According to data market research firm Datum Intelligence, ecommerce enterprises and online retailers are estimated to send products worth US 12 billion to Indian consumers this festive season, a 23 percent increase from USD 8.7 billion the previous year.

Quick commerce may contribute USD 1 billion in ecommerce sales in terms of Gross Merchandise Value (GMV), according to the analysis. GMV refers to the entire value of items sold on ecommerce platforms, excluding discounts and returns. Ecommerce platforms, their merchants, and large brands are gearing up for strong holiday sales.

This two-month season, which culminates with Diwali, normally generates a large amount of money for e-commerce companies and other businesses. This year, quick-commerce sites like as Zomato-owned Blinkit, Swiggy, Instamart, Zepto, and BigBasket's BB Now are gearing up for an action-packed Diwali, hoping to get a larger market share.

"Quick commer shines out this year. It's unlikely that there will be many non-grocery, non-BPC (beauty and personal care) purchases. But in this area, there will be a dominant player. And this is not only cutting into the sales from the marketplace of modern trade, but it will cut sales from the kirana stores also," said Satish Meena, Datum Intelligence's advisor.

Zepto said its vendors had increased inventory with additional categories for the holiday season, including electrical appliances, beauty goods, and even giving options like plants, in addition to its main categories of kitchen appliances, personal care, and gift packs. "We're working closely with brands to create festival-specific offers," a Zepto spokeswoman stated.

Grocery, beauty, and personal care are likely to drive growth, with rapid commerce accounting for 51% of online grocery purchases compared to 37.6% last year, according to the survey.