Flipkart Minutes records 4X YoY growth with presence in 150 cities
Gen Z has emerged as the fastest-growing customer cohort on Flipkart Minutes, with the customer base growing nearly 5X year-on-year in the past twelve months.
Flipkart Minutes, the fast delivery service by Flipkart, experienced a fourfold increase in growth year-over-year (YoY) and has now expanded to around 1,200 micro fulfillment centers located in more than 150 cities, according to the company. The service, introduced in August 2024, has generated over 4 lakh direct and indirect jobs since its launch. It has a repeat purchase rate of 60%.
The growth in Tier II and lower-tier cities has been particularly significant, with customer bases increasing nearly 25 times year-over-year in cities like Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem, and Tiruppur. Demand in these markets is expanding beyond daily essentials, with significant uptake in products such as Korean noodles, sauces, ready-to-eat meals, premium skincare, and personal care items.
Gen Z has become the fastest-growing customer segment on Flipkart Minutes, with their customer base growing nearly five times year-over-year in the past year. They contribute to over 45% of orders across categories including beauty, electronics, gaming, wearables, fragrance, health, nutrition, and grooming. Gen Z also accounts for one-third of all gourmet orders on the platform.
Kunal Gupta, Senior Vice President and Head of Flipkart Minutes, noted that the company has transitioned from a convenience offering to a broader shopping channel. Customers now use it for more than just daily essentials, with the platform experiencing rapid growth beyond the largest cities. Gen Z is also introducing new categories and shopping occasions to the platform.
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