I just watched a great episode from The Grow and Convert Marketing Show that breaks down the exact question many of us in marketing have been asking: what should we actually do to increase our AI visibility? The episode cuts through the noise and fearmongering from some of the AI visibility tools and gives a clear, practical framework you can use today. Here’s the short, friendly recap I’d share with a colleague—what I learned, what to avoid, and a simple plan you can implement this week.

Why marketers are suddenly anxious about AI visibility

First, the context: a bunch of CMOs, founders, and marketing leads are opening up AI visibility dashboards, seeing competitors “winning,” and getting understandably nervous. The common pattern is this: an SEO/AI tool runs a bunch of prompts, tallies how often your brand is mentioned in AI overviews, spits out a single percentage or “share of voice,” and then you look bad on paper.

That panic is often misplaced. The episode makes a core point I agree with: these tools tend to prioritize quantity over quality. They measure how frequently your brand appears across a wide net of prompts—but they don’t judge whether those prompts actually matter to your business. In other words, a high visibility score that’s driven by irrelevant, top-of-funnel, or non-buying-intent queries isn’t valuable.

The common traps: irrelevant prompts and false comparisons

Two client examples from the episode illustrate this well:

• A B2B software client saw a competitor showing up in AI overviews for a bunch of queries like “things to do in Illinois,” “most visited cities,” and city-specific travel guides. That competitor publishes consumer-facing content, so they naturally appeared in those AI prompts. But our B2B client sells software to vacation-related businesses—not consumer travel guides—so those AI mentions are largely meaningless.
• A look at SEMrush’s AI brand performance demo for Warby Parker showed a “share of voice” percentage and dozens of specific queries. Some prompts made total sense (e.g., “Which retailers have the best customer reviews for eyewear?”) and mattered to Warby Parker. Other prompts—like “Who offers in-app virtual try-on for glasses?”—might be irrelevant or of very low commercial value.

Both examples show the same problem: tools give a big-picture metric without filtering for intent or business relevance. That metric can make leaders panic even when the brand is doing the right things for its customers.

Two rules that will save you from unnecessary panic

If you remember only two things from this article (and the episode), let them be these:

1. Intent matters. Not all prompts are equal. A mention in a “what are fun things to do in Springfield” overview is not the same as ranking in an AI overview for “best property management software for vacation rentals.” Pick queries aligned to buying intent.
2. SEO fundamentals still matter most. From the data referenced in the episode and our own observations, there’s a strong correlation between ranking in Google search results and showing up in AI overviews (including ChatGPT and Google’s AI responses). So prioritize the core things that make you rank well on Google.

How AI overviews actually decide what to show

The episode summarizes this neatly into two inputs that influence LLM answers like ChatGPT and Google AI overviews:

• Training data: The LLM’s broad knowledge built from public datasets, books, podcasts, and web content. Getting into that training data is a long-term brand effort—centuries of marketing activities add up here.
• Live web search: Many LLMs “search the web” when they don’t have enough internal information, and they use Google or other web sources. That makes your presence in current Google search results a very direct lever to influence AI answers.

Practically: focusing on appearing in top Google results (your domain or reputable third-party pages that mention you) is the most tangible way to influence whether AI mentions your brand.

A simple, practical framework you can implement today

Stop staring at a single “AI visibility” percentage and start controlling what matters. Here’s a step-by-step playbook I’d use right now if I were advising a marketing team with limited budget:

1. Pick 5–10 core topics (not a thousand prompts). These should be the queries that directly indicate buying intent and align with your product. Examples: “prescription glasses online,” “equipment rental software,” “best content marketing agency for SaaS.” Keep them tight and product-focused.
2. Map intent for each topic. Decide whether each topic is TOFU (top of funnel), MOFU, or BOFU (bottom of funnel) and what a successful outcome looks like: visits, demo signups, trial starts, or direct conversions.
3. Audit your current rankings. For those 5–10 topics, track where your pages currently appear in Google. Do this monthly. You can use a paid tool or a simple spreadsheet with manual checks.
4. Fix and optimize your pages. Update content, clarify intent, add conversion opportunities, and ensure pages answer the user’s question better than competitors. This is classic SEO content work—do it well.
5. Earn placements on other relevant pages/lists. If other sites produce “best of” lists or roundups for these topics, get on them. Traditional PR outreach and relationship building still work here—email editors, share case studies, provide data, and be helpful.
6. Monitor AI overviews for those topics, not your overall percentage. If you want, use an AI-tracking tool and focus reporting on those 5–10 queries rather than a single share-of-voice metric.
7. Be wary of short-term “hacks.” Commenting across many Reddit threads, paying for placement, or other manipulative tactics might give transient wins. They’re not a substitute for sustainable SEO and product-driven marketing.

Examples of good vs. bad AI visibility efforts

From the episode, here’s how to classify potential activities:

• Good: Updating core product pages and buying-intent content. This improves organic rankings and is likely to increase AI mentions in meaningful ways.
• Good: Earning placements on authoritative lists that already rank well. That amplifies signals without being spammy.
• Less useful: Trying to rank for dozens of irrelevant prompts the tool suggests. This wastes effort on topics that won’t convert.
• Risky: Paying for placements that violate policies or trying to game AI algorithms with low-quality tactics. Short-term gains can become long-term penalties.

What about expensive AI visibility tools?

There are helpful tools out there that can automate monitoring and give you a big dashboard. But if you can’t justify the budget, you don’t need them to make progress. The hosts suggested a pragmatic alternative:

• Pick your 5–10 priorities, build a simple spreadsheet, and check them periodically.
• Have your team discuss status and actions every month. This focuses your efforts on topics that matter.

If you do decide to invest in a tool later, you’ll have clarity on which queries you care about and can ask the tool to monitor those specifically—rather than relying on whatever list it auto-generates.

Final takeaways — what I’m telling my team

If you’re feeling that uneasiness after opening an AI visibility report, here’s the friend-to-friend advice I’d give:

• Don’t panic over a single share-of-voice number. It’s easy to misinterpret. Ask: which prompts contribute to that number, and do those prompts matter?
• Pick a handful of meaningful queries and own them. Monitoring and optimizing 5–10 buying-intent topics is far more productive than chasing hundreds of irrelevant prompts.
• Double down on SEO basics. Strong organic ranking signals are the most reliable way to influence AI outputs today. Create great content, earn links, and fix UX/conversion issues.
• Use PR and list placements strategically. Getting on trusted lists that already appear in search results is a sensible, scalable tactic to increase the chances AI tools reference you.
• Avoid reliance on hacky short-term tactics. They might work momentarily, but long-term brand and product strength wins.

“Do the basics. If you’re not doing the basics right now, then you’re going to have a lot harder time showing up in AI.” — Summarized from The Grow and Convert Marketing Show

How to get started this week (quick checklist)

1. Pick 5–10 product-related topics with clear buying intent.
2. Search each topic on Google and note the top 3–5 results.
3. Audit your content for those topics—are you answering the searcher’s question? Is there a clear conversion path?
4. Update or create the highest-value pages first (optimize for intent and conversions).
5. Identify 3 external sites/lists where your brand should appear and start outreach.
6. Set a monthly review to check rankings and AI overview presence for your chosen topics.

Closing thought

AI visibility is real and worth thinking about, but it’s not a magic replacement for SEO or product-driven growth. Focus on the queries that drive value, do the SEO fundamentals well, and use PR/list placements to complement your efforts. If you do that, the AI mentions will follow—without the panic and without wasting resources on irrelevant metrics.

If you want to dive deeper, follow The Grow and Convert Marketing Show for more breakdowns like the one I summarized—it’s a great resource for practical, no-nonsense marketing advice.

I recently sat down with Mukund Mohan on his Seattle Side and the East Side podcast to walk through how I think about content, SEO, AI, and affiliate marketing in 2025. I wanted to capture that conversation here—what I’ve learned since my first job out of college at Kissmetrics, what I’d do differently if I were starting today, and the concrete playbook I use now to help B2B companies grow traffic, leads, and revenue.

Table of Contents

• Two-minute backstory (so you know where I’m coming from)
• What would I do differently if I were hired into a startup in 2025?
• How I use AI in content operations (without letting it ruin the brand)
• B2B affiliate marketing—what it is, why it matters, and how I think about it
• When should you start an affiliate program?
• Practical steps to launch an affiliate program that scales
• Wrap-up: diversify, humanize, and build durable systems
• Final thought

Two-minute backstory (so you know where I’m coming from)

My career began when Neil Patel hired me into a marketing role at Kissmetrics. I was an entry-level content marketer—writing blog posts and support documentation, shipping content, building a knowledge base. That blog became legendary. People loved the content so much they used to say they loved the Kissmetrics blog more than the product itself.

Since then I’ve led content teams across startups, founded my own company, and co-founded Stone Press—a B2B affiliate SEO company that scaled aggressively. We drove millions in revenue through SEO, inbound, conversion optimization, and building high-performing teams. We grew to a meaningful business, but platform shifts and core changes in Google’s ranking algorithm hit us hard and forced a pivot. Now I help clients stand up or revitalize their B2B content programs, bringing lessons from both the golden SEO era and the messy, AI-driven present.

What would I do differently if I were hired into a startup in 2025?

If I were starting today in a VC-backed analytics or SaaS company, my role would look familiar but with sharper structure and modern tooling. I’d still be focused on content: blog posts, landing pages, and support articles. But the workflows would leverage AI in tactical ways—especially for speed and iteration—while maintaining a human-first editorial lens.

The core, timeless playbook I still believe in is: write content that impacts people, ship consistently, and distribute through multiple channels. That means building personal brands around the work, maintaining an engaged email list, and ensuring content distribution isn’t dependent on a single platform.

Where 2025 is different is in tooling and distribution risk. AI can accelerate content ops—for ideation, outlines, first drafts, and even keyword research. But it’s also saturating channels with low-quality content. That makes authentic, human insight more visible. If you can create genuinely human content—insightful, narrow, opinionated—you stand out more now than ever because AI content has homogenized a lot of the signal.

Editorial vs SEO-first: When to choose which

There’s a temptation to swing between editorial magazine-style content and pure SEO-driven growth. My experience is that both approaches are valuable—and they can complement each other when done intentionally.

• Editorial-first: Great for brand building, thought leadership, and multi-channel distribution (email, social, podcasts). You ship consistently and build a following.
• SEO-first: Great for predictable, compounding traffic. Focused on bottom-of-funnel pages, evergreen informational content, and systematic updates.

In the past I leaned heavily into editorial and then swung too far into SEO because it delivered consistent ROI. My regret was not doubling down on SEO in one of my projects when it would’ve produced far larger returns. Today I typically architect a hybrid: establish a tight SEO foundation for bottom-of-funnel pages, then layer editorial content and multichannel distribution on top to diversify acquisition.

“Content that impacts people, shipping really consistently. Multi-channel distribution. Build personal brands and a tight email list—then tie everything into a flywheel.”

How I use AI in content operations (without letting it ruin the brand)

AI is a tool, not a replacement. I use it to accelerate research, generate outlines, and scale repetitious tasks (like support article first drafts). But I push back on purely AI-generated outputs being published as-is. The role AI plays is to free up human time for judgment, angle, and unique insight.

Some practical ways I use AI:

1. Keyword discovery and clustering at scale to inform a content plan.
2. Drafting outlines and iterating headlines rapidly so writers can focus on insight and voice.
3. Creating summarized research and citation lists for complex topics to speed the subject-matter expert’s drafting.
4. Automating repetitive support content generation, then reviewing and humanizing it before publishing.

That said, there’s a lot of low-effort AI content out there. You can spot it: a certain flatness in voice, generic examples, and predictable structure. If humans can create authentic content—even something simple like “hello, here’s our human perspective”—that authenticity stands out. The bar for “human” is lower now, because AI-created content often lacks personality.

B2B affiliate marketing—what it is, why it matters, and how I think about it

Affiliate marketing in B2B is underrated. It absolutely works for SaaS companies serving SMBs and mid-market customers. Enterprise is trickier because volumes are lower and buying cycles are longer, but for many SaaS categories affiliate is a significant channel.

The important shift is that affiliate programs do more than just drive direct commissions. They influence who gets mentioned across the web, which affects SEO signals, social buzz, and even the data LLMs learn from. The web is an ecosystem: publishers, review sites, listicles, and micro-influencers all create the signal that search engines and large language models consume. If your competitors are actively courting those publishers with affiliate incentives and you aren’t, you’re losing share of voice.

“If the number three company in the category is willing to pay and number one and two don’t, publishers will feature number three. That mention ripples into search, social, and LLM training data.”

How affiliate programs change discovery

Think of it this way: publishers and content creators monetize by recommending tools. If they can earn an affiliate commission for recommending Product C, they will—especially if Products A and B don’t have a competitive program. As those articles and listicles propagate, they feed into search signals and the datasets used by LLMs. Over time that visibility compounds, which is why affiliate programs are strategic, not just tactical.

Who to recruit as affiliates and how to reach them

I use a two-pronged approach: inbound + targeted outreach.

• Inbound funnel: Maintain a clean signup flow and manage it actively. You’ll get high-volume, low-quality inbound, but occasionally a “golden goose” will sign up. Treat inbound as a lead channel and screen it.
• Targeted outreach: Cold outreach to niche publishers, micro-influencers, and up-and-coming creators. Start small—don’t try to land the top-tier publications immediately. Work your way up the ladder.

The sweet spot is publishers who are hungry, have category-aligned audiences, and don’t already have lucrative deals with incumbents. Offer fair commissions, provide strong creative assets, and build relationships. Micro-influencers and niche YouTube channels are often easier wins than the big review sites early on.

When should you start an affiliate program?

My older view was: build SEO and product-market fit first, then bolt on affiliates. Now I often recommend launching an affiliate program earlier—especially if you’re entering an established category where mentions matter. If search and LLM outputs already favor incumbents, you need every lever available to flip mentions and shape narrative.

A practical sequencing I like:

1. Get your SEO foundation in place: homepage, pricing page, competitor/alternatives pages, key vs/roundup posts.
2. Run modest bottom-of-funnel paid ads if it makes sense to buy initial conversions and test messaging.
3. Launch an affiliate program early enough to start getting mentions from niche publishers and micro-influencers.
4. Layer on editorial and multi-channel distribution to build brand and email lists.

For SEO foundation, a small company only needs 15–30 high-quality pages to start: landing pages, pricing, comparison pages, a handful of evergreen posts. Those pages should be architected for conversion and updated regularly—ideally quarterly. Freshness matters now more than it used to.

Pricing pages and the unforgiving nature of discovery

One concrete example I shared on the podcast: I’ve audited companies where the pricing page had a noindex tag. That tag tells search engines to ignore the page entirely, meaning potential customers can’t easily find pricing via search. If users can’t discover pricing, conversions and organic visibility suffer. That shows how small technical issues can cripple discovery—especially when everything else seems “hot” and working around them.

Practical steps to launch an affiliate program that scales

Here’s a checklist I use when helping clients stand up affiliate programs:

1. Decide pricing and commission structure aligned to LTV and margins.
2. Choose an affiliate platform that integrates with your tracking and payout needs.
3. Create dedicated affiliate landing pages and tracking links (UTMs) so you can attribute properly.
4. Build an affiliate resource hub: creatives, copy snippets, demo videos, comparison charts, and onboarding guides.
5. Start outreach to niche publishers and micro-influencers with tailored offers and co-marketing ideas.
6. Monitor performance, optimize commissions and creative, and slowly trade up to higher-authority publishers.
7. Integrate affiliates into broader BD and PR outreach—affiliate relationships often open doors for partnerships.

Wrap-up: diversify, humanize, and build durable systems

If there’s one through-line to everything I’ve learned, it’s this: don’t be hostage to one channel or one platform. Build a content engine that combines a solid SEO foundation, human editorial voice, smart use of AI to accelerate operations, and strategic affiliate programs to earn mentions across the web.

AI is a force multiplier when used correctly—but it’s not a substitute for real insight. Affiliate marketing is no longer just a growth add-on; in many categories it’s a strategic lever that shapes discovery and long-term visibility. And finally, update your core pages often, watch the technical fundamentals (like whether the pricing page is indexable), and keep your distribution channels diversified so one platform’s disruption won’t sink your growth.

If you’re a marketer, founder, or growth leader, focus on the foundation: homepage, pricing, key landing pages, and a compact list of priority posts. Then add affiliates early if you need to shape category conversation. Use AI to speed up the work, but keep humans in the driver’s seat for voice and angle. Do that, and you’ll build content that actually moves the business.

Final thought

I loved talking with Mukund about this—if you want to dive deeper on any of the tactics above (keyword clustering, affiliate compensation math, onboarding affiliates, or how to structure quarterly content refreshes), I’m happy to share templates and examples. Start small, iterate, and always ask: will this content or program still be driving value in six months? If not, rethink it.

If you’re in sales and you haven’t heard of LinkedIn X-Ray search, buckle up—because you’re about to add a high-precision tool to your prospecting arsenal.

LinkedIn X-Ray search is the practice of using Google (or any search engine) to bypass LinkedIn’s limitations and uncover publicly available profiles—without needing Sales Navigator, InMail credits, or a 1st-degree connection. It works by combining advanced search operators with LinkedIn’s public profile structure to zero in on your ideal prospects.

Why Sales Teams Should Care

Let’s be honest: LinkedIn’s native search is limited, especially if you’re on the free plan. Even with Sales Navigator, filters can be clunky, and LinkedIn isn’t always generous with visibility outside your network. That’s where X-Ray search shines.

With a few smart keywords and operators, you can:

• Find decision-makers at target accounts
• Filter profiles by job title, geography, or tech stack
• Discover hidden talent or past roles that align with your ICP
• Avoid recruiter and job listing noise

A Working Example

Say you’re looking for Content Marketing Strategists in the US at Fortune 1000 companies. Here’s a sample search string you can drop into Google:

site:linkedin.com/in ("content marketing strategist" OR "content lead") ("United States" OR USA) ("Fortune 500" OR "Fortune 1000") -intitle:job -intitle:hiring

Boom. You now have access to dozens (if not hundreds) of profile pages with the right role, right market, and a filter to exclude job listings and recruiter spam.

Pro Tips for X-Ray Mastery

• Use Boolean logic: Combine keywords using AND, OR, - (exclude) and parentheses.
• Stick to site:linkedin.com/in: This narrows results to actual LinkedIn profiles, not groups or jobs.
• Add filters: Use "location", "past company", or "current company" in quotes to refine further.
• Exclude the fluff: Add -intitle:job -intitle:hiring -site:linkedin.com/jobs to avoid noise.
• Use intitle and intext for any mentions on the profile

When to Use It

• Pre-call research
• Target account list building
• Persona validation for ABM
• Prospecting for outbound email or LinkedIn DMs

One Warning

LinkedIn can throttle access or obfuscate some data due to privacy settings. So don’t expect 100% coverage. But for scrappy sellers or SDRs looking for an edge—it’s a goldmine.

So I just got off this incredible conversation with Clark, who’s one of the driving forces behind Bordy – yes, that Bordy, the AI voice connector that everyone in the tech scene seems to be whispering about on LinkedIn and beyond. And let me tell you… this isn’t just another chatbot or networking gimmick. This is something else entirely.

Picture this: you DM an AI on LinkedIn.

It calls you. Not a form, not an email, not a survey—a literal voice call from an Australian-accented AI who somehow makes small talk feel less awkward than your last Bumble date. And after a short, easy chat, it says, “Hey, should I introduce you to someone?” Then boom—real intros to real people with actual context and mutual value. It’s like a super-connector friend who knows everyone, never forgets, and is always available.

Clark gave us the lowdown on how he landed at Bordie. His path wasn’t the traditional ladder-climbing story either—he went from building his own business, dipping into sales, doing a stint in VC, learning startup growth at a company called Reveal in Paris, and even doing B2B work at an e-commerce agency. Eventually, a cold DM to Bordie’s Head of Ops led him into the heart of this fast-moving AI startup. Total serendipity.

Now, here’s the juicy part: what actually makes Bordy stand out?

Clark calls Bordy an “AI superconnector”—but don’t think of it like LinkedIn with voice. There’s no interface. No app to download. No endless forms to fill out. It’s just a DM, a phone number, and a surprisingly human-feeling voice call.

Then comes the magic. Bordy doesn’t just listen. He remembers. He suggests. He connects. And it’s opt-in, both ways. That means the intros are intentional, curated, and not some spammy blast. He sends follow-ups, intros both parties with a thoughtful message, and makes it feel like a friend-of-a-friend intro.

From a marketing perspective, though, Clark admits the positioning is tricky. It’s not a classic B2B tool. It’s not quite B2C either. It lives in this weird (and fascinating) B2P world—Business to Professional. And because there’s no interface, the challenge becomes even bigger: how do you scale something that’s entirely experience-based?

That’s where the genius of Bordie’s go-to-market strategy comes in. Clark and team aren’t just building a product. They’re building a character.

Yep, they actually have a screenwriter on the team helping develop Bordy’s “personality.” Think about that for a second. This is next-level AI marketing. Instead of sterile automation, they’re creating a digital persona—someone you’d actually want to talk to. The Australian accent? Intentional. The humor and empathy? Crafted. And when Bordie “raised” his own $8 million seed round, the headlines weren’t just about funding—they were about an AI raising money on its own. It hit differently. It felt different.

Clark emphasized something important: in an age of AI-driven everything, the winners won’t be the ones with the most APIs or data—they’ll be the ones with personality. AI with charisma. Agents you remember, want to use, and trust. And that’s what they’re leaning into with Bordie.

But how do they keep the content human in this overwhelming ocean of AI junk? According to Clark, it’s all about iterations and intentionality. It’s about having the right principles, good training data, and most of all—context. AI can sound magical if it understands who it’s talking to. That’s why they do deep research on the people Bordie engages with, which helps him tailor conversations and introductions with nuance. Clark believes the future of AI will feel like having your own personal, customized agent—one that really “gets” you.

Clark himself uses tools like Clay, Nanonets, and Lovelable in his own marketing stack. One of the coolest things he shared? He uses Clay to auto-reply to tweets as Bordie. It captures the tweet, does deep research on the person, runs the info through custom prompts, and then replies in Bordie’s voice. Talk about scalable authenticity.

That blend of no-code automation and creative spark is what defines the new marketer, according to Clark. It’s no longer just about writing copy or designing pretty visuals. It’s about being able to build automations, ship MVPs, and tell stories fast—without needing a dev, designer, or an entire agency. AI is reducing the friction between idea and execution to almost nothing.

And if you’re a young marketer reading this? Clark has a message for you: Get curious. Learn tools like Clay, Nanonets, and GPTs. Screenshot your problems, drop them into GPT, and ask better questions. That’s the real superpower now. Knowing how to solve with speed, not just strategy.

Before we wrapped, he told me about one of his favorite campaigns—sending out 200 physical Bordie box-heads with handwritten notes from each AI call. People literally built little cardboard Bordie heads, put them on their desks, and felt a tangible connection to the brand. Old-school meets new-school, and it totally worked.

So yeah, Bordie’s not just another AI product. He’s a whole vibe. A voice. A friend with a few megabytes of empathy. And thanks to folks like Clark, he’s slowly turning AI from something cold and robotic into something personal and unforgettable.

If that’s the future of marketing, sign me up.

• Market Growth: Quick commerce grew from $300M in 2022 to $7.1B in 2025 and is projected to hit $40B by 2030.
• Top Players: Blinkit leads with 45–46% market share, followed by Swiggy Instamart (25–27%) and Zepto (21–30%).
• Expanding Reach: Tier 2 and 3 cities are driving growth, contributing 60% of new e-retail customers since 2020.
• New Categories: Beyond groceries, quick commerce now includes electronics, personal care, and apparel.
• Dark Stores: Specialized hubs cut costs by 40% and enable 15–30 minute deliveries, with 1,000+ stores planned by 2027.
• AI & Automation: AI-driven inventory systems improve efficiency by 30–50%, while drones and robots are reducing delivery times.
• Sustainability: Companies are adopting green delivery methods, like electric bikes and eco-friendly packaging.
• Payment Innovations: UPI dominates, with 90% of Gen Z preferring it, alongside advanced tools like voice commands and BNPL.
• D2C Partnerships: Direct-to-consumer brands now account for 30% of sales, with 24× growth in order value since FY22.
• Market Consolidation: Mergers and new regulations are reshaping the competitive landscape, with fewer players expected by 2030.

Key takeaway: Quick commerce is not just about speed – it’s about innovation, efficiency, and meeting changing consumer demands.

Quick Commerce in 2025: Boom or Bust? |Air India + Vistara: The Business Class Battle |EV Revolution

1. Growth in Tier 2 and 3 Cities

Quick commerce is making waves beyond India’s big cities, with smaller towns and rural areas becoming key players in this transformation. Since 2020, nearly 60% of new e-retail customers have come from Tier 3 and smaller cities, showcasing spending habits that rival those in metro areas.

By 2026, these regions are expected to account for up to 50% of India’s e-commerce activity, signaling a major shift in the retail landscape.

Market Indicator	Current State	2026 Projection
E-commerce Contribution	35%	50%
Facility Cost Savings	25–40% lower than metro areas	–
New Seller Origin	>60% from Tier 2+	–

This growth is fueled by cost advantages and changing consumer behaviors. The government is also stepping in with initiatives like the Urban Infrastructure Development Fund (UIDF), which invests INR 100 billion (about $1.3 billion) annually to support quick commerce in smaller cities.

"2025 will see rapid expansion of quick commerce as new categories (beyond Grocery) & new cities (Tier2+) drive stronger growth. We estimate 75% YoY growth in QC driving share gains." – Bernstein report

While affordability is still a priority, there’s a growing appetite for premium brands and high-quality products. The success of hyper-value platforms in these areas highlights the need for retailers to strike a balance between cost and quality.

Interestingly, over 60% of new e-retail sellers since 2021 have come from Tier 2 and smaller cities. This rise in local entrepreneurs is adding diversity to marketplaces, with logistics improvements expected to handle 45% of India’s total e-commerce volume by 2025.

Other factors driving this growth include:

• Increased trust in peer reviews and influencer recommendations
• Wider adoption of online payment systems
• Localized services catering to neighborhoods within a 3-mile radius

These developments paint a promising picture of how smaller cities are reshaping India’s e-commerce story.

2. High-End and Time-Based Products

As quick commerce spreads to new regions, it’s also diving into premium product categories – marking a shift that aligns with changing consumer preferences. By 2025, premium and non-essential orders are expected to make up 20–30% of this market’s share. This evolution, from basic necessities to high-end goods, reflects the broader transformation of retail through advanced technology, with the sector projected to grow by 73–76% in FY 2024.

Premium Category	Growth Drivers	Market Impact
Electronics	Smartphones, accessories	Higher AOV, tech-savvy consumers
Fashion & Beauty	Trend-driven styles, personal care	$8–10B market by 2028
Jewelry	High-quality ornaments	Boost during festive seasons
Home Appliances	Smart devices, premium gadgets	Expanded customer base

A standout example of this premium shift is Blinkit’s collaboration with Apple Premium Reseller Unicorn Infosolutions. Together, they launched the iPhone 16 series for quick delivery, offering credit card EMI options. This move boosted Blinkit’s average order value to INR 625 (around $7.60) in Q2 2024.

Platforms are also tapping into seasonal and curated collections. Paul Hylla, founder and CEO of Besser im Glas Tee, emphasizes the importance of starting small and scaling thoughtfully:

"The key lessons would be the importance of starting small and testing the market. It’s crucial to understand your production capabilities and customer demand before scaling up".

To maintain premium quality, platforms rely on:

• Temperature-controlled logistics to handle perishables
• Real-time tracking systems to monitor premium shipments
• Specialized packaging designed for high-value items

Deepak Batra, Founder of Webdaksha, highlights the importance of precision when handling perishable goods:

"When shipping perishable goods internationally in e-commerce, ensuring timely delivery is all about precision and planning."

This trend is especially prominent in mature markets, where average selling prices are 10–25% higher than in emerging markets. Platforms are capitalizing on festive demand, with items like gold jewelry seeing a surge during major Indian celebrations.

The focus on premium products is driving rapid growth, with projections of 75–85% by 2025. To meet these demands, platforms are heavily investing in storage and delivery infrastructure to ensure both quality and timely service. This expansion continues to redefine the retail landscape.

3. Local Delivery Network Updates

Local delivery networks are transforming at a fast pace, driven by changing consumer expectations and the push for premium services. The hyperlocal delivery market is on track to grow at an impressive 14.4% CAGR, potentially hitting a massive $5.18 trillion valuation by 2030.

Leading platforms like Zepto, with its 250 hyperlocal dark stores, and Blinkit, operating 1,007 ghost stores, are adopting micro-fulfillment strategies to streamline inventory management in densely populated areas. Meanwhile, Delhivery’s 2021 partnership with FedEx Express has significantly improved cross-border logistics and delivery efficiency.

Interestingly, rural markets are becoming a key focus, as 60–65% of new internet users are emerging from these regions. To cater to this demographic, companies are rolling out localized solutions like regional warehousing, mobile tracking, interfaces in local languages, and specially trained delivery teams. ElasticRun, for example, has bridged the gap between local Kirana stores and suppliers, solving last-mile delivery challenges in areas that are hard to reach. These initiatives, powered by advanced technology, are setting new benchmarks in delivery efficiency.

Artificial intelligence is also playing a pivotal role in reshaping delivery operations. AI tools have reduced delivery times by 31% and fuel consumption by 14%. Real-time tracking has increased customer satisfaction by 28%, while predictive analytics now help forecast demand and identify potential supply chain issues.

This growing infrastructure aligns perfectly with the rise of omnichannel retailing, where 73% of shoppers use multiple platforms before making a purchase. The focus on smarter and more sustainable delivery methods not only cuts shipping costs but also supports the industry’s commitment to eco-friendly practices. This is particularly crucial, as last-mile delivery alone accounts for 53% of total shipping costs.

4. Smart Inventory Systems

AI-driven inventory management is transforming quick commerce, improving demand forecasting accuracy by an impressive 30–50%. This leap in efficiency has led to real-world success stories that highlight its potential.

For instance, White House in Hyderabad managed to cut slow-moving stock surplus by 15% and boost the availability of fast-moving products by 28% within just six months. Similarly, Being Human saw a 10% increase in full-price sell-through while reducing store inventory by 23% after adopting AI-powered inventory systems.

The impact of AI on key performance metrics is undeniable:

Metric	Improvement
Supply Chain Errors	Reduced by 20–50%
Operational Efficiency	Increased by 65%
Workforce Management Tasks	50% automation
Cost Reduction	10–15% decrease

Since 2020, the adoption of AI in retail has grown by 25% annually, with 90% of retailers now actively pursuing AI projects. The results speak for themselves: 87% of retailers report a positive impact on revenue, while 94% have seen operating costs drop.

"Retailers need AI tools that gather demand signals, identify products based on demand behavior, and cluster them together. AI must help determine which stores can sell a product and which cannot, with high certainty. More importantly, AI must optimize decisions."

• Chinmay Nayak, Head of Sales India at Onebeat

Smart inventory systems take the guesswork out of stock management by analyzing historical sales data, market trends, and customer behavior. These systems automatically reorder products when stock levels dip below set thresholds, significantly reducing manual effort. This seamless stock control also opens the door to adaptive pricing strategies.

But these systems go beyond just inventory management. They enable dynamic pricing, adjusting prices in real time based on demand and market conditions. This level of sophistication is becoming increasingly vital as the Indian quick commerce market edges closer to its projected $5.5 billion valuation by 2025.

One standout example is Incu, a Shopify merchant that saw a staggering 300% year-over-year sales growth after automating its inventory management with AI.

5. Rise of Dark Stores

Dark stores are specialized fulfillment hubs designed exclusively for processing online orders. Unlike traditional retail spaces, they aren’t open to walk-in customers. Positioned strategically in urban areas, these facilities aim to deliver orders within a tight 2-3 km radius, often within minutes. This setup is fueling a massive shift in the retail landscape, with the market poised for substantial growth.

Projections indicate that the total dark retail space will expand from 24 million to 37.6 million square feet between 2023 and 2027, tapping into a $150 billion opportunity across grocery and non-grocery categories .

Aspect	Current State (2025)	Future Target (2027-28)
Market Valuation	$5.5 billion	$35-40 billion
Active Dark Stores (Blinkit)	526 stores	1,000 stores
Active Dark Stores (Swiggy)	523 stores	1,061 stores
Rental Rates (Delhi)	$1.80-2.40/sq ft/month	–
Rental Rates (Bangalore)	$0.60-9.40/sq ft/month	–

Blinkit, which holds a 40% share of this market, reported an impressive 122% year-over-year growth, adding 149 new dark stores in FY24. Swiggy Instamart has also been scaling aggressively, expanding its operations from 27 cities in March 2024 to 43 cities. This rapid expansion reflects the sector’s focus on reducing costs and improving operational efficiency.

"Consumer habits are shaped in a way that they expect quicker delivery and are more used to online shopping. Dark stores are located in a way that the q-commerce platforms can deliver in 15 to 30 minutes." – Vimal Nadar, Senior Director and Head of Research, Colliers India

The cost savings are striking – fulfilling orders through dark stores cuts costs by 40% compared to traditional methods. These savings, combined with their urban locations, allow companies to offer ultra-fast deliveries while staying profitable.

Amazon is also testing the waters with its "Amazon Tez" pilot program in Bangalore. This initiative promises 10-15 minute deliveries for groceries and daily essentials, with plans to branch into beauty, home, and kitchen products.

However, the sector isn’t without challenges. Hygiene standards and property accessibility remain significant hurdles. As Ajay Rao, CEO of Emiza, explains:

"There is also a challenge in terms of the hygiene levels and the accessibility of properties. Many properties do not meet regulatory norms".

Despite these obstacles, dark stores are creating a wave of employment opportunities, with an estimated 400,000 new jobs expected by the end of 2025. In Tier 1 and Tier 2 cities, they are quickly becoming the backbone of the quick commerce ecosystem.

6. Direct-to-Consumer Brand Teams

By 2025, the fusion of quick commerce with direct-to-consumer (D2C) brands has expanded far beyond groceries, making waves in categories like electronics, fashion, and personal care. This shift is projected to fuel a sector growth of 75–85%, pushing the market’s value to approximately $5.5 billion.

The numbers speak volumes. Since FY22, partnerships between quick commerce platforms and D2C brands have resulted in a staggering 24× increase in order value. D2C brands now contribute to over 30% of total sales, with smaller cities outperforming metros by achieving 2–3 times higher sales.

Performance Metric	Current State (2025)
Market Size	$5.5 billion
Order Value Growth	24× since FY22
D2C Brand Share	>30% of total sales
New Dark Stores (FY24)	~2,000 stores
Average Sales Growth	45% year-over-year

These figures highlight the success stories of emerging D2C brands. Take Earth Rhythm, for instance – a beauty brand that skyrocketed its monthly sales from $6,000 to $180,000 within just 18 months on Blinkit. Another standout, 4700BC, a gourmet popcorn brand, now generates a whopping 87% of its total sales through quick commerce platforms, maintaining a 45% year-over-year growth rate.

"Among online sales from traditional e-commerce platforms like Amazon and Flipkart, and direct website sales, it’s in quick commerce that we see the highest consumer engagement. It’s now integral to our overall digital strategy", says Chirag Gupta, Founder & CEO of 4700BC.

Fashion brands are also riding this wave of innovation. For example, NEWME introduced a 90-minute delivery service in Gurugram, which received over 100 orders in just 30 minutes. Today, they cater to 18 areas across Delhi-NCR. Similarly, Decathlon and Zepto have rolled out 10-minute delivery services in 16 cities, setting a new benchmark for speed and convenience.

To thrive in this fast-paced environment, D2C brands are adopting specific strategies:

• SKU Optimization: Focus on identifying and maintaining a steady supply of high-demand products.
• Supply Chain Adaptation: Build systems capable of managing frequent, smaller dispatches efficiently.
• Margin Management: Fine-tune pricing to balance platform commissions while ensuring profitability.
• Data Analytics: Use platform data to sharpen marketing efforts and streamline inventory management.

An extensive network of dark stores plays a pivotal role in enabling these achievements. By ensuring rapid local inventory management and near-instant deliveries, these stores help meet consumers’ growing appetite for on-demand fulfillment. The result? Faster service and happier customers.

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7. New Payment Methods

Quick commerce is evolving rapidly, thanks to advancements in digital payment systems. By 2025, payment technologies are expected to play a crucial role in driving growth, with the market projected to surge from $5 billion in 2024 to $40 billion by 2030.

Among these methods, UPI (Unified Payments Interface) stands out, especially with Gen Z, as over 90% of them prefer it for transactions. In October 2024 alone, UPI handled an impressive 16.6 billion transactions, with monthly person-to-merchant transaction volumes reaching $80 billion.

Payment Method	Transaction Fee Range
UPI	0% – 0.25%
Debit Cards	0.4% – 0.9%
Net Banking	1.0% – 1.5%
Credit Cards	1.5% – 2.2%
Digital Wallets	1.5% – 2.5%
BNPL (Buy Now Pay Later)	3.5% – 5.0%
International Cards	3.0% – 4.5%

These figures highlight the growing importance of digital payment options and pave the way for innovations aimed at improving accessibility and security.

The National Payments Corporation of India (NPCI) has taken significant steps to make digital payments more inclusive. Their UPI123Pay and Hello!UPI services enable instant transactions on feature phones using voice commands in regional languages.

"Consumers demand speed, convenience, and integration across shopping channels. To meet these demands, businesses must invest in flexible, advanced payment solutions – from digital wallets and contactless payments to embedded finance systems – that facilitate frictionless commerce."

• Rahul Kothari, Chief Operating Officer at Razorpay

The embedded finance sector is also experiencing remarkable growth, with expected revenues climbing from $4.8 billion in 2022 to $21.1 billion by 2029. For instance, Razorpay’s DigiPOS has increased customer conversion rates by 17% at Apple Premium Resellers. Similarly, their AI-powered assistant, RAY, offers businesses real-time payment insights and has cut infrastructure costs by 30%.

Recent policy changes by the Reserve Bank of India (RBI) are further enhancing the payment landscape. Interoperability across prepaid payment instruments (PPIs) via UPI now allows fully KYC-compliant PPIs to process payments through third-party apps. Upcoming features in UPI 3.0 promise to streamline transactions even more with:

• Offline payment capabilities
• International payment options
• Voice-assisted transactions
• Auto-split payment functionality
• Enhanced recurring payment features

These advancements not only improve the efficiency and security of transactions but also reinforce UPI’s position as one of the most cost-effective payment solutions available. With such developments, the payment ecosystem is perfectly aligned to support the fast-paced demands of quick commerce.

8. Automated Delivery Tests

India’s fast-growing quick commerce sector is leaning heavily on automated delivery systems. Take Skye Air in Gurugram, for example – they managed 1.2 million deliveries in 2024, averaging an impressive 150,000 packages per month.

In February 2025, Apollo Hospitals and TechEagle launched India’s first 10-Minute Diagnostic Drone Delivery (D3) service. These AI-powered drones transport liquid biopsy samples from collection centers to labs in just 10 minutes.

At Aero India 2025, ideaForge unveiled four new UAVs, including the SWITCH V2, which boasts a 25% boost in performance.

"Every minute counts in healthcare. While food and e-commerce deliveries happen in minutes, critical medical samples still take hours. That delay can be the difference between life and death. With TechEagle’s AI-powered drones, Apollo Hospitals ensures that liquid biopsy samples – essential for early cancer detection – reach labs in just 10 minutes. The healthcare industry deserves the same speed and efficiency as consumer logistics, and we’re making that a reality."
– Vikram Singh Meena, Founder & CEO, TechEagle

This shift toward automation highlights a broader trend: automated systems are poised to transform urban delivery. Experts predict that by 2030, 70% of urban deliveries will rely on automated systems. These advancements bring several benefits to the table:

• Cost Savings: Automated robots can reduce delivery costs by 25% through better route planning and traffic monitoring.
• Round-the-Clock Operations: AI systems don’t tire, ensuring consistent service at all hours.
• Faster Deliveries: Drones and robots can bypass congestion, dramatically cutting delivery times.

"At ideaForge, we innovate with purpose, creating UAVs that address the unique challenges faced by defense forces and industries. Our latest lineup – NETRA 5, SWITCH V2, Tactical UAV, and Logistics UAV – embodies our commitment to enhancing national security, operational efficiency, and industrial capability."
– Ankit Mehta, CEO, ideaForge

That said, India’s automated delivery systems still face hurdles. For instance, human delivery services remain relatively inexpensive, costing around ₹40–50 per parcel, compared to $5–6 in the U.S.. However, as technology becomes more affordable and efficiency gains grow, the scales are expected to tip increasingly in favor of automation.

9. Green Delivery Methods

Quick commerce companies in India are embracing greener delivery methods, aiming to combine fast service with a focus on sustainability. This change is driven by the fact that nearly 80% of Indian consumers are deeply concerned about sustainability and climate change.

Leading the charge in this movement are companies like Blinkit and Zepto. Blinkit has committed to cutting its carbon emissions by 30% by 2025, introducing electric delivery bikes and eco-friendly packaging in select cities. Meanwhile, Zepto has rolled out a pilot program using electric vehicles, targeting lower fuel costs and reduced emissions. These efforts are paving the way for more environmentally conscious innovations in the industry.

"Decarbonization results in cost savings, new revenue streams, and brand loyalty, in addition to ecological and social benefits." – Chandrajit Banerjee, Director General, Confederation of Indian Industry

Companies like Zypp Electric and eBikeGo are also reshaping last-mile logistics with their electric fleets and battery-swapping models. This approach minimizes charging downtime, making electric vehicles a more practical option for quick commerce operations.

Sustainability efforts extend beyond just vehicles. Swiggy Instamart, for instance, is leveraging AI-driven stock prediction and energy-efficient hubs to cut waste, aligning with the preferences of 90% of customers who favor eco-friendly packaging.

Here are some of the key green initiatives shaping the quick commerce sector in India:

Initiative	Impact
Electric Vehicle Fleet	Cuts fuel costs and lowers emissions
AI-Powered Stock Management	Reduces food waste and excess inventory
Eco-Friendly Packaging	Replaces millions of plastic containers
Micro-Fulfillment Centers	Lowers energy use and shortens delivery distances

"Consumers in India care about the environment – but it’s not the only thing on their minds. Brands can encourage more sustainable purchasing and living in India by addressing shoppers’ desires for health, quality, and cost." – Ravi Swarup, Partner, Bain & Company

Packaging innovation has been particularly impactful. Pepcom India’s shift to eco-friendly packaging has eliminated more than 6 million plastic containers. Additionally, 83% of Indian consumers rate the environmental impact of packaging as ‘important’ or ‘very important,’ significantly higher than the global average of 61%.

As India’s quick commerce market heads toward a projected value of $5 billion by 2025, environmentally responsible delivery methods are becoming essential. With over 70% of consumers considering sustainability in their buying decisions, these green initiatives are not just a trend – they’re shaping the future of the industry.

10. Market Rules and Mergers

India’s quick commerce sector is undergoing a transformation, shaped by regulatory changes and market consolidation. In 2025, new rules and mergers are redefining how companies compete. The Competition Commission of India (CCI) has rolled out regulations aimed at tackling predatory pricing and deep discounting. One key update, the 2025 Cost Regulations, introduces a pricing framework that applies across industries, including the digital economy.

"The Cost Regulations 2025 establish a sector-agnostic, cost-based framework that is flexible and adaptable to various industries, including the digital economy."
– Competition Commission of India

The market is consolidating rapidly. With 61 quick commerce startups currently operating, many are feeling the pressure to merge or exit. Meanwhile, the top three players – Zepto, Blinkit, and Instamart – have each surpassed $1 billion in revenue for FY24. By 2030, the sector is expected to claim 15% of India’s $250 billion grocery market.

Market Aspect	Current Status	2025 Projection
Major Players	6–7 companies	Reduced number due to consolidation
Market Share	Top 3 players > $1B revenue	15% of a $250B grocery market by 2030
Regulatory Focus	Predatory pricing	Cost-based pricing assessment
Startup Count	61 active companies	Fewer startups due to exits and mergers

Companies are now required to review their contractual terms, adhere to stricter storage and handling rules, and ensure transparency in seller and product information.

"There are six to seven players today. That number won’t hold. Some will exit, while others will merge."
– Sumat Chopra, Partner & India Head, Kearney

Recent moves highlight this trend. Walmart has expanded its quick commerce operations to 20 cities, and Reliance Retail has successfully acquired Metro AG. As the industry shifts, businesses are adapting to updated rules around storage, labeling, and transportation while focusing on profitability rather than rapid expansion.

These developments underscore a clear shift in the market: a move toward sustainable and efficient operations. This evolution is setting the tone for the future of India’s quick commerce industry.

Market Leaders Performance Data

Data from early 2025 highlights advancements in delivery speed, fulfillment efficiency, and inventory management. These improvements showcase the strides market leaders are making in shaping the quick commerce landscape.

Companies at the forefront have significantly enhanced delivery speeds by strategically positioning dark stores and using AI-driven routing systems. For instance, Amazon’s ultra-fast delivery pilot, Amazon Tez, operating in Bangalore, consistently achieves grocery and essentials deliveries within 10–15 minutes. Alongside speed, expanding into new geographic regions has been a key growth driver.

Growth in Tier 2 and Tier 3 markets has also played a pivotal role, supported by advanced inventory systems designed to maintain optimal stock levels across varied regions. Investments in technology have further strengthened the market position of major players. Walmart, for example, has integrated AI-powered inventory systems to create a seamless network connecting its stores and fulfillment centers.

Additionally, the adoption of cloud-based inventory systems has accelerated the quick commerce sector’s evolution. This shift has fueled growth in the retail cloud market, which is projected to rise from $28.3 billion in 2024 to $81.3 billion by 2030.

These advancements reflect a market that is maturing rapidly, where sustained success hinges on balancing ultra-fast delivery, efficient inventory systems, and strategic expansion efforts.

Conclusion

Quick commerce, trend-first commerce, and hyper-value commerce are reshaping the retail landscape in India. With the market projected to grow to $5.5 billion by 2025, this shift highlights how technology and changing consumer habits are driving adoption across the country’s varied regions.

In the digital retail space, quick commerce has taken center stage, redefining how people shop and what they expect from delivery services.

"Quick commerce is uniquely positioned across Proximity, Pricing & Selection & will continue to grow at 75-100 per cent YoY vs retail at low teens" – Bernstein Report

Looking ahead, the sector is expected to maintain strong momentum, with a projected CAGR of 16.07% from 2025 to 2029, potentially reaching $9.77 billion. To keep pace with this growth, retailers need to enhance supply chains, adopt advanced inventory management technologies, and broaden their service offerings to cater to diverse customer demands.

Quick commerce is not just changing how people shop – it’s reshaping the entire retail ecosystem. With speed, efficiency, and technology at its core, this evolution marks the beginning of a new chapter in Indian retail.

FAQs

What role are Tier 2 and 3 cities playing in the growth of quick commerce in India?

Tier 2 and 3 cities in India are emerging as major players in the growth of quick commerce. With rising disposable incomes, rapid urban development, and improved internet connectivity, these regions are driving a noticeable shift in consumer behavior. People in these areas are increasingly seeking faster delivery options for a wide range of products. While groceries remain popular, the demand now extends to essentials, electronics, and more.

Improved logistics networks in these cities are helping businesses expand their reach and keep up with the growing expectations of consumers. By tailoring their strategies to meet the specific demands of these markets, companies are not only boosting their presence but also shaping the future of retail and quick commerce in India.

How do AI and automation improve the speed and efficiency of quick commerce deliveries?

AI and automation have become game-changers for speeding up quick commerce deliveries and making them more efficient. By leveraging predictive analytics, these technologies can forecast demand with impressive accuracy. This helps businesses manage inventory better, ensuring products are stocked and ready where and when customers need them. On top of that, AI enhances route planning for delivery drivers, cutting down delays and shaving valuable time off delivery schedules.

Automation takes things a step further by accelerating order processing and enabling real-time tracking of shipments. For instance, automated systems are particularly effective in handling last-mile deliveries, ensuring packages arrive on time while keeping operational costs in check. Together, AI and automation empower retailers to meet the growing demand for speed and reliability in the fast-paced world of quick commerce.

What steps are quick commerce companies in India taking to make their delivery operations more sustainable?

Eco-Friendly Practices in Quick Commerce Delivery Operations

In India, quick commerce companies are making strides toward greener delivery operations by embracing eco-friendly practices. A major shift is happening as many of these businesses are switching to electric vehicles (EVs) for their fleets. This transition significantly cuts down on carbon emissions, offering a cleaner alternative to traditional fuel-powered vehicles.

Another area of focus is reducing packaging waste. Companies are increasingly using recyclable and biodegradable materials to package their products, which helps curb the environmental impact of single-use plastics. On top of that, they’re leveraging advanced technologies to optimize delivery routes. By streamlining routes, they not only improve delivery efficiency but also reduce fuel consumption.

These changes reflect a broader movement toward sustainability, driven by the growing awareness of environmental issues among both businesses and consumers.

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