Quick commerce boom fragments user loyalty

Quick commerce market is expanding rapidly, but consumers are increasingly spreading purchases across multiple apps, lowering ordering frequency on individual platforms even as total order volumes continue to surge.

Quarterly disclosures from market leaders Blinkit and Swiggy Instamart showed that average ordering frequency declined over the past year despite strong growth in transactions. Blinkit’s monthly ordering frequency fell from 3.57 to 3.36, while annual order volumes rose 42% to 274 million. Instamart’s ordering frequency declined from 4.22 to 4.01 over five consecutive quarters even as orders increased 54% to 113 million.