The Quick Commerce Crusade: Why Speedy Delivery is Winning India’s Ad Spend Race

Updated: November 24, 2025 22:52

Image Source: The Cap Table

India’s retail media ad spend is booming due to the rise of quick commerce and ultra-fast delivery models. Brands and platforms are allocating massive ad budgets, especially in digital and hyperlocal formats, to capitalize on consumer demand for speed and convenience, transforming retail advertising dynamics nationwide.

The rise of quick commerce, driven by ultra-fast delivery models promising 10-30 minute doorstep service, is rapidly reshaping India’s retail media advertising landscape. With consumer demand soaring for faster, seamless shopping experiences, brands and platforms are aggressively investing in retail media to capture this burgeoning market.

Key Highlights:

Rapid Growth in Ad Spend

Quick commerce players such as Zepto, Blinkit, and Swiggy Instamart have propelled retail media ad spends past the Rs 1,000 crore mark annually, with increasing budgets earmarked for digital channels, television, influencer marketing, and outdoor advertising. This vibrant growth demonstrates how delivery speed directly impacts advertising allocation.

Strategic Use of Digital and Hyperlocal Networks

Leveraging hyperlocal dark store networks and AI-driven logistics, quick commerce firms are providing targeted, region-specific advertising that resonates with consumer preferences. This hyper-relevant advertising approach is helping brands enhance consumer engagement and drive sales through personalized ads combined with fast fulfillment capabilities.

Market Expansion Beyond Metro Cities

The quick commerce model is expanding rapidly into tier-2 and tier-3 cities, fueling incremental demand and broadening retail media’s digital footprint. The convergence of data, quick delivery, and regional expansion is elevating retail media’s share of total advertising spend, outpacing traditional channels like paid search and social media.

Competitive Landscape and Innovation

E-commerce giants like Amazon and Flipkart are also scaling up ultra-fast delivery solutions, signaling that this race for speed is a central factor in market leadership. Their increased retail media investments underscore that fast delivery is more than just logistics; it’s a primary driver of brand visibility and sales conversion.

India’s retail media is clearly moving beyond conventional advertising to embrace instant gratification as the new norm, making fast delivery the real winner in the ad spend race.

Sources: Economic Times Retail, IndianRetailer, LinkedIn Pulse, Bain Insights

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