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Gen Z Fuels Flipkart Quick Commerce Boom
13 Sep
Summary
- Gen Z customer base on Flipkart Minutes grew nearly 5X year-on-year.
- Quick commerce growth is significant in Tier II and beyond markets.
- Demand now includes gourmet foods and premium personal care items.
Flipkart Minutes, the quick commerce arm of Flipkart, has seen remarkable growth over the past year, expanding its customer base fourfold and establishing approximately 1,200 micro fulfillment centers in over 150 cities. Gen Z consumers have emerged as the fastest-growing demographic, with their customer base increasing nearly five times year-on-year.
This growth is particularly pronounced in Tier II cities and beyond, where the customer base has seen a 25-fold increase. Demand in these areas extends beyond daily necessities to include items like Korean noodles, sauces, ready-to-eat meals, and premium skincare. Gen Z accounts for over 45% of orders across various categories, indicating a shift towards using quick commerce for a wider range of products, including aspirational ones.
Kunal Gupta, Senior Vice President and Head of Flipkart Minutes, noted the service's evolution into a broader shopping channel. Gourmet and specialty groceries, launched within the last year, have grown eightfold, with strong demand for imported cheeses and international avocado varieties. Men's grooming and pet food categories have also seen significant year-on-year increases, reflecting the expanding product selection available through quick commerce.
