Quick commerce is rapidly gaining traction in India’s $1.1 trillion unorganized retail market. Zepto, BlinkIt, Swiggy, and Tata-owned BigBasket’s BB Now are collectively on track to clock annual sales exceeding $6 billion, compared to overall e-commerce sales of approximately $50 billion. Online grocer BigBasket, which delivers grocery to customers within a few hours, said Tuesday it is making a complete pivot to quick commerce.

The Indian e-commerce market, dominated by Flipkart and Amazon India, is growing at about 11% to 12% annually, according to industry figures. In contrast, quick commerce has experienced growth of more than 100% in each of the last three years.