Q-comm gaming the grocery run

Platforms are leaning on gamification for marketing & retention

- Sakshi Sadashiv

Quick commerce was built on speed—the promise of groceries in minutes. But the sector is now retooling that model to make consumers stay longer, layering in games, contests and interactive campaigns. Platforms such as Swiggy Instamart, Blinkit and Zepto are leaning on gamification as both a marketing lever and a retention tool, even as they push harder on advertising to break out of a loss-making rut.