Over the past decade, India’s digital revolution has transformed nearly every aspect of daily life — from how we pay to how we learn and even consume today. Amid this, the great Indian ecommerce sector has emerged as a clear winner, thanks to an ever-growing number of smartphone and internet users leveraging cheap data in the country.

As of 2024, Indian had 1 Bn smartphone users and 886 Mn internet users (397 Mn urban and 488 Mn rural). The number of smartphone and internet users is expected to grow by 50% and 35%, respectively, by 2030.

Investment in the sector has been equally impressive. Between 2014 and 2024, Indian ecommerce startups raised a record $35 Bn in funding and produced 25 unicorns. Overall, the Indian ecommerce market is expected to grow from $128 Bn in 2024 to $400 Bn in 2030, according to Inc42’s latest The State Of Indian Ecommerce Report, H1 2025.

With capital not being a constraint, Indian startups have consistently evolved to keep pace with shifting consumer preferences. This evolution in the ecommerce space started with names like Zepto, Blinkit, and Instamart, which, in a bid to cater to their customers’ needs for instant gratification, have made them more demanding. As a result, consumers today expect everything at lightning-fast speeds. This has led to the rise in impulse purchases and convenience-first shopping.

A 2024 survey of Indian online shoppers revealed that 75% of respondents acknowledged an increase in impulsive purchases, proving a major shift in consumer behaviour — from pre-planned purchases to spontaneous, unplanned buying.

In fact, an array of products that would traditionally sell on ecommerce platforms are now increasingly available on quick commerce platforms, which have expanded far beyond just groceries, embracing electronics items.

While groceries and daily essentials account for a bulk of quick commerce orders today, the real test and opportunity for ecommerce marketplaces in terms of quick delivery lies in handling peak demand periods.

According to market experts, the ability to fulfil high-intent purchases instantly could be the next frontier for many of the existing quick commerce players.

Who Is Fuelling The Quick Commerce Growth Engines?

New-age consumers are clearly opting for convenience. The report, powered by Mobavenue, reveals that 69% of Indian internet users prefer 10-minute quick deliveries over next-day deliveries, especially when it comes to shopping for groceries. The adoption of quick commerce is particularly high among those aged between 18 and 35, with 60% of users falling within the age bracket of 18-25 years.

What makes this equation interesting........

© Inc42