Quick commerce is rapidly becoming a key online sales channel for fast-moving consumer goods (FMCG) companies, with some major brands now reporting that as much as 70-80 per cent of their e-commerce business is coming from rapid-delivery platforms.
The sharp acceleration in quick-commerce sales has emerged as one of the defining trends for FMCG companies over the past few quarters, driven by rising consumer adoption and expansion into smaller cities. Industry executives said the entry of Amazon and Flipkart into the segment is further intensifying competition while expanding sailence of quick-commerce channel.
Companies also indicated that quick commerce is increasingly becoming a key channel for premium and impulse-driven purchases, particularly in categories such as indulgent foods, beverages, personal care and home care products.
Consumer Shift
Britannia Industries said e-commerce contributed around 6 per cent to its domestic business in the March quarter and is scaling up rapidly due to the expansion of quick commerce.“Quick-Commerce has been a bright spot. Almost 70 per cent of our business today is coming from the quick commerce part of e-commerce and now we see this is further moving up to 85 per cent,” the company’s management told investors.
The company added that the channel is helping it premiumise its portfolio and drive higher sales of indulgence-led categories.
Nestlé India too said growth in e-commerce channel in FY26 was led primarily by strong quick-commerce demand, aided by better product availability and platform-specific product packs. In a recent interaction, Manish Tiwary, Chairman & Managing Director of Nestlé India, said quick-commerce companies are fulfilling a significant unmet consumer need and added that the entry of Amazon and Flipkart into the space would create additional consumption occasions and demand.
Dabur India also reported a steep rise in the contribution of quick commerce to its online business.“The salience of quick commerce in (overall) e-commerce is almost like 70-75 per cent for us. That’s drastically gone up as it used to be 50 per cent in Q3....while salience is 75 per cent, growth rate is 50 per cent,” Mohit Malhotra, Global CEO of Dabur India, said during the company’s earnings call earlier this month.
He added that categories such as beverages, food, home care and personal care were seeing particularly strong traction on quick-commerce platforms, while the company was also using online channels to launch premium products, including shampoos.
Daily Influence
According to a recent report by RedSeer, quick commerce has evolved far beyond a last-minute convenience channel and is increasingly shaping everyday consumer purchasing behaviour in packaged food and beverage segment..
“With over 50 million monthly users across more than 250 cities, it is beginning to influence everyday purchase behaviour. Its share in the packaged F&B market is expected to rise from about 4 per cent today to nearly 15-20 per cent by 2030,” the report said.
Published on May 14, 2026