Q-commerce to outstrip e-retail growth in India, projected at 40% CAGR through 2030-Report

India’s quick commerce sector has surged from $1.5 billion in 2022 to around $7 billion in 2024, growing more than 4.5 times in just two years, according to The Quick Commerce Playbook India 2025 by MMA Global India and Publicis Commerce. The report projects the category to grow at a ~40% CAGR through 2030, outpacing e-retail, which is expected to expand at a steadier ~18% CAGR.

The Playbook reveals that visibility drives sales in this impulse-driven ecosystem. 89 percent of consumers visit only one product page before purchase, and most rarely scroll beyond the first fold, making discoverability and top-screen visibility critical for conversion.

Timing is another major determinant. Staples peak between 6–9 a.m. and 6–9 p.m., while snacks surge in the afternoons and late evenings, reflecting distinct consumption rhythms through the day.

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Quick commerce platforms operate on compressed inventory cycles, typically stocking SKUs for only three to seven days. The report notes that this requires sharper forecasting and agile supply chains, with brands needing to plan around shorter replenishment windows and real-time demand patterns.

The report also highlights how retail media and content optimization are emerging as key levers for brands on quick commerce platforms. As more consumers skip traditional search and head straight to platform discovery feeds, brands are investing in creative optimization, contextual targeting, and shoppable content to improve return on ad spend.

The Playbook notes that platform commissions and ad fees together can account for 30–40% of a brand’s revenue, underscoring the need for sharper ROI models. It further observes that the average number of SKUs per brand on quick commerce has grown by over 60% since 2023, indicating stronger product diversification and experimentation with limited-edition or hyperlocal offerings. Finally, as platforms expand into Tier II and III cities, the study emphasizes regional assortment planning and affordability-led pricing as essential for sustaining momentum beyond metros.

Partnerships and Retail Media Over Deep Discounting

The Playbook underlines that brands collaborating closely with platforms gain measurable advantages, including deeper insights, stronger shelf presence and faster adoption of new products.

Rather than relying primarily on discounting, the report emphasizes supply chain agility, smart portfolio management and retail media optimization as the key growth levers on quick commerce platforms.

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Lalatendu Das, CEO, Publicis Media South Asia, said, “Quick commerce has ingrained itself into consumers’ lives faster than any other retail format. But our survey shows that profitability remains a challenge for most brands. This is where the playbook comes in. It provides leaders with key strategies on supply chain reorientation, smarter portfolio management, and retail media optimization. The report makes it clear that success in Quick commerce is not about deep discounting, but about precision in demand forecasting, visibility, and agility in execution.”

FMCG Leads the Channel Shift

FMCG brands are currently the top gainers from quick commerce platforms, with 30–60% of their online sales now being driven by this channel. This shift has resulted in new packaging and distribution strategies.

Leading FMCG players are already seeing over 30% of their food and beverage sales coming from quick commerce, while ice cream brands report that 8–10% of total sales now originate from these platforms.

Immediate-utility and low-involvement categories such as grocery account for 46% of the quick commerce value share, according to VTION data cited in the report. Consumers tend to search for exactly what they need, purchase, and exit, without extensive browsing or comparison.

Most grocery subcategories have doubled in size over the past year. Kitchen staples, dairy and eggs, and bakery and bread remain strong performers, while packaged snacks, aerated drinks and juices, energy drinks, and oil and ghee have captured consumer attention, registering double-digit growth.

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Other notable categories

In beauty and personal care, skincare holds the largest share, followed by haircare. Over the past 12 months, men’s grooming, deodorants and perfumes, and makeup have seen significant growth.

Within home essentials, décor and improvement, cleaning and laundry care lead consumption, while air care is identified as the fastest-growing subcategory, albeit with a smaller base.

Health supplements form the third-largest contributor by value, encompassing workout supplements such as whey protein and creatine, and natural products like ashwagandha and shilajit.

The fashion category has shown the fastest growth rate, driven primarily by accessories and jewellery, while apparel and footwear remain slower due to higher consideration for size and fit.

Thus, as per The Quick Commerce Playbook India 2025, these shifts collectively position quick commerce as a core driver of India’s digital retail evolution. With FMCG leading growth and impulse categories setting the pace, the report concludes that quick commerce is reshaping how consumers shop, how brands plan visibility, and how retail media strategies are executed in India.