working to tighten its cash spending.
As of March 2025, Blinkit processed 141.7 million orders in Q4 FY25, whereas Swiggy Instamart fulfilled 88.6 million orders in the same quarter.
According to Jha, quick commerce provides an opportunity for consumers to experiment with samples.
“What quick commerce does is encourage a lot of trials, as people are more willing to figure out and experiment,” he said, while noting that repeat purchases are harder for brands.
Swiggy Instamart had reported a 101% year-on-year (YoY) growth in its gross order value (GoV) to reach Rs 4,670 crore in the January-March quarter of FY25.
Jha acknowledged that, unlike traditional ecommerce, product shelf space on quick commerce platforms will always remain limited.
He further pointed out that quick commerce is the only sustainable way for low maximum retail price (MRP) products to be sold.
“The way smaller items are addressed is that we are a basket player, not an individual one. So, if you’re trying to sell them in ecommerce, it’s extremely hard,” he added, while highlighting that consumers on the platform typically build a basket worth Rs 200-300.
India’s quick commerce market is estimated to have reached around Rs 64,000 crore in FY25, growing at a staggering compound annual growth rate (CAGR) of 142% during FY22-FY25, as per a report by market analytics firm CareEdge.
