Flipkart Minutes records 4X YoY growth with presence in 150 cities
Gen Z has emerged as the fastest-growing customer cohort on Flipkart Minutes, with the customer base growing nearly 5X year-on-year in the past twelve months.
Flipkart Minutes, the quick commerce service of Flipkart has grown 4X on a year-on-year (YoY) basis and expanded to nearly 1,200 micro fulfillment centres across 150+ cities, the company said.
A statement said that Flipkart Minutes, launched in August 2024, has created more than 4 lakh direct and indirect jobs since its inception and claimed that it has a repeat purchase of 60%.
Tier II and beyond markets are emerging as an important driver of this growth, with the customer base growing nearly 25X year-on-year across cities such as Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem and Tiruppur. Demand in these markets is also extending beyond daily essentials, with strong uptake of products such as Korean noodles, sauces and ready-to-eat meals, alongside premium skincare and personal care categories.
Gen Z has emerged as the fastest-growing customer cohort on Flipkart Minutes, with the customer base growing nearly 5X year-on-year in the past twelve months. Gen Z drives over 45% of orders across categories such as beauty, electronics, gaming, wearables, fragrance, health and nutrition, and grooming, while accounting for 1 in 3 gourmet orders on the platform. The data points to a generation using quick commerce for a much wider range of products, from everyday essentials to premium and aspirational categories.
Kunal Gupta, Senior Vice President and Head of Flipkart Minutes, said, "In two years, Flipkart Minutes has evolved from a convenience offering into a broader shopping channel, with customers using it for much more than their daily essentials. What is particularly interesting is how quickly this behaviour is spreading beyond the largest cities, while Gen Z is also bringing new categories and new shopping occasions to the platform.”
Beyond daily essentials and fruits and vegetables, premium and aspirational categories are also seeing strong growth on Flipkart Minutes. Gourmet and specialty grocery, launched within the past year, has grown 8X, with demand for cold-pressed oils, imported cheeses, international avocado varieties and Korean ready-to-eat meals. Men’s grooming has grown nearly 6X year-on-year, while pet food has grown 5X, reflecting the expanding range of products customers are choosing to buy through quick commerce.
Since August 2024, Flipkart Minutes has built a partner ecosystem of close to 500 D2C brands, giving them access to hyperlocal demand and new customer segments.