Quick Commerce Disrupts Festive Season: Report Reveals E-commerce Shift
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Storyboard•28-01-2026, 17:44
Quick Commerce Disrupts Festive Season: Report Reveals E-commerce Shift
- •Quick commerce platforms were the most disruptive force in the 2025 festive season, especially for items under ₹500, with 3-5 times higher conversion rates than traditional marketplaces.
- •The festive e-commerce market saw a sharp split between immediate, low-ticket purchases and planned, high-value investments, marking the 'death of the traditional linear purchase funnel'.
- •Early branding investments (as early as July) around Prime Day proved crucial, with display ad spends surging 5-7 times year-on-year, avoiding 'branding tax' of delayed campaigns.
- •Advertising inflation was category-specific; personal care and home décor saw CPC spikes (77% and 71%), while innerwear and household supplies became efficiency pockets with declining CPCs.
- •Non-metro India (Tier 2 and 3 cities) drove 65% of all orders, with speed being a key trust signal. Store-fulfilled orders (51%) surpassed warehouse deliveries, reducing RTO risks.
Why It Matters: Quick commerce, speed, and early branding redefined India's 2025 festive e-commerce, shifting focus from scale to efficiency.
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