Mumbai, Sept. 9 -- Quick commerce contributed nearly a third to online FMCG sales in India, which rose 56% to Rs.9,800 crore in the year ended 31 May, according to Worldpanel by Numerator (formerly Kantar Worldpanel), a global provider of consumer and shopper behaviour insights. Quick commerce sales for fast-moving consumer goods (FMCG) touched Rs.2,800 crore in the same period, surging 80% year-on-year, according to data shared with Mint. E-commerce sales of FMCG rose 47% year-on-year. Despite the rapid growth, traditional mom-and-pop stores still dominate, comprising 90% FMCG volumes, with organized retail and online channels making up the rest. Quick commerce has become "almost indispensable" for large packaged goods companies. Although still at a smaller base, the platform is experiencing rapid growth as consumers use it for last-minute purchases of items like milk, bread, face wash, soaps, oils, spices, and snacks, Worldpanel said. Online household adoption of e-commerce for FMCG in urban India reached 18% in May 2025, up from 9.6% in 2023 and 12.3% 2024. Worldpanel specifically tracked the shopping of households in urban India that make FMCG purchases from online channels at least once in the reported year. Overall household penetration of quick commerce is roughly 4.8%, while the broader e-commerce market's penetration is 16.6%. "Quick commerce is witnessing surge and now reaches nearly 2x individuals versus last year," per the report. Interestingly, in non-metros, e-commerce penetration among online households is 12.2%, while that of quick commerce is way lower at 1.2% but is up from 0.3% in the 12 months ended 31 May 2023 and 0.4% in May 2024. Quick commerce could add Rs.700 crore in incremental growth from non-metros alone as such platforms gain more depth in smaller markets, per the report. "The growth rates in non-metros are very significant. It's a threefold kind of growth from a household penetration perspective. We do see that wherever quick commerce is available it has flourished," K. Ramakrishnan, managing director, South Asia, Worldpanel by Numerator said....