It has particularly stood out in Tier 1 and Tier 2 cities.
Rapid commerce is rising as a significant player in India The retail sector has facilitated market growth, altered consumer behavior, and generated employment opportunities, as stated in a report by Kearney.
The uptake has been particularly robust in first-tier and second-tier cities, with customers attracted by the allure of convenience, rapid delivery, and carefully selected items brought right to their doorsteps.
The study revealed that families utilizing this channel are experiencing an increase of 6% to 8% in demand for products across multiple categories.
Purchases driven by impulse buying, seasonal decorations, and gift-giving categories are seeing significant benefits. Additionally, this trend is promoting premiumization, as easier accessibility and quicker delivery times encourage more customers to choose higher-end products.
Although e-commerce and contemporary trade dominate with significant reductions of 13% to 18% off retail prices, quick commerce remains competitive by offering more modest discounts ranging from 6% to 9%.
In contrast, general trade typically provides discounts of only 2% to 5%. Quick commerce thus occupies a middle ground: reasonably priced but more sustainable, thanks to streamlined logistics and reduced waste.
For each INR 1 crore in monthly gross merchandise value (GMW), quick commerce sustains between 62 to 64 jobs—which is comparable to traditional retail (supporting 63 to 66 jobs)—and significantly higher than modern retail (which supports 41 to 42 jobs) and online shopping (covering only 25 to 29 jobs). The localized approach of this sector facilitates employment generation beyond major cities into smaller urban centers as well.
The growth of platform-driven freelance jobs, offering adaptable schedules and chances across multiple platforms, continues to transform employment patterns.
As customer involvement increases, businesses are shifting greater resources towards rapid commerce. This sector, historically led by online shopping and contemporary retail, is now emerging as a key priority for firms aiming for quicker sales and enhanced exposure.
In the future, quick-commerce is anticipated to become an integral part of India’s larger retail landscape instead of superseding current systems. Nonetheless, its impact should keep expanding, fueled by shifting customer preferences, continuous technological advancements, and a compelling offer centered around ease and rapidity.
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