Quick-commerce platforms are experiencing a surge in demand for summer essentials, with ice cream gross merchandise value (GMV) reaching nearly Rs 560 crore in May, up 140% year-on-year, according to data from 1DigitalStack reported by Business Today. Beverages hit Rs 460 crore (up 114% YoY) and face-care products climbed 96% to Rs 380 crore, driven by record temperatures and a shift to instant delivery platforms.
Last-Mile Capacity Under Pressure
The sharp uptick in heat-linked categories is straining last-mile networks. Ice cream and cold beverages require temperature-controlled handling, while the speed demands of quick-commerce (often 10-30 minute delivery windows) force logistics operators to hold inventory closer to consumer clusters. According to Business Today, premium tubs and impulse cones drove much of the growth, indicating a trend toward higher-value items that require careful cold chain management.
Tier-2/3 City Expansion
Industry executives told Business Today that the rapid expansion of Blinkit, Zepto, and Swiggy Instamart into Tier-2 and Tier-3 cities is a key driver, as consumers shift routine purchases from local kirana stores to instant-delivery platforms. Amazon Now and Flipkart Minutes have also rolled out multi-city services, intensifying competition beyond metros. This expansion requires logistics providers to establish micro-fulfillment centers and cold storage in smaller cities, often with less developed infrastructure.
Key GMV Data
| Category | May GMV (Rs crore) | YoY Growth | MoM Growth (April to May) |
|---|---|---|---|
| Ice Cream | ~560 | +140% | +18% |
| Beverages | ~460 | +114% | Not specified |
| Face-care products | ~380 | +96% | Not specified |
Source: 1DigitalStack, via Business Today
Quotes from the Frontline
"We are seeing strong summer-led demand across immediate consumption and on-the-go occasions," said Nitin Bhandari, VP & GM, Beverages, PepsiCo India and South Asia. "Our portfolio spans multiple price points, with a clear focus on making refreshment more accessible."
An Amazon India spokesperson added: "Seasonal categories such as ice creams, cold beverages, fresh fruits and everyday essentials are witnessing a surge in demand. Strong customer response reinforces focus on combining wide selection with great value and ultra-fast delivery. We've expanded our selection, introducing a wider range of ice creams, early-season mango varieties and summer essentials, including swimming gear, ceiling and smart fans."
Implications for Logistics Operators
For freight forwarders and 3PLs, the summer sales spike highlights the growing need for:
- Temperature-controlled last-mile fleets for ice cream, dairy, and beverages.
- Micro-warehousing in Tier-2/3 cities to support 10-30 minute delivery windows.
- Inventory planning for seasonal spikes – ice cream GMV jumped 18% from April to May alone.
- Partnership opportunities with quick-commerce platforms seeking reliable cold chain partners.
Watch List
- Heat persistence: If high temperatures continue into June/July, demand for beverages and ice cream may sustain, further pressuring last-mile capacity.
- Platform expansion announcements: Blinkit, Zepto, Swiggy Instamart, Amazon Now, Flipkart Minutes may accelerate city launches, requiring logistics network buildout.
- Cold chain investments: Monitor whether logistics providers increase reefer van deployments and cold storage in emerging cities.
- Competitive pricing pressure: As platforms compete on speed and selection, delivery cost models may shift, affecting margins for contracted logistics operators.
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