Quick-Commerce Shifts Focus Beyond Speed
The promise of 10-minute delivery, once a defining feature of quick-commerce platforms, is losing its allure among Diwali shoppers. A recent study by LocalCircles indicates that consumers are increasingly valuing factors like price, overall value, and product quality over sheer speed when making festive purchases.
For last-minute Diwali essentials, gifts, sweets, and puja items, a significant 71% of quick-commerce users choose platforms based on the best price or value. Product quality is a close second priority, influencing 65% of shoppers. In stark contrast, only 22% of users consider fast delivery a crucial factor for their festive shopping decisions.
Value and Transparency Outweigh Discounts
Interestingly, the study found that traditional offers and discounts hold less sway during festive shopping compared to everyday purchases. While 54% of users seek discounts for routine orders, this figure drops to 38% for Diwali-related shopping.
Consumers are also growing frustrated with hidden costs. Six out of ten users reported that delivery, handling, or small-cart fees often make their final bill higher than anticipated. This issue is particularly impactful given that most quick-commerce orders are relatively small, with 69% of users typically spending between ₹200 and ₹999 per order.
Market Leaders and Consumer Ratings
Among the quick-commerce platforms, Amazon Now emerged as the top choice for last-minute festive shopping, preferred by 22% of users. Blinkit followed with 19%, Zepto at 14%, and BigBasket at 12%. However, for everyday purchases, Blinkit retains its lead.
Consumer ratings highlight a nuanced picture: the most-used platform isn't always the highest-rated. Amazon Now and Zepto shared the top overall score for customer satisfaction. While Blinkit scored highly for speed, it lagged in value and transparency of charges, areas where Amazon Now and Zepto performed well.
Economic Uncertainty and Expansion Drive Trends
LocalCircles suggests that economic uncertainty is causing many households to delay their purchases until closer to Diwali, potentially boosting quick-commerce platforms as consumers seek alternatives to crowded physical markets. These platforms are also expanding their reach beyond major metropolitan areas to cater to a broader customer base.
Ultimately, as instant delivery becomes an expected standard, the long-term success of quick-commerce providers during festive seasons will likely hinge on their ability to consistently offer competitive prices, high-quality products, and transparent billing.