What is quick commerce? The way people shop has drastically changed. We’ve moved from leisurely browsing in stores to the instant gratification of online shopping. But even online shopping now feels too slow. The waiting game, the “your package will arrive in 3-5 business days” message, is a relic of a bygone era. Today, a new force is reshaping the retail landscape: quick commerce, or Q-commerce. It’s not surprising that the revenue in the Quick Commerce sector is expected to hit US$198.06 billion by 2025.
What is quick commerce?
At its core, what is quick commerce? It’s the next evolution of ecommerce, promising ultra-fast delivery, often in under an hour. While traditional retail and even traditional ecommerce focused on convenience and selection, quick commerce makes speed its central value proposition. This model is built to meet the modern consumer’s need for instant gratification, addressing urgent, unplanned purchases of groceries, medicines, and other essentials.
The secret behind this rapid delivery is a sophisticated network of dark stores, small, local warehouses explicitly designed for fulfilling online orders. Unlike traditional retail stores, these dark stores are not open to the public. They are strategically placed in urban areas, close to consumers, allowing for incredibly efficient inventory management and fast delivery. This model bypasses the complexities of a traditional retail storefront, turning every delivery into a highly optimized logistical operation.
Fun fact: In India, Blinkit leads the market with over 1,301 dark stores, while Swiggy ranks second, operating 1,021 dark stores as of the end of Q4 FY25. Another notable competitor, Zepto, has more than 750 dark stores.
The new consumer: Instant gratification and shifting expectations
The rise of quick commerce isn’t just about a new business model; it’s a reflection of a profound shift in consumer behavior. Modern customers are increasingly demanding faster, more immediate service. This expectation, once a luxury, is now becoming the norm. The promise of ultra-fast delivery is changing what buyers expect from all online shopping experiences, not just from Q commerce companies.
The convenience and speed offered by companies like Zappos in the early 2000s, which redefined shoe shopping with free returns and next-day delivery, is now being taken to an extreme. Today, a quick commerce platform like Swiggy Instamart promises to deliver your groceries in minutes, not days.
Our busy, on-demand lifestyles fuel this demand for speed. Whether it’s a forgotten dinner ingredient, a sudden craving, or a last-minute party supply, consumers are looking for a service that can keep up with their spontaneous needs. It is a massive shift from the planned, weekly grocery runs of the past. The success of quick commerce companies hinges on their ability to consistently meet this consumer demand and provide a seamless customer experience.
The mechanics of speed: Dark stores and last-mile logistics
The ability of a quick commerce company to deliver on its promise of speed relies on flawless logistics. At the heart of this system are the dark stores. These small, hyper-local fulfillment centers are strategically placed to ensure drivers have short delivery routes, allowing them to reach customers in minutes. This model completely rethinks the traditional retail supply chain. Instead of one large central warehouse, goods are distributed across many smaller ones. It minimizes the distance for last-mile delivery, the most expensive and time-consuming part of the logistics chain.
A key challenge for any quick commerce platform is perfecting its supply chain and inventory management. With a limited product range compared to a full-sized supermarket, a quick commerce service must carefully select its offerings to match local demand and ensure products are always in stock. Technological advancements in logistics, such as real-time tracking and predictive analytics, play a huge role here. They enable companies to forecast demand, optimize delivery routes, and provide customers with accurate delivery times, directly contributing to improved customer satisfaction and experience.
Fun fact: The number of quick commerce users surged to 675.3 million, attracting many satisfied customers.
Global growth and market dynamics
The quick commerce market has experienced rapid growth globally. In Asia, companies like Swiggy and Instamart in India have expanded to over 100 cities, and Grab in Southeast Asia is leading the charge. It is a prominent superapp in Southeast Asia, functioning in more than 480 cities across eight nations: Singapore, Malaysia, Indonesia, the Philippines, Thailand, Vietnam, Cambodia, and Myanmar.
In Europe, players like Gorillas and Flink have expanded aggressively, though they’ve faced significant challenges. The market is still consolidating, but its influence is undeniable.
Several factors drive this growth:
- The pandemic’s aftermath: Lockdowns accelerated the adoption of online grocery shopping and highlighted the need for efficient, contactless delivery. It created a perfect storm for the Q commerce model to flourish.
- Investment and innovation: The sector has seen a flood of investment, enabling companies to build out their networks of dark stores and invest heavily in technology and marketing. It has led to fierce competition and a race to achieve the fastest delivery speed.
- Changing demographics: Younger generations, digital natives who have grown up with on-demand services, are the primary drivers of this growing demand. They are less brand-loyal and more focused on convenience and speed.
The impact on traditional retailers and the road ahead
The rise of quick commerce presents a significant challenge to traditional retailers and large e-commerce players. Many traditional retailers are now exploring their own quick delivery options, either by partnering with existing platforms or by developing their own mini-fulfillment centers. The landscape is becoming a hybrid model where physical stores, online presence, and ultra-fast delivery capabilities all play a role.
For marketers, this new environment demands a shift in strategy. It’s no longer just about building a strong brand or optimizing for conversions over days. It’s about optimizing for minutes.
- Re-evaluating the funnel: The marketing funnel is shrinking. The time between a user seeing an ad and making a purchase is drastically reduced. We need to focus on high-impact, immediate calls to action.
- Hyper-local targeting: With dark stores serving small geographic areas, marketing efforts must be hyper-localized. Geotargeting becomes paramount, and ad spend needs to be allocated based on the reach of each individual dark store.
- Beyond the sale: The customer experience doesn’t end at checkout. It continues until the moment the product is in the customer’s hands. Positive experiences with real-time tracking and swift delivery are powerful tools for building customer loyalty and driving repeat business.
Conclusion
Understanding what quick commerce is crucial for app developers and marketers who want to establish a strong brand presence. The future of commerce is fast, and companies that master the quick commerce model will lead the way. This shift towards immediacy fundamentally changes how consumers engage with businesses. For app developers, this means creating user-friendly platforms that facilitate seamless transactions and personalized experiences.
Marketers must adapt their strategies, focusing on genuine connections with consumers and leveraging data analytics to anticipate needs. Speed also applies to customer service, as consumers expect quick responses and resolutions. Investing in efficient support systems, including chatbots and AI solutions, is essential.
Additionally, businesses need to streamline their logistics and supply chain management to meet demand effectively. Those that prioritize speed, enhance user experience, and foster meaningful customer relationships will thrive in this evolving landscape. While challenges abound, the opportunities for growth and innovation are immense.
Want to master the fast-paced world of mobile commerce in 2025? Discover all the cutting-edge strategies for e-commerce and quick commerce in our Ultimate Guide to Scale Quick Commerce and E-Commerce Apps in a Mobile-First World. This handbook is designed for developers and marketers to help them dominate the mobile-first landscape!
About the Author
