Flipkart Widens Lead Over Amazon as Quick Commerce Grows
Flipkart's user base is growing faster than Amazon's in India, nearly doubling its lead in four years, while its quick-commerce service, Flipkart Minutes
Flipkart is adding users faster than Amazon in India, significantly widening its lead in online retail. This shift comes as quick-commerce platforms expand rapidly and Flipkart's own rapid-delivery service, Flipkart Minutes, closes in on established rivals less than two years after its launch.
According to Goldman Sachs Global Investment Research, citing SensorTower data, Flipkart and Myntra together accounted for 35% of India's monthly active user (MAU) share year-to-date. This makes them the country's largest e-commerce platform by user base. The combined lead over Amazon has nearly doubled over the past four years, increasing from about 9 percentage points in 2022 to 17 percentage points currently.
User Growth Diverges Sharply
Flipkart's MAU base grew 15% year-on-year in July 2026. Bernstein data shows this accelerated sharply from 3% growth in the fourth quarter of the previous fiscal year. Amazon's MAU base, meanwhile, remained in negative territory over the same period. The research firm tracked contractions between 1% and 6% year-on-year across the months.
The gap is also evident in transaction value. Goldman Sachs, citing Euromonitor data, reports Flipkart has maintained an approximately 10-percentage-point lead over Amazon in gross merchandise value (GMV) every year since 2019. Flipkart's share of GMV has also consistently exceeded its share of MAUs. Quick-commerce platforms, by comparison, attract high app usage but account for a smaller share of transaction value.
Flipkart Minutes Scales Rapidly
India's online retail market is shifting as quick commerce expands beyond groceries and value-commerce platforms gain users in smaller cities. Flipkart participates through Flipkart Minutes, launched in August 2024. According to a TechCrunch report cited by PTI, Minutes is now handling between 1.1 million and 1.2 million orders a day. This is up from about 390,000-400,000 in November.
That volume puts Flipkart Minutes within range of Swiggy Instamart, which handles about 1.4 million orders daily. Blinkit and Zepto remain the two largest quick-commerce players by order volume. The following table compares the reported daily order volumes for key quick-commerce players:
| Platform | Reported Daily Order Volume |
|---|---|
| Flipkart Minutes | 1.1 - 1.2 million |
| Swiggy Instamart | ~1.4 million |
| Blinkit | Largest player (volume not specified) |
| Zepto | Largest player (volume not specified) |
Market Competition Intensifies
India's e-commerce market has expanded rapidly in recent years. Quick commerce and value commerce have emerged as major growth formats alongside traditional horizontal marketplaces. This expansion has intensified competition for consumers, orders, and spending across the sector. Flipkart continues to widen its user-base lead over Amazon even as this broader battle unfolds.
