Quick commerce (Q-commerce)

Quick commerce (Q-commerce): It gained prominence during the COVID-19 pandemic, initially serving lockdown customers. Despite the pandemic ending, Q-commerce continues to reshape shopping habits, especially in urban India.

• About Q-commerce: A subclass of e-commerce facilitating rapid deliveries (10–20 minutes) to customers.

o Operates through dark stores (warehouses solely for online order fulfillment) and distribution centers.

o Close proximity to consumers ensures faster deliveries.

• Advantages over Traditional Retail: Mobile app-based platforms use customer data for a customized shopping experience.

o Enables better inventory planning based on demand patterns (e.g., seasonal or demographic influences).

• Benefits for Brands & Retailers: A study by IIM Ahmedabad’s Centre for Transportation and Logistics highlights Q-commerce’s role in brand awareness.

o EY-Parthenon attributes growth to low-cost manpower availability and abundant choice for consumers.

• Supply-side advantages: Large platforms can distribute frozen/chilled products without expensive freezers in Kirana stores.