Flipkart and Amazon diversify into quick commerce and media as user share drops
Flipkart and Amazon are expanding into rapid-delivery services, short video dramas, OTT streaming and food delivery to counter a fall in their share of active digital shoppers.
Industry insiders say the two e-commerce leaders are pushing into quick commerce, micro-dramas, in-app video and food-delivery offerings. Their combined share of monthly active users slipped from 67% in 2022 to 53% by August 2026, while quick-commerce platforms now hold about 16% of the market. The diversification aims to halt the erosion of their core e-commerce audience.
