Quick commerce emerges beyond Diwali shopping panic to breathe on the necks of e-commerce giants

The Economic Times · Riya Gupta · 2026-11-06 03:51 UTC

Quick-commerce platforms in India are increasingly including fashion, beauty, and gifting items for Diwali shopping. Myntra and Amazon are experiencing significant growth in orders and customer engagement during the festive season. Quick-commerce is projected to account for a larger share of online retail, boosting convenience for consumers. The demand for immediate shopping solutions is prompting a shift in purchasing behaviors.

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But this Diwali, the pitch is no longer just about getting essentials to the doorstep in minutes. Fashion, beauty, personal care and gifting are increasingly becoming part of the instant-delivery basket, as platforms and brands seek to make convenience a more regular part of shopping.

The shift is playing out against a strong festive backdrop. Redseer estimates that India’s online retail market will grow about 25% during the current festive season—its strongest performance in around five years. Quick commerce is projected to grow 110-120% annually, taking its share of festive online gross merchandise value (GMV) from 11% in 2025 to 18% this year.

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