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livemint.com / 3 months ago
livemint.com / 3 months ago
livemint.com / 3 months ago
livemint.com / 3 months ago
Quick commerce eats into Amazon, Flipkart ad spends as brands chase conversions
Subscribe to enjoy similar stories. BENGALURU : India’s consumer brands are rapidly shifting digital advertising budgets from traditional e-commerce platforms such as Amazon and Flipkart to quick-commerce apps, driven by higher purchase conversions and signalling a structural change in online growth strategies.
Brands spanning food, wellness, and personal care say they are now allocating up to half of their digital ad spends to quick-commerce apps such as Blinkit, Swiggy Instamart, and Zepto, as sales velocity and return on ad spends improve sharply. Protein powder and supplements maker Wellbeing Nutrition, backed by FMCG major Hindustan Unilever Limited (HUL), now spends 55% of its marketing budget on quick commerce, versus 30% six months ago, its founder Avnish Chhabria told Mint.
“We’re tactically increasing spends on quick commerce as performance has improved meaningfully and the economics are more favourable," Chhabria said. Wellbeing Nutrition’s monthly sales have grown fivefold to ₹5 crore since July 2025, compared with the preceding six months.
Plum Goodness, a personal care brand backed by Unilever Ventures, routinely calibrates its spending patterns to channels that show better purchase results, and quick commerce has been outperforming traditional e-commerce channels in the past few months, according to its founder Shankar Prasad. “There’s a quiet but intense battle for visibility among wellness and personal care brands on quick-commerce platforms, which has naturally pushed up our marketing spends in recent months," Prasad said.
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