The Instant Gratification Economy: Quick Commerce as the New Growth Engine for Indian D2C Brands
The Rise of Quick Commerce in India
Quick commerce (q-commerce) has rapidly evolved from a convenience-based service to a significant pillar of India’s retail ecosystem. It refers to the delivery of products in under 30 minutes, and in many cases as quickly as 10 to 15 minutes, across categories like groceries, personal care, electronics, and more.
Market Growth and Scale
India’s quick commerce market has expanded significantly in a short span. Valued at approximately 300 million dollars in 2022, it is projected to reach between 5 and 7 billion dollars by 2025. This growth is being driven by rising consumer demand for speed and convenience, with industry estimates indicating a year-on-year growth rate of up to 100 percent, making it one of the fastest-growing segments in Indian retail.
Changing Consumer Behavior
The popularity of q-commerce is being driven largely by young, urban consumers who prioritize convenience and immediacy. In 2024, platforms reported a 40 percent increase in monthly active users. The average number of orders per user rose from 4.4 to 6 per month within a year. Approximately 26 million users in India now engage with q-commerce platforms regularly, and this number is expected to more than double by the end of the decade.
Infrastructure and Fulfilment
A key component enabling quick commerce is the use of dark stores, which are small, strategically located warehouses that are not open to the public. These facilities allow for rapid order fulfillment and efficient last-mile delivery. As of 2024, India had around 1,200 active dark stores across major cities.
Key Players and Market Share
The Indian q-commerce market is currently led by three major players. Blinkit holds the largest market share at approximately 45 percent, followed by Swiggy Instamart at 27 percent as well as Zepto. These companies have secured substantial funding to scale operations. [AS1]
Consumer Psychology: Convenience & Habit Formation
Quick commerce is, without a doubt, more than just a technological shift. It is a behavioral shift deeply rooted in consumer psychology. Its rapid adoption in India has been driven by a combination of emotional triggers, seamless digital experiences, and routine reinforcement. Together, these elements are shaping a new form of shopping behavior where convenience becomes a habit.
Instant Gratification and Emotional Triggers
One of the primary psychological drivers of quick commerce is the human tendency toward instant gratification. Consumers, particularly younger generations such as Gen Z and millennials, are increasingly drawn to platforms that satisfy their needs immediately. The availability of products within minutes removes the traditional wait associated with retail purchases and replaces it with immediate rewards. This not only meets a functional need but also activates emotional satisfaction, often tied to dopamine release during impulse buying. In fact, around 41% make such purchases every 2–3 weeks.
Quick commerce platforms actively encourage this behavior by employing marketing tactics such as flash sales, personalized push notifications, and urgency-based prompts like “only a few left” or “limited time offer.” These strategies are designed to trigger emotional responses, prompting quick decision-making and reinforcing frequent engagement with the platform.
Routine Formation and Behavioral Conditioning
Over time, what begins as occasional use of quick commerce can evolve into a habitual behavior. Notifications timed around predictable needs, such as mealtimes or household replenishment cycles, create a sense of routine. Personalized recommendations based on previous purchases also simplify the decision-making process, encouraging repeated interactions. As a result, consumers start integrating quick commerce into their daily lives, forming shopping habits that are both subconscious and persistent.
The Role of Digital Payments in Lowering Purchase Resistance
Digital payment systems, especially the widespread use of UPI, play a significant role in encouraging habitual spending. Frictionless checkout experiences reduce the psychological resistance typically associated with spending. Since payments are completed with a single tap and without the need to handle cash or input card details, consumers are more likely to make frequent, smaller purchases. Research shows that approximately 75% of users report increased spending due to the frictionless nature of digital wallets, as the process feels effortless and detached from the act of parting with money.
Ecosystem Shift & Impact on D2C Brands
The rapid onset of quick commerce in India has not only altered consumer habits but has also accelerated ecosystem-wide changes, especially affecting D2C brands, kiranas, and retail infrastructure.
D2C Growth via Fast Channels
By 2025, quick commerce platforms are expected to contribute over 30 percent of total D2C sales, with order values jumping 24 times since FY22. Smaller-city brands are witnessing even stronger traction; Tier 2 and Tier 3 regions are delivering 2–3 times higher sales than metros for many digital-first startups.
New Revenue Models & Distribution Lines
D2C companies are increasingly allocating substantial marketing funds specifically for fast-commerce channels. A few brands have raised capital expressly to expand reach via platforms such as Blinkit and Swiggy Instamart.
Kirana Reinvention & ONDC Integration
Small neighborhood shops, or kiranas, are evolving into micro-fulfillment centers. Over 80 percent acknowledge the need to digitize, and 84 percent have begun integrating basic tech such as digital payments and inventory apps.
Concluding Thoughts
The success of quick commerce is not solely the result of faster delivery or better logistics, it lies in its deep alignment with consumer psychology. By offering instant gratification, reducing payment friction, and reinforcing behavior through repeated cues and social validation, q-commerce platforms are creating long-term habits. For D2C brands, understanding this shift is critical. Engagement strategies that focus on personalization, emotional triggers, and timing can transform occasional buyers into loyal, high-frequency customers within this fast-moving retail ecosystem.