Impatient Indians are driving quick-commerce

Mumbai: If you are living in one of India’s metropolitan cities, it is highly likely that you have been ordering more and more of your daily essentials – from food and groceries to personal care items from, say, a Blinkit, Swiggy Instamart or Zepto, which barely take 10-30 minutes to deliver the goods to your doorstep. Indians are opting for online shopping more than ever The 10-minute grocery delivery which first tested the waters during the pandemic is now coming of age with more firms entering the business and the existing ones adding new categories like fashion, beauty, gifting and electronics to be delivered in under 30 minutes. Quick-commerce has caught the consumer’s fancy here because Indians are the world’s most impatient consumers, she said citing research data. Santosh Desai, consumer behaviour expert and CEO of Futurebrands, said that though the big shift in consumer behaviour occurred during COVID-19 when online shopping became the norm, “quick-commerce has normalised impatience. E-commerce changed that with home delivery in 3-7 days and now quick-commerce fulfils your desire in 10 minutes,” he said.