Quick commerce platforms like Blinkit, Zepto and Swiggy Instamart are increasingly turning to advertising revenues to chart a path to profitability, as brands flock to these platforms to tap into a new category of urban, impulse-driven shoppers.

Abhishek Maiti, director at market intelligence firm 1Lattice, said that low-cost, fast-moving consumer goods remain the biggest driver of impulse buying on these platforms. “Major FMCG brands are seeing strong traction in quick commerce. Dabur, for instance, derived about 30% of its FY25 beverage sales from these platforms, while HUL’s ice cream sales via quick commerce accounted for around 10%,” he said.

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