Q-commerce's next battleground: retail media, not just market share

Blinkit leads with INR 14,386 cr NOV across 274 mn orders; Zepto overtakes Instamart at INR 7,591 cr. Amazon Now scales to 100 cities, betting on ad-tech muscle. India's retail media pool, now INR 24,000 cr and growing 25%, is becoming the real prize as platforms monetise sponsored search and visibility.

— Source publishedTue, 16 Jun, 2026, 09:29 IST·First seen Tue, 16 Jun, 2026, 10:22 IST·Source ET BrandEquity

What happened

India's quick commerce battle is shifting from market share to retail media share. Blinkit leads, Zepto overtakes Instamart, and Amazon Now expands to 100

Key facts

  • Blinkit NOV INR 14,386 cr
  • 274 mn orders
  • Zepto NOV INR 7,591 cr
  • 210 mn orders
  • Instamart NOV INR 5,674 cr
  • 113 mn orders
  • Amazon Now 100 cities
  • retail media INR 24,000 cr
  • 25% growth
  • qcom 40% growth

Why this matters

Scout ad-tech, sponsored-search, and retail media SaaS targets to plug into q-commerce platforms before Amazon Now's 100-city rollout sets pricing power.

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