E-commerce giants Flipkart and Amazon are embarking on an aggressive expansion of their quick commerce infrastructure to capture market share in the rapidly growing delivery segment. According to reports from The Times of India, both companies are ramping up their fulfilment centre count to compete in a market that is expected to reach ₹65-70 billion in GMV by 2030. This expansion represents a strategic shift as both companies have been late entrants in the quick commerce space, ceding significant ground to established players Eternal's Blinkit, Swiggy's Instamart, and IPO-bound Zepto.
On Tuesday, Flipkart announced that its network of micro fulfilment centres has expanded to 1,000 centres, demonstrating the company's rapid scaling efforts. As reported by The Times of India, the e-commerce platform has been nearly doubling the count of such centres per month throughout this year. The company is leveraging its existing marketplace consumer base of 250 million active users to drive adoption of its instant delivery platform Minutes. According to Kunal Gupta, SVP-head of Flipkart Minutes, the company's substantial annual customer base creates a strong foundation for quick commerce transactions, with users becoming hooked to the platform and subsequently increasing their transactions on the larger Flipkart platform.
Amazon has announced the rollout of more than 100 Urban Fulfillment Centres across India, expanding its quick commerce infrastructure ahead of Prime Day 2026. As per The Times of India, the new facilities will increase product selection by four times compared to the range currently available through Amazon Now. The Urban Fulfillment Centres will offer customers access to categories including apparel, electronics, jewellery, footwear, luggage, watches, wireless devices, musical instruments, furniture, groceries, personal care products, fashion and beauty items, small appliances, baby products, pet supplies, and healthcare supplements. Orders will be delivered within minutes through the Amazon Now service, with the expansion part of Amazon's previously announced investment of more than ₹2,800 crore aimed at strengthening its operations network.
According to the 'How India Shops Online 2026' report by Flipkart and Bain and Company, GenZ now accounts for 40-45% of India's e-retail shoppers and contributes nearly half of incremental e-retail orders. The report highlights the growing influence of social content and creators in shaping purchase decisions across categories including fashion, beauty, gadgets, and lifestyle products. Flipkart has partnered with Meta to allow creators to tag products from Flipkart and Myntra directly in their content, enabling a more seamless shopping experience for consumers across social platforms. Ravi Iyer, CFO of Flipkart Group, noted that the partnership gives creators a direct path from influence to entrepreneurship, while Arun Srinivas from Meta India emphasized that the initiative creates a direct path from inspiration to income.
Both companies are building their quick commerce strategies around existing consumer relationships and loyalty programs. For Amazon, its paid membership service Prime provides a competitive edge in the delivery segment. As reported by The Times of India, analysts note that Flipkart and Amazon are developing their quick commerce playbook around consumer relationships and loyalty, marking a shift from the traditional speed-focused approach that has dominated the market until now. This strategic pivot represents a significant change in how these e-commerce giants approach the competitive quick commerce landscape, with both companies leveraging their massive user bases and existing marketplace infrastructure to drive instant delivery adoption.
