Quick commerce accounts for more than 70-75% of India’s online grocery orders, says report

Bengaluru: Quick commerce now accounts for more than 70-75% of India's online grocery orders, and the expectation of 30 minutes or less delivery is influencing even modern trade and e-commerce. 

While high-frequency categories such as groceries, beverages, snacks, personal care and household essentials benefit most from immediacy, speed directly drives choice and repeat purchase, according to KPMG in India’s latest report, 'Winning India’s Consumer Decade: The Precision-led GTM Blueprint for CXOs'. It stated that to compete, brands must build multi-node fulfilment models, including micro-fulfilment hubs, synchronised GT (General Trade)-MT-Q-commerce inventory, EV-enabled last-mile fleets, fuel-optimised routing, and end-to-end traceability.

The report highlighted that traditional go-to-market models are no longer fit for purpose, as 96% of Indian shoppers research products online before making a purchase, and 46% check inventory before visiting a store. It said that the country's rapid adoption of quick commerce and hybrid retail formats is compressing delivery timelines and redefining competitive advantage across categories.

Interestingly, quick commerce now accounts for nearly 30% of the country's online FMCG sales, with the segment growing 70-80% year-on-year, shifting power toward control, visibility, speed and availability.

The report said that brands must redesign their go-to-market (GTM) strategies around micro-market precision, omnichannel orchestration and data-driven execution to capture the next wave of consumption growth.

It stated that today’s consumer journey is increasingly digital-first, omnichannel and speed-driven. Nearly 80% of consumers discover new products via social media, significantly reshaping brand discovery, and 70% of urban Indian consumers use more than one channel before making a purchase decision.

Nikhil Sethi, National Leader – Consumer Goods and Co-Lead, Customer & Operations, KPMG in India, said, “India’s consumer market is entering a decade defined by speed, precision and experience. Traditional go-to-market models built around broad distribution and national averages are no longer sufficient in a market where demand fragments across micro-markets and channels converge rapidly."

Organisations that win will be those that sense demand early, orchestrate channels intelligently and execute with precision at a local level, turning data, technology and supply-chain agility into a unified growth engine, Sethi added.

The report said that in precision-led GTM, sustainability plays a growing role, as both a compliance requirement and a growth lever. Consumers increasingly reward sustainable choices, and regulations tighten; embedding sustainability into GTM design strengthens both demand and resilience.

It said that in the country's next growth cycle, advantage increasingly shifts toward organisations with sharper, more adaptive operating models.