CHAPTER
INTRODUCTION
1.1 INTRODUCTION
1.1 Introduction to the Topic
Quick commerce (q-commerce) refers to a modern retail and e-commerce model that focuses
on delivering goods to Customers at lightning-fast speeds, often within 10 to 30 minutes. It bridges
the gap between traditional e-commerce, which usually has longer delivery times, and on-demand
convenience services, offering unparalleled speed and convenience.
In today’s fast-paced digital economy, consumer expectations for speed and convenience have
evolved significantly. Quick commerce (Q-commerce) is an emerging business model that focuses on the
ultra-fast delivery of goods, typically within 10 to 30 minutes. Unlike traditional e-commerce, which
may take hours or days to fulfill orders, Q-commerce leverages hyper local fulfillment centers, micro-
warehouses, and advanced logistics to meet the growing demand for instant delivery.
Q-commerce is primarily driven by the increasing adoption of Smartphone’s, improved logistics
networks, and the demand for convenience, particularly in urban areas. It is particularly popular for
essential items such as groceries, pharmaceuticals, and everyday household products. Companies
operating in this space, such as Gorillas, Getir, Blink it, Instacart, and Go puff, utilize artificial
intelligence, real-time inventory management, and localized delivery hubs to ensure rapid fulfillment.
The business model thrives on technology and operational efficiency. Dark stores—small,
strategically located warehouses—play a crucial role in ensuring quick dispatch, while gig-economy
delivery personnel enable rapid last-mile delivery. With growing investments in the sector, Q-commerce
is reshaping retail and consumer behavior, setting new standards for speed and convenience.
1.2 Needs of the topic
1. Speed & Convenience
Ultra-fast delivery (10–30 minutes) 24/7 availability for urgent or late-night needs Easy ordering
via apps or websites
2. Product Availability & Variety
Groceries & essentials (milk, bread, eggs, snacks) Medicines & personal care items Last-minute gifts or
electronics Pet supplies.
3. Reliability & Accuracy
Real-time tracking of orders accurate deliveries with minimal errors High service consistency.
4. Competitive Pricing & Discounts
Affordable delivery fees Promotions & loyalty rewards Subscription models for free/discounted
deliveries
5. Quality & Freshness
Fresh groceries & food Proper packaging to prevent damage Hygiene and safety assurance.
1.4 Objectives of the topic
1. Speed and Convenience: Quick commerce prioritizes rapid delivery times, aiming to be faster
than traditional e-commerce, which often takes hours or days.
2. Meeting Immediate Needs: The model caters to consumers' desire for instant access to goods,
enabling them to quickly replenish essentials or acquire items they need immediately.
3. Focus on Urban Areas: Quick commerce is well-suited for urban areas where consumers are
time-constrained and value convenience.
4. Leveraging Technology: The success of quick commerce relies on efficient logistics,
including the use of "dark stores" (mini-warehouses) and optimized delivery networks.
Limitations of the Study
• Geographical Bias: Focused on urban areas where Q-commerce is more prevalent.
• Limited Sample Size: While representative, the sample may not capture all regional variations.
• Rapid Industry Changes: The fast-evolving nature of Q-commerce may impact the relevance of some
findings over time.
