Quick commerce is transforming how Indians shop, offering lightning-fast delivery for daily needs. This trend, fueled by startups and tech giants alike, is reshaping the retail ecosystem in India.
The Birth of Quick Commerce in India
The idea of quick commerce was born out of necessity during the COVID-19 lockdown. Aadit Palicha and Kaivalya Vohra, two 18-year-olds from Mumbai, began delivering groceries and medicines to neighbors using bicycles. This humble beginning grew into Zepto, now valued at ₹30,000 crores and making them India’s youngest billionaires.
Quick commerce differs from regular e-commerce by promising deliveries within minutes instead of days. Companies use data analysis and predictive algorithms to stock items in “dark stores” near high-demand areas, ensuring speedy fulfillment.
Changing Consumer Behavior
From ice cream to fresh vegetables, Indian consumers have embraced the convenience of quick deliveries. For instance, 10% of ice cream orders now come through quick commerce platforms like BlinkIt and Zepto.
The model mirrors earlier successes in food delivery by platforms like Zomato and Swiggy. Leveraging their established logistics networks, they transitioned to delivering groceries and essentials, a more lucrative market. Zomato’s quick commerce business, through BlinkIt, is expected to outpace its food delivery segment soon.
The Surge of Quick Commerce Players
Quick commerce has grown by 75% in India in 2023, far outpacing traditional e-commerce, even during a year of subdued consumer spending. Companies like Zepto, BlinkIt, Swiggy’s Instamart, Flipkart’s ‘Minutes,’ and BigBasket are leading the charge. Major players like Amazon and Reliance are also ramping up efforts to capture this market.
New startups, such as Bengaluru-based Origin, are focusing on niches like fresh produce, while established players like Tata’s BigBasket are shifting entirely to the quick delivery model.
Opportunities in Tier 2 and 3 Cities
Interestingly, smaller cities like Nashik are becoming significant markets for quick commerce. Zepto reported reaching 1,000 daily orders in Nashik within six weeks—faster than in metro areas. These underserved markets present growth opportunities for quick commerce players.
Challenges on the Horizon
However, the rapid expansion of quick commerce is not without challenges. Traditional retail players, represented by organizations like the Confederation of All India Traders (CAIT), argue that quick commerce is disrupting small businesses. Reports suggest neighborhood grocery stores have seen a 30% drop in sales since the pandemic.
Additionally, the profitability of quick commerce is under scrutiny. With some platforms delivering even low-cost items like a single milk packet, the cost-per-delivery model poses challenges. Scaling up while maintaining margins remains a pressing issue.
The Future of Quick Commerce
Despite skepticism, quick commerce is set to redefine retail. Collaboration with FMCG companies and innovative logistics strategies may pave the way for sustainable growth. The festive season has already highlighted its potential, with brands like ITC and Mondelez offering exclusive products through these platforms.
As players expand to new regions and refine their delivery models, quick commerce is poised to become an integral part of India's retail fabric, meeting the rising demand for speed and convenience.
