Chennai, Sept 12:
Flipkart Minutes, the quick commerce platform of Flipkart, has completed two years of operations, recording four-fold year-on-year growth and expanding its network to nearly 1,200 micro fulfilment centres across more than 150 cities.
Since its launch in August 2024, the platform has created more than four lakh direct and indirect jobs. Around 60 per cent of its customers return to shop on Flipkart Minutes, indicating growing adoption of quick commerce.
Tier-2 and smaller cities have emerged as a major growth driver, with the customer base growing nearly 25-fold year-on-year in cities including Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem and Tiruppur. Demand in these markets is also moving beyond daily essentials, with Korean noodles, sauces, ready-to-eat meals, premium skincare and personal care products witnessing strong uptake.
Gen Z has emerged as the fastest-growing customer segment, with its customer base increasing nearly five-fold in the past year. The segment accounts for more than 45 per cent of orders in categories such as beauty, electronics, gaming, wearables, fragrances, health and nutrition and grooming, besides contributing one in three gourmet orders.
Kunal Gupta, Senior Vice President and Head of Flipkart Minutes, said the platform had evolved from a convenience service into a broader shopping channel. He said consumers were increasingly using quick commerce for products beyond daily essentials, while the trend was spreading rapidly to smaller cities.
Premium and aspirational categories are also recording strong growth. Gourmet and specialty grocery, introduced within the past year, has grown eight-fold, with demand for cold-pressed oils, imported cheeses, international avocado varieties and Korean ready-to-eat meals. Men’s grooming has grown nearly six-fold and pet food five-fold year-on-year.
The expansion is also reflected in the size of purchases. The platform’s biggest single order so far was worth Rs. 6 lakh and comprised five smartphones, highlighting the widening scope of quick commerce beyond groceries and everyday necessities.
Flipkart Minutes has built an ecosystem of nearly 500 direct-to-consumer brands since August 2024. Through partnerships with Farmer Producer Organisations, it has also connected thousands of farmers directly with consumers, helping them access new markets and improve price realisation.
The company said it was also working to reduce the environmental impact of its delivery network, with an increasing share of last-mile deliveries using electric vehicles and battery-swapping infrastructure. Lighter compostable and biodegradable packaging has also been introduced for key fruits and vegetables categories to reduce the use of virgin plastic.