For India's ecomm players, the new race is to deliver iPhones in minutes

Bigbasket delivered more than five iPhone 18 Pro and Pro Max devices a minute after sales opened as quick-commerce firms expand beyond everyday essentials

For years, buying the latest iPhone on launch day meant standing in overnight queues or waiting days for delivery. That is now changing as India’s e-commerce (ecom) and quick-commerce (Qcom) companies turn speed into a competitive edge, betting that shoppers increasingly want everything from groceries and personal-care products to premium electronics at their doorstep within minutes.

 

On Friday, sales of the iPhone 18 Pro and iPhone 18 Pro Max opened at 8 am. By 9am, BigBasket had delivered more than 300 devices to customers, or more than five iPhones a minute. The shift marks a new kind of launch-day race: not to be first in line, but first to own the device.

  

“This year, customers on BigBasket ordered from home and had the device in hand before the morning was out -- a shift from being among the first in line to being among the first to own it,” said BigBasket.

 

The devices were sold through the Electronics Store on BigBasket, powered by Croma. The company said Croma brings the assortment, category expertise and consumer trust. BigBasket brings the fulfilment and last-mile network that makes quick delivery of a launch-day product possible. 

 

Launch-day availability spanned the iPhone 18 Pro Max 256GB, the iPhone 18 Pro 256GB, and AirPods 5 ANC with Charging Case.

 

The launch marks BigBasket’s growing position in premium electronics, a category where speed has historically been the hardest thing to offer.

 

India's e-commerce giants are betting on speed to win this year's festival season. Festival online sales are projected to grow as much as 29 per cent this year, reaching up to ₹1.55 trillion from ₹1.2 trillion in 2025, according to Datum Intelligence, as shoppers increasingly expect groceries, electronics and personal care items to be delivered within minutes.

 

Qcom, which promises delivery within minutes, is expected to account for about 16 per cent of sales, up from 12 per cent last year. Amazon, Flipkart, Blinkit, Zepto, and Swiggy Instamart are all expanding their delivery networks into Tier-II and Tier-III towns ahead of the season’s biggest consumption event.

 

Flipkart is expanding its delivery network to meet customer demand ahead of its Big Billion Days shopping event in October. Its qcom service, Flipkart Minutes, now operates nearly 1,200 micro-fulfilment centres across more than 150 cities. The service has quadrupled its business over the past year as it marks two years since its August 2024 launch. The platform’s biggest single order to date was worth ₹6 lakh and included five smartphones. Gen Z has also emerged as the fastest-growing customer cohort on Flipkart Minutes, with its base growing nearly five times in the past twelve months. Gen Z drives over 45 per cent of orders across categories such as beauty, electronics, and gaming.

 

Amazon is also hosting the Great Indian Festival sale event next month, and qcom is expected to play a key role. The company said its ultra-fast delivery service, Amazon Now, has reached $1 billion in annualised gross sales in India in the past three months. Amazon Now orders have doubled every quarter since launch, making it the fastest-growing business in Amazon India’s history.

 

Meanwhile, retailer chain Vijay Sales said it is gearing up to welcome Apple’s latest product line-up, with sales set to commence at 8:00 am on September 18 across its stores and online platform.

 

Customers will be able to purchase the latest iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 from the first morning of availability. The new devices will be available through Vijay Sales’ extensive retail network as well as its online platform, giving customers the flexibility to choose how they shop.

 

Nilesh Gupta, Director, Vijay Sales, said, “Apple product launches consistently generate strong interest among consumers, and we are pleased to make the latest line-up available to our customers from the first morning of sale. Our focus is on ensuring that customers have a seamless experience across our stores and online platform, whether they are exploring the latest features or making their next upgrade. We look forward to welcoming customers as they experience Apple’s newest devices.”