Competition in the quick commerce sector is getting even more intense as ecommerce heavyweights Amazon and Flipkart step up discounting to challenge incumbents Blinkit, Zepto and Swiggy ’s Instamart, triggering what industry executives say is a fresh price war in the 10-minute delivery space.The sharper rivalry has also led to market leader Blinkit seeing an impact on its market share in certain segments, prompting it to respond to these pressures by slashing delivery charges.According to a recent research note by UBS, overall discounts on quick commerce platforms rose to 55% in January, from 53% in November. “Amazon and Zepto have the highest discounts among online platforms, while Blinkit remains the least aggressive, albeit at higher levels than before.”The industry is also seeing a renewed push from oil-to-retail conglomerate Reliance , which earlier this month said its quick commerce business, JioMart, is on track to become the second-largest player. What we are seeing now is deep-pocketed players using discounts as a customer acquisition strategy and that’s causing pain to the larger incumbents.”Zepto and Instamart removed various charges and fees in November, as they locked horns for the second spot after Blinkit in the market share battle.“Even Blinkit, the largest player, is beginning to feel the pressure,” said an analyst at a global brokerage firm.
Author: Pranav Mukul
Published at: 2026-01-26 00:00:00
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