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.

— Filed Tue, 16 Jun, 2026, 10:23 IST · Source ET BrandEquity · Updated

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 cities, leveraging ad-tech strengths as platforms monetise via sponsored search and visibility.

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