From click to kerb in minutes: unpacking the Q-commerce boom and its impact on consumer wellbeing in India

Abstract

Quick commerce (Q-commerce) is revolutionising online shopping in India, by delivering urgently needed goods within 10 to 30 minutes. Researchers have not thoroughly studied the factors influencing consumer acceptance of Q commerce in the Indian context, despite its growing popularity. To fill this void, this qualitative study examines Q-commerce adoption in India by analysing the trends, drivers, and consumer behaviour. We held 15 focus group discussions with 120 participants from varied socio-economic backgrounds and places across India, guided by the uses and gratifications theory (UGT). Our thematic analysis reveals eight key drivers of adoption that answer the question of adoption on a functional level and provide a precise understanding of how consumer behaviour and its long-term effects on consumer welfare affect uptake of Q-commerce in India. The research conclusions also hold serious consequences for scholars, businesses and the governments that have intend to control the rapidly evolving e-commerce market in India. Our study sheds light on the complex nature of factors that mediate the adoption of Q-commerce and provides a foundation for research and practical recommendations to advance the consumer uptake and development of this booming sector.