E-commerce

Festive season pushes ecommerce and quick commerce into the same lane

Pranav Balakrishnan

September 19, 2025 | 6 Min Read

Brands that once filled Amazon and Flipkart shelves before Diwali are now on Swiggy Instamart, Zepto and Blinkit too. The long-talked convergence of ecommerce and quick commerce is here.

At 4 pm today, Swiggy Instamart flips the switch on its festive sale, The Quick India Movement. Billboards, ads, and banners have been running for weeks. For the first time, the quick commerce player is going hard after Diwali shoppers.

For years, India’s shopping calendar followed a simple rhythm. Amazon, Flipkart, and Myntra owned the big national level celebrations, collecting nearly half their annual sales during the festive season around Diwali. Quick commerce carved out its own festival calendar, riding regional spikes throughout the year. Not anymore.

This year, brands are hedging their bets like never before. The same companies that once split inventory between Amazon and their own D2C websites now have a third option: quick commerce platforms.

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