Authors: Tisha, Kamaljeet Kaur, Aashwin Garg, Saurabh Abrol
Abstract: Quick commerce (Q-commerce) has emerged as one of the fastest-growing segments within the digital retail ecosystem, offering ultra-fast delivery of groceries and daily essentials within 10–30 minutes. In India, platforms such as Blinkit, Zepto, and Swiggy Instamart have significantly transformed urban consumer behaviour by prioritizing speed, accessibility, and convenience. The increasing adoption of smartphones, digital payments, and app-based retail platforms has accelerated the growth of quick commerce services in metropolitan cities. This shift reflects evolving consumer expectations toward instant gratification and time-efficient purchasing solutions. The primary objective of this study is to examine consumer buying behaviour within the quick commerce ecosystem and identify the key factors influencing purchase decisions. The study focuses on variables such as delivery speed, convenience, these factors influence purchase frequency, impulse buying behaviour, and customer loyalty within urban markets. The research adopts a secondary data approach using insights derived from industry reports, market research publications, and publicly available performance marketing data related to quick commerce platforms. Analytical observations were drawn from keyword performance trends, click-through rates, conversion patterns, and promotional campaign performance across search advertising platforms. These indicators provide valuable insights into consumer intent and purchasing behaviour. The findings suggest that consumer behaviour in quick commerce is highly intent-driven, with convenience and delivery speed acting as the primary drivers of platform adoption. Branded search queries demonstrate higher conversion rates, while promotional campaigns significantly influence short-term purchasing decisions. Additionally, frequent small-basket purchases indicate a shift toward need-based consumption rather than traditional bulk grocery shopping. The study concludes that quick commerce is reshaping urban retail consumption patterns by enabling faster decision-making and increasing the frequency of purchases. For businesses operating in this sector, optimizing delivery efficiency, maintaining product availability, and implementing targeted promotional strategies remain critical for sustained growth.
