International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 12 Issue: 04 | Apr 2025
p-ISSN: 2395-0072
www.irjet.net
Study on the Rise of Instant Commerce and its impact on Consumer Behavior Sayee Kesarkar1, Dr. Bhojraj Shewale2, Prof. (Dr.) Bhawna Sharma3 1Student, Amity Business School, Amity University Mumbai, Maharashtra, India
2Assistant Professor, Amity Business School, Amity University Mumbai, Maharashtra, India 3Director- International Affairs & Programs, Officiating HOI, Amity Business School, Amity University Mumbai,
Maharashtra, India ---------------------------------------------------------------------***---------------------------------------------------------------------
Abstract - Q-Commerce has completely changed the face of
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modern retail. It is the fastest of all delivery methods, often within minutes, of a product. This study, therefore, looks at the impact of Q-Commerce on consumer behaviour focusing on purchase decisions, brand loyalty, and above all speed and convenience. It determines these major trends by surveying 115 respondents. The study showed increased impulsive buying, preference for speed to brand loyalty and increasing domination of platforms like Blinkit and Swiggy Instamart. Findings show that even though Q-Commerce is changing customer expectations, challenges like delivery costs and sustainability are still present. The research is wrapped up with some possible suggestions on how businesses can turn strategies and adapt them to shift their focus more toward relevant customer needs.
2. LITERATURE REVIEW 1.
Instant Gratification and Consumer Behaviour (Dholakia, 2022): Instant Commerce uses the principle of instant gratification to reshape purchasing behaviour, especially among Gen Z and millennials. The immediacy of the delivery encourages impulsive buying behaviour and transforms the traditional consideration phase of the buying process.
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Platform Loyalty Versus Brand Loyalty (Kumar & Gupta, 2021): Consumers involved with Q-Commerce platforms usually pay more important attention to the platform's reliability, delivery speed, and userfriendliness than to brand loyalty. This situation forces brands to rework their positioning strategies because it's hardly anymore sales pitched on product brandloyalties, but more often loyalty to the service provider itself.
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The Role of Technology and Convenience (Verma & Shah, 2020): The success of Instant Commerce is tied strongly to technological advances of mobile apps, real-time tracking, and AI-based recommendations. These conveniences enhance perceived convenience, make decision-making simpler, and create a major influence factor on consumer adoption rates.
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Environmental and Operational Challenges (Chatterjee, 2023): The speed demand of QCommerce, on the other hand, raises queries on environmental sustainability. High packaging waste and increased carbon emissions from multiple deliveries amid operational pressures have caused an undeniable call for pro-environment innovations and efficient supply chains in this field.
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Consumer Expectations and Hybrid Retail Models (Kantar, 2022; McKinsey, 2022): Q-Commerce has, on the one hand, seen further growth, and consumers have begun to engage traditional retail and ecommerce platforms for their particular needs on the
Key Words: Brand Loyalty, Consumer Behaviour, Impulsive Purchasing, Delivery Speed, Instant Commerce, and Q-Commerce. 1.INTRODUCTION Instant Commerce (Q-Commerce) is the new evolution of ecommerce that has brought about its extremely fast deliveries - mostly in minutes. It is Q-Commerce that brings a drastic change to certain sectors like grocery, food delivery, personal care, and so forth, owing to the innovations in technology and shifting consumer demand. This study thus investigates how Q-Commerce affects consumer choice, how it affects frequency of franchise purchases, and how it affects brand loyalty, as well assessing the implications on ecommerce and traditional retail over the long-term.
1.1 Research Objectives 1.
To analyse the key drivers behind the growth of QCommerce and its adoption among consumers.
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To examine how Q-Commerce influences consumer decision-making, purchasing habits, and brand loyalty.
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To assess the role of convenience, speed, and technology in shaping consumer preferences for QCommerce platforms.
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To evaluate the long-term implications of Q-Commerce on traditional retail and e-commerce industries.
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