Quick Commerce & The Growth-Profitability Paradox

A playbook to help brands thrive in a USD 7 billion industry, where profits remain elusive.

- MMA India

Quick Commerce has surged from USD 1.5 billion in 2022 to about USD 7 billion in 2024, growing more than 4.5 times in just two years. It is set to outpace e-retail, yet 70% of brands surveyed for the 'Quick Commerce Playbook India 2025' by Publicis Commerce India and MMA Global India, say q-commerce remains less profitable than other channels, creating a growth-profitability paradox.

"Success in q-commerce is not about deep discounting, but about precision in demand forecasting, visibility, and agility in execution," says Lalatendu Das, CEO, Publicis Media South Asia. "The playbook aims to provide leaders with key strategies on supply chain reorientation, smarter portfolio management, and retail media optimisation," he adds.