Quick Commerce Grabs Bigger Slice of Retail Share: Kearney

While quick commerce platforms are generating 6-8% purely incremental consumption, the rest of their sales are coming at the expense of modern trade and e-commerce, followed by general trade outlets or kiranas, according to a report by global consulting firm Kearney.

- FE BUREAU

Earlier, only about one-third (33%) of frequent shoppers preferred online platforms for their daily purchases, but this share has surged dramatically to 87%, largely driven by the convenience and instant gratification offered by quick commerce.

However, the shift is not consistent across all categories. In the initial growth phase, food categories, particularly staples, led adoption, challenging the notion that quick commerce is primarily for top-up purchases.

Still, within the food category, consumers continue to prefer buying fruits and vegetables offline.

Adoption has surged in impulse-driven segments such as snacking and confectionery, with items like munchies, chocolates, and cold beverages being purchased more frequently.