Shopping habits are evolving at lightning speed, thanks to the rise of quick commerce (q-commerce) and on-demand delivery. These services are redefining what consumers expect—putting speed, convenience, and instant access to products at the forefront. Whether it’s groceries, meals, fashion, or daily essentials, people now expect their orders to arrive within minutes or hours, not days.
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The Rise of Quick Commerce
Quick commerce is all about ultra-fast deliveries—think 30 minutes to a few hours. This model is booming, especially in India, where the market was valued at $3.34 billion in 2024 and is expected to hit $9.95 billion by 2029, growing at an annual rate of over 4.5%. Recently, Myntra and Nykaa have ventured into the quick commerce sector. Myntra has launched “M-Now” for 30-minute fashion and beauty deliveries, while Nykaa is experimenting with rapid delivery services, including a 10-minute delivery trial in Mumbai.
What’s driving this rapid growth? A mix of factors, including:
– More smartphone users
– A young, tech-savvy population
– An increasing demand for convenience
By 2029, India’s quick commerce market is expected to have over 60 million users, with a 40-45% increase in the user base in just three years. That’s a huge shift in how people are choosing to shop.
How It’s Changing Consumer Behavior
The rise of quick commerce and on-demand delivery has dramatically shifted consumer expectations and shopping habits.
1. Speed and Convenience Are Now Non-Negotiable
Consumers have grown accustomed to getting what they want, when they want it. In the U.S., 70% of consumers ordered delivery in the past month, highlighting the increasing reliance on instant services. Whether it’s food, groceries, or household essentials, people now expect deliveries in under an hour.
2. More Frequent, Smaller Purchases
With ultra-fast delivery at their fingertips, shoppers no longer feel the need to stock up. In Australia, the average online order value has dropped by 23% over the past two years, meaning consumers are ordering more often but in smaller amounts.
3. Lower Tolerance for Delays
Patience is wearing thin—especially for food deliveries. Research shows that Americans start feeling frustrated after waiting just 29 minutes, particularly if the restaurant is nearby. Businesses that fail to meet these expectations risk losing customers.
The Challenges Behind Quick Commerce
Despite its rapid growth, q-commerce isn’t without its hurdles. Companies are scrambling to keep up with demand, expanding beyond food to include groceries, medicine, and other essentials. But this expansion comes with challenges:
Sustainability Concerns – Some experts question whether the business model is built to last. TVS Capital Funds chairman Gopal Srinivasan even called India’s quick commerce boom a “passing fad,” saying it relies too much on private equity and venture capital funding.
Operational Complexities – Delivering at lightning speed isn’t easy. Companies need to invest in dark stores, efficient logistics, and strong infrastructure to keep things running smoothly—all while figuring out how to stay profitable.
What’s Next?
Despite the challenges, quick commerce isn’t going anywhere. In India alone, the market is expected to grow at a 16.6% annual rate, hitting $9.95 billion by 2029. Globally, same-day delivery demand is also skyrocketing, expected to grow by more than 20% in 2024—pushing the market value to nearly $10 billion.
As consumers continue to prioritize speed and convenience, businesses will have to adapt—or risk being left behind. Whether it’s groceries in 10 minutes or last-minute medicine deliveries, the way we shop has changed forever.