Over 70 per cent of consumers said they would continue using quick commerce platforms even if discounts were reduced, signalling a clear shift toward speed and convenience over price in everyday purchases. This quick commerce surge highlights how convenience is now the primary driver of retail choices in India.
Quick commerce surge reshaping retail choices in India
Neighbourhood kirana stores remain central for routine grocery purchases and trust-based transactions in India, even as 51 per cent of consumers reported a decline in reliance on kiranas over the past year, according to a report by Grant Thornton Bharat LLP.
The findings underline a gradual shift in consumer behaviour, where convenience and faster delivery options are increasingly influencing buying decisions.
Around 45 per cent of consumers rely on quick commerce for last-minute or urgent purchases, 24 per cent use it for daily top-ups such as milk and bread, and 19 per cent for impulse purchases including snacks and beverages, the report added.
Interestingly, more than 70 per cent of users said they would continue using these platforms even without heavy discounts, indicating that convenience is becoming more important than price sensitivity.
Kirana stores adapt to quick commerce competition
Around 13 per cent of respondents said they now depend on kiranas more frequently and 27 per cent reported no significant change in their shopping habits.
Kirana retailers themselves are navigating increasing operational pressures, including margin constraints, shorter credit cycles and rising expectations around product assortment and availability. Despite these challenges, many neighbourhood stores are open to collaborating with digital platforms.
The report, based on a nationwide survey of over 1,600 consumers and more than 1,000 kirana retailers, shows growing interest in partnerships.
Around 40 per cent of kirana retailers expressed interest in partnering with quick commerce platforms, while 32 per cent said they were interested but unsure how such partnerships would work in practice.
Another 20 per cent indicated willingness to participate if operational or technology support is provided, highlighting strong potential for integration between traditional retail and digital commerce.
Digital payments grow but tech adoption still limited
Digital payments have become standard across neighbourhood stores, with UPI and QR payments widely accepted. However, adoption of advanced tools such as POS systems, inventory management platforms and digital ordering solutions remains limited due to cost, training requirements and operational complexity.
More
Indian quick commerce industry to reach $50 billion in GOV by FY30
Quick commerce platform Dunzo lays off 30% of its workforce
Flipkart plans to enter quick-commerce business
