India’s e-commerce companies are increasingly turning to delivery speed and wider geographic reach as they prepare for the 2026 festive shopping season.

Festive online sales in India are projected to grow by up to 29 per cent this year, reaching nearly ₹1.55 trillion ($17.6 billion), compared with ₹1.2 trillion in 2025, according to Datum Intelligence.

Quick commerce is expected to capture around 16 per cent of festive online sales, up from 12 per cent last year. The segment’s expansion is being driven by growing consumer expectations for groceries, electronics, personal care products and other items to arrive within minutes.

Major platforms including Amazon, Flipkart, Blinkit, Zepto and Swiggy Instamart are expanding their delivery networks beyond major metropolitan areas, with a focus on Tier-2 and Tier-3 cities.

The expansion comes ahead of major festive shopping events, including Amazon’s Great Indian Festival and Flipkart’s Big Billion Days.

The shift highlights how India’s e-commerce competition is increasingly moving beyond discounts and product selection. Faster fulfilment and access to consumers in smaller cities are emerging as important areas of investment as companies prepare for heightened festive demand.