Share of quick commerce in online FMCG sales rockets to 35% in FY24
consumer goods companies such as Hindustan Unilever (HUL), Dabur, Adani Wilmar and Parle Products have said the contribution of quick commerce to overall ecommerce sales rose as high as 35% in FY24, almost doubling in a year.
Quick commerce drove overall ecommerce for these companies as well as the broader fast moving consumer goods (FMCG) industry, executives said.
The contribution of quick commerce was 15-18% in FY23.
FMCG companies have consistently reported the fastest growth in sales from ecommerce since the pandemic, followed by modern trade or grocery retail chains, and then general stores or kiranas. This trend has gathered momentum in FY24.
FMCG companies have consistently reported the fastest growth in sales from ecommerce since the pandemic, followed by modern trade or grocery retail chains, and then general stores or kiranas. This trend has gathered momentum in FY24.
The shift has led Walmart-backed Flipkart to plan a quick commerce entry.
Parle Products vice-president Mayank Shah told ET that the speed of the change has been surprising, with consumers not balking at the extra convenience fee. Quick commerce companies such as Zepto, Swiggy, Blinkit and BB Now are enthused enough to move into newer markets.
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“Even the burning of money through discounts has come down a bit. Time has become a premium for people,” he said.
Social commentator and brand specialist Santosh Desai said quick commerce has reached a stage of normalisation, with people not wanting to plan their purchases in
