Instamart's AOV rose 33.7% year on year in Q1 2026, from INR 365 to INR 488. Repeat order rate fell 2.8 percentage points in the same quarter.
Key metrics
Avg orders per active user per month: Q1 2026 2.50 vs Q1 2025 2.61
Monthly frequency 2025: Jan 2.67 · Feb 2.57 · Mar 2.58
Monthly frequency 2026: Jan 2.45 · Feb 2.52 · Mar 2.53
AOV: Q1 2026 INR 488 vs Q1 2025 INR 365
Monthly AOV 2025: Jan INR 351 · Feb INR 358 · Mar INR 385
Monthly AOV 2026: Jan INR 481 · Feb INR 491 · Mar INR 491
Repeat order rate: Q1 2026 61.9% vs Q1 2025 64.7%, down 2.8 pp
8.1
Order frequency peaked at 2.67 in January 2025, eased to 2.57 in February, 2.58 in March. January 2026 opened at 2.45, the lowest point across both years, then climbed to 2.52 in February and 2.53 in March. The quarter closed at 2.50 average orders per user against 2.61 a year earlier. Repeat rate moved the same way: 64.7% of Q1 2025 users ordered more than once in the quarter, against 61.9% in Q1 2026.
AOV moved the opposite way every single month. INR 351 in January 2025 versus INR 481 in January 2026, already 37% higher before the quarter had even progressed. February held at INR 491, March held at INR 491. Two flat months back-to-back after the January jump. The frequency low and the AOV entry point landed in the same month: January 2026 is both the weakest frequency reading in the dataset and the moment AOV stepped up to its new range.
A buyer ordering 2.50 times a month at INR 488 spends differently across the quarter than one ordering 2.61 times at INR 365. Total spend per user moved up even as visit count moved down. For a brand asking where Q2 placement effort goes furthest on Instamart, the answer in this data is the order itself, not the frequency of it. The 2.8 pp drop in repeat rate is the number worth tracking next quarter.
Tags: Quick commerce · Swiggy Instamart · Q1 2026 · Consumer panel data · FMCG · Grocery
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