Navigating Authenticity Concerns Amidst Exponential Growth in Q-Commerce

Quick commerce, or Q-commerce, has gained immense popularity in the last four years, thanks to its convenience.

- S SWAMINATHAN

Quick commerce, or Q-commerce, has gained immense popularity in the last four years, thanks to its convenience. The convenience of delivering groceries, personal care items, electronics, and other essentials within 10-30 minutes has helped Q-commerce become indispensable to urban consumers. An NIQ Shopper Trends 2024 report found that 31% of consumers in urban India use Q-commerce for groceries, while 39% rely on it for top-ups. In this business arrangement, strategically located dark stores across neighborhoods have become essential to meet hyperlocal demand for fast deliveries. This speed and convenience have transformed the retail business model and paved the way for Q-commerce players like BlinkIt, Zepto, and Swiggy Instamart. While their entry into the industry has increased options for consumers, the intense competition is setting new standards for fast delivery. However, with speed taking precedence in the Q-commerce business model, concerns about product quality, authenticity, and shelf life have increased. These issues make it vital to maintain authenticity across platforms to build consumer trust and ensure long-term sustainability in the evolving industry.

WHY IS THERE A NEED TO BOOST AUTHENTICITY IN Q-COMMERCE?