Quick Commerce is the New Battleground: How Brands are Adapting, Scaling, and Winning the 10-Minute Race
In today’s fast-paced consumer landscape, the demand for speed and convenience has sparked a rapid evolution in e-commerce—leading to the rise of quick commerce. This model focuses on delivering goods within minutes rather than hours or days, making it a significant growth driver for both emerging and established brands. Industry leaders at ETRetail’s E-commerce & Digital Natives Summit 2025 emphasized that quick commerce presents a remarkable opportunity for rapid expansion and targeted marketing strategies. As brands navigate this new battleground, their ability to adapt and scale effectively will determine their relevance and success in a competitive marketplace.
Quick commerce, often defined as the delivery of goods within 10 to 30 minutes, is reshaping consumer expectations. The pandemic accelerated this shift as consumers sought immediate access to essential items without stepping out of their homes. As a result, brands are challenged to innovate their logistics and supply chain operations to cater to these new demands. The implications are profound: neglecting the quick commerce model could lead to obsolescence in an increasingly impatient market.
Emerging brands, particularly those in food delivery and essentials, have recognized the importance of quick commerce and are positioning themselves to meet consumer demands. For instance, companies like Blinkit and Gorillas have gained traction by specializing in ultra-fast grocery delivery. Their business models rely heavily on strategically located warehouses, often termed “dark stores,” that allow for rapid order fulfillment. By understanding their target demographics—typically younger, urban consumers—these brands have successfully tailored their offerings and marketing efforts to resonate with the time-sensitive nature of quick commerce.
On the other hand, established brands are not sitting idle. Retail giants like Walmart and Amazon are also adapting to this trend. Walmart, for example, has enhanced its mobile app to facilitate quicker order processing while expanding its same-day delivery services. This strategic pivot not only caters to the convenience-seeking consumer but also helps Walmart maintain its competitive edge in a market increasingly dominated by nimble startups. By investing in infrastructure and technology, these established brands are effectively leveraging their existing supply chain networks to offer quick commerce solutions, thereby enhancing the customer experience.
However, the quick commerce model is not without its challenges. Managing perishable goods requires advanced supply chain strategies, as the risk of spoilage can significantly impact profitability. Brands must implement efficient inventory management systems to minimize waste while ensuring that fresh products reach consumers in optimal condition. Companies like Instacart have tackled this issue by providing real-time inventory updates and utilizing predictive analytics to optimize stock levels. By adopting smart technologies, brands can strike a balance between speed and product quality, ensuring customer satisfaction.
The complexity of supply chains also poses a significant hurdle for brands venturing into quick commerce. As the demand for rapid delivery grows, so does the pressure to streamline operations. Brands are increasingly collaborating with local suppliers and distributors to shorten delivery times and create more agile supply chains. For example, partnerships with local farms allow grocery delivery services to offer fresher produce while also supporting local economies. Such collaborations not only enhance brand reputation but also align with the growing consumer preference for sustainability.
Targeted marketing is another critical component of success in the quick commerce space. Brands must leverage data analytics to understand consumer behavior and preferences better. By utilizing insights from consumer interactions, brands can craft personalized marketing campaigns that resonate with their audience. For instance, food delivery services can analyze order histories to recommend similar items, thereby increasing average order value and enhancing customer loyalty.
As brands continue to adapt and scale in the quick commerce arena, it is essential to monitor emerging trends and consumer preferences. The shift towards eco-friendly packaging and sustainable delivery methods is gaining traction among consumers who are increasingly concerned about environmental impact. Brands that prioritize sustainability not only attract eco-conscious consumers but also differentiate themselves in a crowded market.
In conclusion, quick commerce has emerged as a pivotal battleground for brands seeking to remain relevant and competitive. The ability to adapt logistics and supply chain operations, manage perishables, and engage in targeted marketing will be instrumental in determining success. As the landscape continues to evolve, brands that invest in innovation and strategic partnerships will be well-positioned to win the 10-minute race. Ignoring this trend could mean losing out on valuable market share in an era defined by immediacy and convenience.
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