Amazon sets sights on India’s quick commerce market, plans 2025 launch
Amazon’s impending entry could significantly alter these dynamics in India’s quick commerce market
Amazon is setting its sights on India’s quick commerce market, a sector currently dominated by BlinkIt, Zepto, and Swiggy Instamart.
With plans to launch in early 2025, the e-commerce giant is gearing up to disrupt the status quo and carve out its own space in this rapidly growing industry.
To spearhead this new venture, Amazon has appointed Nishant Sardana, the current category leader for smartphones and accessories, to lead the development of its quick commerce strategy. This appointment is part of a larger leadership overhaul as Amazon works to solidify its presence in India’s competitive market landscape.
Notably, Manish Tiwary, the country manager for Amazon India, is set to step down, with Amit Agarwal, vice president of India and emerging markets, stepping in to take the reins.
This development follows closely on the heels of Amazon’s local rival, Flipkart, launching its own quick commerce service, Flipkart Minutes. At the same time, Tata Digital’s BigBasket has fully pivoted to quick delivery, abandoning its previous mix of scheduled and rapid offerings.
Currently running a scheduled basis with its Amazon Fresh grocery delivery service, the company’s foray into quick commerce is expected to shake up the market. Established leaders like BlinkIt, Zepto, and Swiggy Instamart may soon face stiff competition from Amazon’s entry.
Meanwhile, there are reports that Amazon is in discussions to acquire a stake in Swiggy’s quick service platform, Instamart to drive its expansion. While details remain under wraps, such a move could provide Amazon with a strong foothold in the market and intensify competition with existing players.
That said, India’s quick commerce market is already well-defined, with Zomato-owned BlinkIt leading the sector with a 40-45% market share, followed by Instamart at 20-25%, Zepto at 15-20%, and BigBasket with 10-15%, according to a UBS report. However, Amazon’s impending entry could significantly alter these dynamics, especially as it navigates changes in its leadership.
As Amazon prepares to enter the quick commerce arena, all eyes will be on how it plans to leverage its vast resources and market expertise to compete with established players in India.
