SynopsisAmazon and Flipkart are expanding into quick commerce, microdramas, OTT videos and food delivery as they lose active users to 10-minute delivery platforms. Their combined monthly active user share fell from 67% in 2022 to 53% in August 2026, while quick commerce apps’ share rose to 16%.The aggressive push by ecommerce giants Flipkart and Amazon into quick commerce, alongside their entry into microdramas, in-app OTT videos and food delivery, is aimed at arresting a sustained decline in their share of active digital commerce users to 10-minute delivery platforms, industry executives and analysts said.Both companies are rapidly expanding their quick commerce operations to compete with the early movers in the segment. Meanwhile,Now Playing