Q-comm correction on the radar for consumer brands

Industry executives say they may reduce dependence on instant delivery platforms in 2025

- Sowmya Ramasubramanian

While direct-to-consumer (D2C) brands lucked out when quick commerce became a lucrative sales channel in 2024, industry executives say they may reduce their dependence on instant delivery platforms in 2025.

Brands such as Wellbeing Nutrition and Arata are looking to diversify their distribution channels through their own websites and offline stores to shield themselves from overexposure to quick commerce.

"The question is not whether the quick commerce sheen will fade. It most certainly will not. But brands cannot cling on to these platforms because it is ultimately just another marketplace, which means high commission rates and lots of competition," an early-stage consumer sector-focused venture capital investor told Mint, on the condition of anonymity.