One in Four Quick-Commerce Customers Now Comes from Smaller Cities

Quick-commerce services—offering delivery of groceries and essentials in as little as 10 minutes—are gaining significant traction in Tier-2 cities, with one out of every four customers now coming from smaller towns. Previously concentrated in metro cities, the rapid delivery model is expanding its footprint due to rising consumer demand beyond urban centers.

 

According to industry data, Tier-2 cities accounted for 22–25% of total quick-commerce orders in 2022, but that share has now risen to 27–30%. Cities such as Jaipur, Lucknow, Indore, Bhopal, and Nagpur are witnessing growing adoption of platforms like Blinkit, Zepto, and Swiggy Instamart, driven by improved digital penetration, changing lifestyles, and increased disposable incomes.

 

Smaller towns are adapting quickly to the convenience of instant deliveries. Factors such as busy work schedules, unpredictable weather, and the need for last-minute purchases are driving demand. Additionally, retailers in these cities are partnering with quick-commerce platforms to expand their reach and increase sales.

 

The trend is also being supported by infrastructure improvements, with better road connectivity and advanced logistics networks enabling faster deliveries in non-metro areas. Experts predict that by 2025, the share of Tier-2 cities in the quick-commerce market could rise to 35%, as companies continue to invest in expanding their service coverage.

 

Currently, the fastest-growing markets for these services outside metros include Jaipur, Lucknow, Bhopal, Nagpur, Baroda, Kanpur, and Coimbatore. Industry analysts believe this expansion will be a key growth driver for India’s e-commerce sector in the coming years.