Flipkart is adding users faster than Amazon in India, widening its lead in online retail even as quick-commerce platforms rapidly expand and its own rapid-delivery business, Flipkart Minutes, closes in on established rivals less than two years after its launch.Flipkart and Myntra together accounted for 35% of India’s monthly active user (MAU) share year-to-date, making them the country’s largest e-commerce platform by user base, according to Goldman Sachs Global Investment Research, citing SensorTower data.The combined lead over Amazon, Flipkart’s closest horizontal e-commerce rival, has nearly doubled over the past four years. It has increased from about 9 percentage points in 2022 to 17 percentage points currently, the Goldman Sachs report showed.
Flipkart’s user base grows as Amazon contracts
Flipkart’s MAU base grew 15% year-on-year in July 2026, accelerating sharply from 3% growth in the fourth quarter of the previous fiscal year, according to Bernstein data.Amazon’s MAU base, meanwhile, remained in negative territory over the same period, contracting between 1% and 6% year-on-year across the months tracked by the research firm.The gap between the two companies is also visible in transaction value. Flipkart has maintained an approximately 10-percentage-point lead over Amazon in gross merchandise value (GMV) every year since 2019, according to Goldman Sachs, citing Euromonitor data.Flipkart’s share of GMV has also consistently exceeded its share of MAUs, the Goldman Sachs report showed. Quick-commerce platforms, by comparison, attract high levels of app usage but account for a comparatively smaller share of transaction value.
Flipkart Minutes scales up rapidly
The shift in India’s online retail market comes as quick commerce expands beyond its original grocery and convenience focus, while value-commerce platforms gain users in smaller cities and towns.Flipkart is participating in this shift through Flipkart Minutes, its quick-commerce business launched in August 2024.Minutes is now handling between 1.1 million and 1.2 million orders a day, up from about 390,000-400,000 in November, according to a report by TechCrunch, as cited by news agency PTI.That puts Flipkart Minutes within range of Swiggy Instamart, which handles about 1.4 million orders a day. Blinkit and Zepto remain the two largest quick-commerce players by order volume.India’s e-commerce market has expanded rapidly in recent years, with quick commerce and value commerce emerging as major growth formats alongside traditional horizontal marketplaces.The expansion has intensified competition for consumers, orders and spending across the country’s online retail sector, while Flipkart continues to widen its user-base lead over Amazon.
