Blinkit has emerged as the preferred quick-commerce platform with 31% of users citing it as their primary app, ahead of Swiggy Instamart at 19%, Flipkart Minutes at 14%, and Zepto at 12%, according to a BofA Securities survey.
Grocery remains the dominant use case for quick commerce, with 40% of respondents shopping for full month grocery needs and 37% making unplanned purchases, the survey of over 1,000 Indian users conducted in early November 2025 showed. It is to be noted that survey respondents were skewed in favour of the middle class, with results representing urban versus pan-India behaviour, BofA Securities said.
Survey on consumer habits
Despite the dominance of grocery in quick-commerce baskets, platforms are making significant inroads into other categories. Nearly half of surveyed users now buy most of their beauty and cosmetics on quick commerce, while 41% buy most kids’ products on these platforms.
This category expansion is hurting vertical specialists and horizontal players alike. For instance, in beauty and personal care products, only 28% of users said they buy from Nykaa. Meanwhile, horizontal e-commerce platforms like Amazon and Flipkart saw their share in the category decline to 32% from 37% in an earlier survey. Additionally, FirstCry’s share in kids’ products declined to 20% from 24% earlier.
Quick Commerce vs E commerce
About 28% of surveyed users said quick commerce is now substituting e-commerce purchases, while users who said quick commerce was eating into kirana purchases fell to 19% from 38% in an earlier survey. This suggests quick commerce has evolved from disrupting neighbourhood stores to directly competing with traditional e-commerce.
Meanwhile, competition within the sector is also intensifying. About 53% of surveyed users use more than one quick-commerce app. Flipkart Minutes and Amazon have emerged among the top three preferred secondary platform options alongside Blinkit.
Delivery speed emerged as the most important factor for 35% users, while 22% prefer discounted offers. However, price comparison behaviour is rising among users. About 51% occasionally compare prices across apps while 44% always do price comparison.
Overall consumer sentiment towards quick commerce remains constructive, with 58% saying they will increase purchases even more ahead. In food delivery, Swiggy led with 33% of users primarily ordering through the platform, versus 29% on Zomato and 20% using both. Regional preferences seem to be emerging, with Zomato preferred more in north and west India while Swiggy emerging as the preferred app in south India.
Sentiment for food delivery remains strong, with 54% of surveyed users saying they order food online more frequently than six months ago. Quick food delivery is also gaining traction, with 83% of users saying they have tried or see a need for it. Swiggy Bolt led at 43% user trial rate, while 27-28% of users have tried Zepto Cafe and Bistro by Blinkit. About 31% of users are ordering or experimenting with multiple players in this segment.