Instamart's Q1 2026 numbers described a platform trading frequency for basket size. Average order value had jumped by roughly a third year on year while orders per active user drifted down.
Q2 reversed the frequency half of that.
Orders per active user per month went from 2.38 in April to 2.53 in May, 2.52 in June and 2.64 in July. That July figure is the highest in any month across 2025 or 2026. Across Q2 as a whole the platform averaged 2.48 against 2.41 a year earlier.
Repeat rate moved the same way. 64.07% of Instamart users placed more than one order across Q2 2026, up from 60.36% in Q2 2025, a gain of 3.71 percentage points.
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Basket size went the other way. AOV peaked at roughly INR 540 in April, then fell to INR 520 in May and INR 500 in June before recovering to INR 520 in July. Against Q2 2025, where the same three months ran at INR 430, 440 and 450, the year-on-year gap is still wide: about INR 520 against INR 440, up 18%. But the within-quarter direction is downward for the first time in this series.
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The two lines crossing is the point. Through 2025 and into Q1 2026, Instamart's AOV climbed steadily while frequency stayed flat or slipped. From April 2026 onward, frequency climbs and AOV flattens. The platform is now adding order occasions rather than basket value.
That matters differently depending on what you sell. A brand in a weekly-replenishment category gets more shelf opportunities per retained user than at any point in the last eighteen months. A brand whose economics need a large basket to justify the listing is looking at a metric that has stopped compounding and started drifting sideways.
Worth noting alongside this: coffee, health drink mixes and cold beverages all gained category share on the platform through the same quarter, and those are exactly the kind of low-ticket, high-repeat items that push frequency up and basket value down at the same time.
Tags: Quick commerce · Instamart · Frequency · AOV · Q2 2026 · Consumer panel data · FMCG
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