Amazon eyes Swiggy Instamart to boost Quick Commerce in India 

From its humble beginnings in Jeff Bezos’s garage in 1994, Amazon has grown into a global e-commerce titan, revolutionizing the way people shop online. With a vast portfolio that includes everything from cloud computing to entertainment. Amazon continues to seek new growth avenues.  

In a strategic move to enhance its presence in the Indian quick commerce market, e-commerce giant Amazon has initiated talks with Swiggy, one of India’s leading food delivery platforms, to explore potential deals involving Swiggy’s quick commerce arm, Instamart. This development marks a significant shift in Amazon’s strategy as it aims to diversify its services in India, where it fiercely competes with Flipkart. 

Amazon is currently in discussions to either acquire a stake in Swiggy’s ongoing pre-IPO placement or make a buyout proposal specifically for Instamart. This initiative highlights Amazon’s interest in the rapidly growing quick commerce sector, which focuses on delivering groceries and essentials within a short time frame. 

Amazon’s interest in Instamart stems from its efforts to expand its own quick commerce operations, an area it has been exploring for several months. The quick commerce sector offers a lucrative opportunity for Amazon to enhance its service offerings and gain a competitive edge in the Indian market. Additionally, Swiggy’s decision to potentially offload Instamart could provide Amazon with a ready-made platform to accelerate its quick commerce ambitions. 

The negotiations are centered around India, a key market for both Amazon and Swiggy. With its large consumer base and growing demand for quick commerce services, India represents a significant opportunity for expansion and market penetration.  

How will this impact the market? 

While Swiggy is unlikely to sell only its quick commerce business, making a full acquisition of the company by Amazon highly expensive at an estimated valuation of $10-12 billion, the potential deal could reshape the quick commerce landscape in India. Amazon typically does not opt for minority stakes, further complicating the negotiation dynamics. However, securing Instamart would allow Amazon to leverage its existing infrastructure and capabilities to dominate the quick commerce segment. 

Amazon’s move comes after similar discussions between Swiggy and Flipkart last year, which failed due to a valuation mismatch. Additionally, Flipkart has reportedly been in talks with Zepto for a potential acquisition, underscoring the heightened interest in quick commerce among major e-commerce players.