Quick commerce marketing is now a festive-season discipline in its own right, and Diwali 2026 showed why: shoppers used quick commerce apps for last-minute gifts, sweets and decor, but what they said they cared about most was value, quality and availability, with delivery speed well behind. This is AKOI’s reading of the public data from the season so far, and what it means for FMCG and D2C brands that sell on Blinkit, Zepto, Swiggy Instamart, Amazon Now, Flipkart Minutes and BigBasket.
Key takeaways (The TL;DR)
- Redseer, in a report developed with Google, estimates India’s quick commerce market at about USD 13 billion in FY26, growing to about USD 90 billion by FY31 (a range of USD 70 to 90 billion is also given).
- In a LocalCircles survey of quick commerce users, 71% said best price or overall value mattered most for festive shopping and 65% said product quality, while only 22% named fast delivery as a deciding factor.
- With wider assortments and more dark stores, the festive test for brands is availability, stock placement and pricing discipline, not speed alone.
- Use the weeks after Diwali to review sell-through, stock-outs and fees by city, then plan retention and the next sale event.
What the Data Says About Quick Commerce This Festive Season
Start with the size of the opportunity. According to Redseer, in a report developed with Google, quick commerce in India was worth about USD 13 billion in FY26 and is projected to reach about USD 90 billion by FY31, growth of roughly 5 to 7 times. The report also expects quick commerce to move beyond metros, with a large addressable pool of online shoppers across more than 300 cities. These are projections, so treat them as direction rather than a forecast you can bank on.
Festive demand sits on top of this growth. According to LocalCircles, urban households were expected to spend about Rs 1.97 lakh crore on festive purchases in 2026, which the survey puts about 6 percent below the previous year’s estimate. A cautious shopper tends to compare prices and fees more carefully, which matters for how brands set offers.
What Shoppers Said They Wanted
A LocalCircles survey of quick commerce users, published in the weeks before Diwali, asked what mattered when choosing a platform for festive shopping. Respondents could choose several factors, so the figures add up to more than 100 percent. The survey is summarised in the LocalCircles press releases; check the original release for the exact wording and sample.
| Factor | Share of respondents naming it |
| Best prices or overall value | 71% |
| Product quality | 65% |
| Product availability | 46% |
| Low or no additional charges | 43% |
| Offers and discounts | 38% |
| Wide selection of festive products | 31% |
| Reliable delivery | 28% |
| Fast delivery as a deciding factor | 22% |
The same survey reported that 60 percent of respondents said delivery, handling, small-cart or other fees often or sometimes pushed their final bill above what they expected. These are self-reported views from quick commerce users, not sales data, but the direction is clear: shoppers still value speed, yet they now treat it as a given and decide on value, quality and stock.
What Platforms Did About It
Platform results for the July to September quarter point to heavy investment in reach. According to Eternal’s quarterly results (see Eternal’s results page), Blinkit’s net order value grew about 79 percent year on year and the platform added roughly 300 dark stores in the quarter. Other platforms have also publicly described expanding store networks and non-grocery ranges. Check each company’s own filings for exact figures, as these numbers change every quarter.
During the festive season, platforms also curated Diwali storefronts and sections for gifts, sweets, decor and cleaning, and added in-app games and offers. For brands, this means shelf space is more curated and more competitive, and being listed is not the same as being discovered.
What This Means for FMCG and D2C Brands
1. Availability is the festive KPI
A larger catalogue and more dark stores make inventory planning harder. If your product is out of stock in the pin codes where festive demand peaks, your ad spend buys nothing. Track availability by city and dark store and plan replenishment before the surge, not during it.
2. Build festive-ready packs and listings
Gifting and sharing packs, clear festive imagery and accurate titles help your product appear in curated sections. Keep pack sizes and prices consistent so shoppers can compare easily.
3. Protect value without deep discounting
Shoppers rank value first, but heavy discounting damages margin and trains buyers to wait for offers. Think in terms of bundles, introductory packs and visible value per gram or per piece instead of only a lower price.
4. Spend where intent is high
In-app search and sponsored listings capture shoppers who already know what they want. Set targets for return on ad spend by platform and review them daily during peak weeks. Rules and formats differ by platform, so confirm current details with each before committing budget.
5. Plan the day after the sale
Festive buyers are new and lapsed customers at once. Reviews, repeat prompts and a steady everyday range are what turn them into repeat purchasers, which is the subject of our next post on post-Diwali retention.
A Post-Diwali Review Checklist
| Question | What to check |
| Where did we run out of stock? | Availability and stock cover by city and dark store |
| Which SKUs and packs sold best? | Sell-through by SKU, pack size and platform |
| Did ads pay back? | Return on ad spend and ad cost of sale by platform and city |
| Did offers hurt margin? | Margin on promoted versus non-promoted days |
| Who are the new customers? | Repeat rate, ratings and reviews after the sale |
How AKOI Can Help
AKOI works with D2C, FMCG and ecommerce brands across India. Our quick commerce marketing team helps brands plan availability, catalogue, advertising and pricing on quick commerce platforms, supported by ecommerce marketing across marketplaces. You can see examples in our portfolio. If you want a review of your festive season results, talk to us.
Note: figures come from the sources linked and may be revised. Survey results are self-reported by respondents and are not a guarantee of results for any brand.
Frequently Asked Questions
How big is quick commerce in India?
Redseer, in a report developed with Google, estimates about USD 13 billion in FY26, projected to reach about USD 90 billion by FY31. These are projections and may change.
What do shoppers prioritise on quick commerce apps during Diwali?
In a LocalCircles survey of quick commerce users, 71 percent named best price or overall value and 65 percent named product quality, while 22 percent named fast delivery as a deciding factor.
Is delivery speed still important for quick commerce?
Yes, but shoppers appear to treat it as a baseline. Availability, value, quality and fees increasingly decide where they shop.
How should brands prepare for festive quick commerce sales?
Plan stock by city and dark store, prepare festive packs and listings, set return targets for ads, and agree offers that protect margin.
Which platforms should FMCG brands consider for festive sales?
Blinkit, Zepto, Swiggy Instamart, Amazon Now, Flipkart Minutes and BigBasket are the main quick commerce options. Choose based on your category, cities and operations, and verify each platform’s current requirements.
What should brands do after Diwali?
Review availability, sell-through, ad returns and margin, then focus on reviews, repeat purchase and an everyday range that keeps new customers coming back.
Can AKOI help with quick commerce marketing?
AKOI plans and manages marketing for brands on quick commerce platforms and marketplaces. Contact us to discuss your goals.