In 2025, India's leading quick commerce platform Blinkit by Eternal had a 47% market share, followed by Zepto with 24% and Swiggy's Instamart with 22%, according to market research firm Datum Intelligence.
Amazon Now, Flipkart Minutes, BB Now by Big Basket and others had a mere 7% combined share for FY 26.
All this could change dramatically with global e-commerce giant entering the fray with a 3x increase in its dark stores, which the company calls as Micro Fulfilment centres.
With a single MFC in Jan. 2025, Amazon NOW operates 350 locations currently in 20 cities and plans to open 1,000 MFCs in 100 cities in a matter of months.
Srikanth Sree Ram, Director of Amazon Fresh said that the orders on Amazon Now are growing 25% month on month and the company is opening a new MFC every 2 days.
While Amazon Fresh is a horizontal platform focussed on the kitchen pantry for homes and small offices, Amazon Now is the actual competitor for quick commerce players, with a shorter time frame for deliveries.
Blinkit's average time for delivery is around 16 mins and offers one of the best assortments and prices for consumers.
Editor's Note
The rapid expansion of quick commerce (q-commerce) and the proliferation of dark stores-micro-fulfillment centers optimized exclusively for ultra-fast, online-only delivery-are structurally transforming the retail landscape.
This disruption heavily impacts small neighborhood shops (often referred to as kirana stores or "mom-and-pop" shops), which have long anchored local economies.
A typical dark stores or a MFC handles 1,200 orders a day, with an average bill value of INR 450 - 600, which includes 6-7 SKUs.
Hitherto, a small kirana shop handles no more than 150-200 transactions with a bill value of INR 80-120.
According to the All India Consumer Products Distributors Federation (AICPDF), the country's largest retail distributors' association, over 2 lakh kirana stores across India have shut down their businesses over a 12-month period.
Of these, 90,000 stores were shut down in metropolitan cities and around 60,000 in tier 1 cities.