Quick Commerce captures 25% of regular kirana shopping; market projected to hit $40 bn by 2030

With big players like Blinkit leading the charge, quick commerce is growing faster than even the organised retail sector, becoming the go-to for online grocery shopping.

Datum’s report suggests that quick commerce isn’t just for last-minute top-ups anymore; it's quickly becoming a habitual way to shop.

About 75% of online grocery shoppers report more unplanned purchases over the past six months, with nearly 53% now ordering at least five times a month. And 67% of these shoppers spend over ₹400 per order.

This shift is already affecting kirana stores. Nearly half of quick commerce users say they’re buying less from kirana shops, and 82% of users have moved at least 25% of their regular kirana shopping to quick commerce platforms.

"Nearly half (46 per cent) of respondents report reduced spending at Kirana shops, indicating a shift in customer behavior towards quick commerce platforms," the report said.

For some, the transition is complete—5% have stopped visiting kirana stores altogether. By 2024, this shift is expected to pull $1.28 billion away from kiranas.

According to Datum’s projections, India’s quick commerce market is expected to reach $40 billion by 2030.

"The swift acceptance of quick commerce among consumers demonstrates a clear willingness to pay for the convenience of immediate, ondemand purchases," it noted.

Despite these changes, the grocery market as a whole is expanding, expected to grow from $570.3 billion in 2023 to $818.3 billion by 2028. This growth—driven by population, urbanisation, and rising disposable incomes—means the grocery sector will add around $250 billion in new sales over the next five years, clocking a 7.5% CAGR.

Quick commerce’s appeal in India lies in its perfect match with Indian shopping patterns—high-frequency, small purchases, a staple of how people buy groceries here. In a market where households have limited kitchen storage and need a variety of items at short notice, quick commerce’s fast service fits right in. Typical orders are small, usually 5-10 items, including fresh produce and daily essentials.

Platforms like Zomato, with fulfillment rates above 99% and an average delivery time of 12.5 minutes, have set high standards in reliability and speed. By sidestepping the multi-layered margins of traditional retail—where 25% margins are divided among wholesalers, distributors, and retailers—quick commerce can retain just 10-15% and pass the rest of the savings on to consumers, according to the report.

Conducted in October 2024, the study derived insights from a survey of 3,000 adults across 10 Indian cities, in-depth interviews with industry stakeholders and experts, kirana shop owners, market data, broker reports and media reports.