India’s quick-commerce platforms are steadily gaining share from traditional ecommerce players, with the shift particularly visible in metros, according to data from Datum Intelligence.
Amazon currently accounts for around 20 per cent of monthly active users (MAUs) on key ecommerce platforms, while its share of gross merchandise value (GMV) stands at 26 per cent. In comparison, Meesho has a 26 per cent MAU share but only 9 per cent of GMV, while quick commerce accounts for 16 per cent of users and 11 per cent of GMV.
“Amazon converts users into spend at a far higher rate than either Meesho or quick commerce,” said Satish Meena, Founder, Datum Intelligence.. However, Amazon’s user share has declined by nine percentage points since CY22, compared with a four-point decline in its GMV share, he added.
The data noted that the key difference is order value. In Q4 FY26, Blinkit’s net average order value (AOV) was ₹525, while Swiggy Instamart’s stood at ₹504 and Zepto’s at ₹387. Amazon Now’s AOV was around ₹540. Blinkit recorded 273.9 million orders against 27.2 million monthly transacting users, translating into roughly 3.4 orders and ₹1,800 of monthly spending per user, Meena said.
“This is a large user count on a small basket,” he said, pointing to the difference between user engagement and the value generated from each transaction.
Meena said nearly 80 per cent of quick-commerce GMV comes from eight cities, with penetration highest across the top 10 cities, where Amazon has a more concentrated customer base. The grocery and top-up trips, which households make several times a week, are increasingly shifting to quick commerce, he said.
Amazon and Flipkart together lost nine percentage points of GMV share between CY22 and CY25, while quick commerce gained six percentage points, according to Meena. He expects this share to remain contestable as Amazon Now and Flipkart Minutes expand their networks, with Amazon’s user share potentially turning around from the upcoming festive season.