As the quick commerce race in India continues to gain more pace, Flipkart Minutes, the quick commerce offering from Flipkart and one of the newer entrants in the space, has scaled to 1,000 micro fulfilment centers across 130 cities in under two years after the launch of the service in August 2024.

According to the company, orders on the platform have grown 5X since the network expansion, driven by Gen Z consumers and high growth in tier 2 and tier 2 markets.

Smaller cities, bigger growth

As per Flipkart, over the past year, its quick commerce service expanded into more than 90 new cities, with strong demand momentum emerging from markets such as Ambala, Arrah, Bokaro, Darbhanga, Jorhat, Ongole, Purnia, Saharsa, and Tenali.

Tier 2 and Tier 3 markets recorded a massive growth with 42X scale as compared to last year.

“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. We are seeing strong momentum across Bharat, reinforcing our belief that the next phase of quick commerce growth will be driven by deeper reach, wider selection, and greater accessibility,” said Hemant Badri, SVP and Head, Supply Chain, AI Transformation, New Business, Customer Experience and ReCommerce, Flipkart Group.

The digital-natives

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.

“This generation is approaching quick commerce differently, not just as a grocery top-up but as an on-demand shopping habit that spans beauty, electronics, wellness, and lifestyle. Their engagement is reshaping what quick commerce looks like at scale, pulling the category well beyond its grocery origins,” said a statement from the company.

“What began as a way to fulfil everyday essentials has evolved into a fundamentally new shopping habit for millions of Indians. 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.