Flipkart is sharpening its quick commerce strategy ahead of the festive shopping season, with its standalone Minutes app appearing on the Google Play Store as the Walmart-backed company looks to strengthen its presence in India’s fast-growing quick commerce market.
Separating Minutes from the main Flipkart shopping app could help the company build a dedicated customer base for faster, convenience-led purchases across categories, according to the company. The move also gives Minutes a clearer identity as Flipkart seeks to compete with established quick commerce players.
The standalone app also comes ahead of Big Billion Days, Flipkart’s flagship festive shopping event. The company could use the period of heightened consumer traffic to drive awareness of Minutes and encourage customers to move from seasonal shopping to more frequent, everyday purchases.
According to the company, Flipkart Minutes has grown fourfold year on year and expanded to more than 150 cities, with nearly 1,200 micro fulfillment centres, two years after its launch.
The platform said around 60% of its customers return to shop on Minutes.Tier II and smaller cities have emerged as a key growth driver, with the customer base in Tier 2+ markets increasing nearly 25 times year-on-year. Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem and Tiruppur are among the fastest-growing markets.
