Why Q-Commerce Clicked in India (But not in the West)

Quick commerce is booming in India while struggling to gain ground in the West. Why? In this blog, I break down the business models, unique consumer behavior, and local insights that have made India the perfect playground for 10-minute deliveries.

🚚 What is Quick Commerce?

You’ve probably come across a bunch of articles, blogs, and YouTube videos dissecting the rise of quick commerce. Most of them explain market size numbers and global trends, but this one is going to be different. I’m diving into why quick commerce is actually working, and more interestingly, why it’s thriving in a developing, complex market like India and not anywhere else.

Now that I have set some context, let’s quickly understand what Q-commerce even means.

Quick Commerce is essentially a faster, leaner version of E-commerce. You can order anything, right from groceries and snacks to chargers and mobile phones (through an app or website), and have it delivered to your doorstep within 10–20 minutes. Think of it like food delivery platforms such as UberEats or Deliveroo, but even faster. While those apps often take >30 minutes, depending on the restaurant and food you ordered, quick commerce platforms promise near-instant delivery, no matter what you order.

⛹ Key Players

Some of the leading quick commerce players in India right now include Blinkit (by Zomato), Instamart (by Swiggy), Zepto, BigBasket, and a possible entry from Amazon under the name 'Tez'.

Globally, the quick commerce trend isn’t new. In Western markets, Uber Eats, Deliveroo, and DoorDash have started offering rapid grocery delivery. In Southeast Asia, platforms like Grab are already ahead of the curve, offering instant deliveries across multiple categories.

🗺️ India Vs Western Nations

What sets quick commerce in India apart is the underlying business model. Unlike Western markets, where players like Uber Eats or DoorDash often partner with large retailers like Walmart, Costco, or Carrefour, Indian platforms run on a dark store model. Without getting too deep into how dark stores work, here’s the gist: these are hyperlocal warehouses with no walk-in customers, just fast-moving delivery hubs placed strategically across cities. This model has been a game changer for India, helping brands optimize delivery times and keep control over inventory and margins.

And the numbers back it up. According to a report by advisory firm Chryseum, India’s quick commerce market is projected to grow from $3.34 billion in 2024 to $9.95 billion by 2029, with an annual growth rate of roughly 4.5%.

🇮🇳 But why does it work in India?

So here’s the billion-dollar question: If the dark store model is thriving in a developing country like India, why hasn’t it seen similar success in Western markets? Why are platforms in the US and Europe still partnering with traditional retail stores to fulfill online grocery orders?

In fact, companies like Getir have tried this model. Despite trying the dark store model, they’ve pulled out of key markets like Germany and the UK. So what’s really going on here? What makes India so uniquely suited for the rapid rise of Q-commerce?

One obvious reason is a shift in consumer behavior, especially among Gen Z shoppers in India. Convenience often beats cost. People are willing to pay a bit extra for speed, instant gratification. But here’s the thing: that same trend exists globally. So if it’s just about convenience, why isn’t Q-commerce booming globally?

Sure, you can point to the usual India-specific advantages—affordable labor, high population density, lower operating costs, and higher AOVs in urban areas. These definitely create a favorable environment for Q-commerce.

🛍️ Unique Indian Consumer behaviour

But beyond the economics, there’s a deeper & uniquely Indian consumer insight driving this boom. And I say this after observing consumer behavior closely during my three years living in France.

So every time I go grocery shopping at Carrefour, I see the locals buying in bulk. Trolleys are loaded with everything from meat to toilet paper. And I’d often find myself stuck in long billing queues, waiting behind shoppers with massive stockpiles.

That got me curious: Why do they buy so much at once?

Digging deeper, I realized it’s not just a French thing—it’s common across most Western countries. Consumers follow a “stock-up” culture, making one or two big grocery runs a month and storing everything in bulk at home.

In contrast, Indian consumers follow a “top-up” culture. They shop frequently—sometimes multiple times a week and buy only what’s needed for the next few days.

Why? Because of 3 major Indian consumer behaviours that I observed -

In India, most products are sold at a fixed Maximum Retail Price (MRP). That means a packet of chips costs the same whether you buy it from Store A or Store B. In contrast, in Western markets, pricing is dynamic—the same product can vary in cost depending on the store or location, which incentivizes bulk buying during promotions. In India, there’s no real reason to stock up because prices remain consistent for months.
Most Indian households don’t have large refrigerators, deep freezers, or pantry space to store bulk groceries. That makes frequent shopping more practical than trying to stock up.
The proximity to Kirana stores, aka the General Trade, is high in India. This dense network of small retailers means Indians know they can top up anytime, without planning ahead. Even though modern trade (like D-Mart) is growing, it still only accounts for about 15% of the market. The remaining 85% is driven by general trade, a format that barely exists in most Western countries. Of course, Western nations have convenience stores, but again, proximity and convenience become a question.

Now, this top-up culture of Indian consumers' habit fits perfectly with the on-demand nature of quick commerce, where convenience, speed, and smaller basket sizes make it easy for Indians to order anything and everything from the convenience of their mobile phone.