Quick Commerce in India: Trends, Challenges, and Growth Opportunities

Quick commerce (Q-commerce), characterized by ultra-fast delivery timelines of 10–30 minutes, has emerged as a disruptive and rapidly evolving retail model within India’s digital economy. Enabled by rising urbanization, widespread smartphone adoption, and changing consumer expectations for speed and convenience, Q-commerce has gained significant traction, particularly in the grocery and essential goods segments. The proliferation of hyperlocal delivery platforms, dark stores, and data-driven logistics has further accelerated its growth. Despite its strong market momentum, the Q-commerce sector faces critical challenges related to profitability, operational efficiency, workforce sustainability, and regulatory oversight, raising concerns about its long-term viability. This review paper synthesizes insights from existing academic literature, industry reports, and secondary data sources to examine the key trends shaping Q-commerce in India, identify major structural and strategic challenges, and explore emerging growth opportunities. The study contributes to the broader emerging markets discourse by highlighting the implications of ultra-fast digital retail models for consumers, firms, and policymakers.

Quick commerce (Q-commerce); Emerging markets

1. Ailawadi, K. L., & Keller, K. L. (2020). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 96(1), 133–142. https://doi.org/10.1016/j.jretai.2019.10.008 [Google Scholar] [Crossref]

2. Behl, A., Sheorey, P., & Pal, A. (2022). Examining adoption of digital grocery platforms in emerging markets. Journal of Retailing and Consumer Services, 68, 103061. https://doi.org/10.1016/j.jretconser.2022.103061 [Google Scholar] [Crossref]

3. Blume Ventures. (2024). India’s quick commerce sector: Growth and sustainability outlook. Blume Ventures Report. [Google Scholar] [Crossref]

4. D2C Today. (2024). Quick commerce growth in India: Opportunities and challenges. https://d2ctoday.com [Google Scholar] [Crossref]

5. Deloitte. (2023). Digital commerce and the rise of instant delivery in India. Deloitte Insights. [Google Scholar] [Crossref]

6. Economic Times. (2024). Beauty and personal care drive growth in India’s quick commerce segment. https://economictimes.indiatimes.com [Google Scholar] [Crossref]

7. Economic Times Retail. (2024). India’s quick commerce sector faces margin pressure. https://retail.economictimes.indiatimes.com [Google Scholar] [Crossref]

8. Eshopbox. (2024). Quick commerce in India: Logistics challenges and solutions. https://www.eshopbox.com [Google Scholar] [Crossref]

9. FICCI. (2024). Future of retail and e-commerce in India. Federation of Indian Chambers of Commerce & Industry. [Google Scholar] [Crossref]

10. FICCI & RedSeer Consulting. (2023). The evolution of e-grocery and quick commerce in India. Federation of Indian Chambers of Commerce & Industry. [Google Scholar] [Crossref]

11. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519 [Google Scholar] [Crossref]

12. IBEF. (2024). E-commerce and quick commerce in India. India Brand Equity Foundation. https://www.ibef.org [Google Scholar] [Crossref]

13. India Briefing. (2024). Quick commerce market in India and key players. https://www.india-briefing.com [Google Scholar] [Crossref]

14. Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2021). The value proposition of mobile commerce and consumer engagement. Journal of Retailing and Consumer Services, 58, 102379. https://doi.org/10.1016/j.jretconser.2020.102379 [Google Scholar] [Crossref]

15. Khan, N., & Jain, D. (2023). Consumer adoption of hyperlocal delivery platforms in India. Asia Pacific Journal of Marketing and Logistics, 35(6), 1467–1486. https://doi.org/10.1108/APJML-10-2022-0784 16. Kumar, S., & Ayodeji, O. (2024). Hyperlocal delivery models and consumer behavior in emerging markets. Journal of Retailing and Consumer Services, 76, 103582. https://doi.org/10.1016/j.jretconser.2023.103582 [Google Scholar] [Crossref]

16. Morganosky, M. A., & Cude, B. J. (2000). Consumer response to online grocery shopping. International Journal of Retail & Distribution Management, 28(1), 17–26. https://doi.org/10.1108/09590550010306737 [Google Scholar] [Crossref]

17. Rag, A., & Rajan, J. (2024, November 10). Beauty and personal care brands in dull phase find quick fix to glow up. The Economic Times. https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/beauty-and-personal-care-brands-in-dull-phase-find-quick-fix-to-glowup/articleshow/115123259.cms [Google Scholar] [Crossref]

18. Reuters. (2025, February 25). India’s quick-commerce sector may struggle to maintain current growth, Blume Venture’s report says. https://www.reuters.com/business/retail-consumer/indias-quick-commercesector-may-struggle-maintain-current-growth-blume-ventures-2025-02-25/ [Google Scholar] [Crossref]

19. Shankar, A. (2024). Digital convenience and impulse buying in rapid delivery platforms. International Journal of Consumer Studies, 48(2), 345–357. https://doi.org/10.1111/ijcs.12912 [Google Scholar] [Crossref]

20. Tarun IAS. (2024). Quick commerce in India: UPSC notes. https://tarunias.com [Google Scholar] [Crossref]

21. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540 [Google Scholar] [Crossref]

22. Verma, R., & Singh, S. (2023). Impulse buying behavior in online grocery platforms: Evidence from emerging markets. Journal of Consumer Behaviour, 22(5), 1121–1134. https://doi.org/10.1002/cb.2114 [Google Scholar] [Crossref]