What It Takes to Deliver in 10 Minutes: A Deep Dive into Quick Commerce Logistics

Quick Commerce is changing the way users shop online. Unlike traditional e-commerce platforms that have a longer delivery window, QC aims to fulfill orders within the shortest time span, sometimes as quick as 10 minutes. Now, everything is available at your fingertips, almost instantly.

While some consumers still prefer the traditional in-store shopping experience, a vast majority have adapted to the convenience of online shopping. This is because when shopping becomes quicker, it requires less focus and effort. E-commerce made it convenient to shop online, and now, QC has taken that convenience to a whole new level. 

Interestingly, even the Food & Beverage (F&B) industry is tapping into this ultra-fast delivery trend. Take, for example, Zepto Café and Blinkit’s Bistro attempting to deliver ‘freshly made food’ in less than 10 minutes. While many consumers are skeptical about the quality and freshness of such rapidly prepared food, younger generations who are often running late and busy with their hectic schedule don’t mind this much. They are the real target audience for QC platforms. 

In this blog, we will cover how QC operates from planning inventories to finding delivery executives. Understanding these basics is essential for all sellers and businesses to set their expectations straight and align their product listings with these platforms. 

Types of Quick Commerce Operating Models

Image Credits: Gemini

For users, the first point of contact when placing an order online is usually the mobile application/website of the platform. The basic process appears simple, however, underneath lies a complex network of supply chain logistics. To better understand how QC functions, it’s essential to explore the different Q-commerce business operating models that exist.

• Inventory Model

In this model, Q commerce companies like Zepto/Blinkit/Swiggy Instamart own dark stores and warehouses to have control over their supply chains. They source products at the start of each day and ship them to a central or ‘mother’ warehouse. From there, they are transported to distribution centers, which then supply products to dark stores near you based on real-time demand and supply.

The level of inventory per brand or owner is set based on ordering behaviors in a particular location. Since there is limited shelf space, QC platforms only provide these spaces selectively to brands according to seasonality, niche strength, and performance. This whole system is integrated into one through online and offline inventory checks to ensure stocks are available. 

This model is especially beneficial for QC platforms expecting rapid growth, as it offers greater control over inventory management and customer experience. However, this involves manpower, warehouse space, transportation facilities that can be high investments for QC platforms. Another quick commerce company using this model is BigBasket. 

• Hyper-local Model

This type focuses more on the last mile delivery of the products as that is a crucial factor in delivering fast. Unlike owning warehouses, QC platforms partner with multiple vendors and delivery agents within a locality to deliver efficiently. 

Through collaboration with local stores and markets, these platforms broaden their product range to include various products from various sellers. This benefits them to serve as a Platform-as-a-Service (PaaS) model without juggling with the complexities of inventory management and high infrastructure costs.

For sellers, this model is advantageous as they can continue operating their offline stores while managing online orders. They simply need to differentiate between products meant for online sales and those intended for offline retail. 

Dunzo, Porter, Uber Parcel, Ola Parcel, and Swiggy Genie, rely heavily on hyperlocal partnerships to ensure rapid delivery within targeted geographical areas.

• Multi-Vendor Model

This model is slightly different from the hyper-local delivery model. It loses the ‘hyper’ part and expands the reach of delivery beyond immediate localities. This strategy lets QC platforms significantly broaden their product offerings, providing customers with more options than what is typically available in local-vendor models.

It is good for both vendors and platforms. For vendors, this channel gives them access to more customers and sales opportunities without the need to operate their own online marketplace.

For platforms, this channel provides greater diversity of products without the inventory or large storage facilities. 

Examples of this model are Swiggy Instamart and Amazon Fresh (Amazon quick commerce), which utilize a combination of hyperlocal partnerships and third-party vendors to deliver their orders efficiently.

• Multi Revenue Channel Model

Here, the QC platforms diversify their income sources beyond mere sales commissions. They earn revenues through multiple streams, including merchandising, membership fees, service fees, advertisements and promotions. 

• Omnichannel Models

This is a QC model which uses a combination of all the above model types including brick-and-mortar stores, online platforms, distribution and storage centres, the sales team in stores, websites, and mobile applications. 

Consider Big Basket with its offline stores in some metropolitan cities, BBinstant vending machines etc.

• Other models

There are few other models as well like the multi-store marketplaces where one single platform manages multiple websites under one domain, or the B2B2C hybrid marketplace model, which serves both retail customers as well as wholesale buyers. 

Models used by Top QC players

The top players have revised and optimised their models which are effective for high-frequency, low value orders that make up the bulk of QC demand. Zepto+ or Zepto plus has now also introduced bulk ordering that caters to users who are financially skeptical. 

The 10-minute Delivery Process

From the moment an order is placed to its delivery within a 10-minute window, QC platforms have a finely tuned process dependent on technological innovation, strategic infrastructure, and effective human resources. 

Order Management System 

OMS ensures that your inventory data is integrated with your customer purchase orders and delivery logistics in real time. After an order confirmation, OMS immediately verifies stock availability and assigns it to the fulfilment center. 

Dark Store Layout

The mini warehouses where QC platforms store the inventory are called Dark stores. An average dark store works with 15-20 workers present during a given time spread over 10,000 to 20,000 sq. ft space.  These outlets are not open to the public for distribution and are optimised for rapid order fulfilment. Unlike conventional supermarkets, dark stores have smaller aisles and strategically place high-demand goods closer to the packaging stations to reduce picking time.

Delivery Partner Assignment

After order packaging, the OMS promptly assigns the nearest available delivery partner to ensure swift dispatch. Companies like Swiggy have enhanced their delivery efficiency and reduced delivery times from 17 to 12.5 minutes. 

Based on demand and cost considerations, the platform, for example Blinkit and Zepto, decides the type of delivery partner to be hired. These jobs offer competitive incentives and flexible schedules (Blinkit allows delivery partners to choose how much they want to work: 4, 8 or 10 hours) to maintain a continuous fleet of delivery executives. This helps in maintaining an adequate number of staff during peak periods and avoid burning money during low sales periods. 

Buyers who are environmentally conscious prefer deliveries without bags to reduce wastage. To cater to this preference, platforms may employ delivery executives trained to handle bag-free deliveries. For example, Big Basket provides only bag-free delivery, where the executives carry things in bulk containers and verify them against the purchase order when they deliver. 

Glitches and Unserviceable Orders

High demand surges, often seen during morning (for daily groceries), evening (snack cravings), festivals (Holi, Diwali, etc. ) can sometimes disrupt the delivery process. To set the customer’s expectations straight from the beginning, the platforms provide an estimated delivery time usually visible below your delivery address. If the surge is exceptionally high, the platform may even display an “Unserviceable” message, indicating temporary unavailability.

Why is Quick Commerce the New Trend? 

QC is rapidly growing. India’s Quick Commerce market is expected to reach US$5 billion by 2025 and US$9.94 billion by 2029 according to some estimates. This is changing how customers shop on a fundamental level and will be a trend in future because of a number of reasons.

Marketing and Sales Strategies

There is a strong brand recall when it comes to Zepto/Blinkit/Instamart. These businesses have established a reputed image in our minds with their exceptional marketing strategies. 

Zomato’s quick commerce platform, Blinkit (previously known as Grofers) runs on the catchy tagline, “Just Blink It.” The message is clear: it’s simple, convenient, and saves precious time that users can invest elsewhere.

Swiggy Instamart campaigns like “Name it, we’ll get it” highlight their quick delivery promise while tapping into the emotional appeal of having comfort food readily available. 

Zepto was the first to tap into Quick Commerce in India, and its branding has been so effective that people still remember to ‘Zepto it’ rather than ‘Blink It.’

Influencer partnerships online, collaborative partnerships, and high-profile promotions during high-visibility events such as cricket matches further boost brand recall and customer trust. Also, special offers and season-specific promotions are utilized to trigger impulse buying and enhance sales.

Customer Service and Complaint Resolution

QC is directly competing with traditional e-commerce to enhance their customer support system. Returns for eligible products are generally simpler and quicker on QC platforms due to their localized operations and shorter delivery distances. This efficiency helps in building customer trust and loyalty.

Moreover, most QC platforms have extensive FAQs that efficiently handle common queries related to orders, payments, refunds, and delivery issues. Despite this, direct customer support through helplines remains a challenge. QC platforms struggle to maintain adequate manpower for phone support, leading to longer waiting times and customer frustration. This area needs improvement, especially when compared to established e-commerce giants that offer seamless phone and chat support.

Integration of Artificial Intelligence

QC platforms are keeping up with new launches and trending technology. They are actively integrating AI into their management systems to predict consumer demand, optimize inventory management and route delivery executives better. 

In addition to logistical improvements, AI enhances marketing and customer engagement. By analyzing customer data, AI systems can customize marketing campaigns and product recommendations that have a higher chance of conversion. 

Challenges of Quick Commerce

With quick services comes quicker challenges. Though the platforms are rapidly evolving and adapting to the changing landscape, there are certain challenges that they are currently facing. 

Sustainability and Eco-Friendliness

Rapid deliveries for one single person N number of times a day means increased fuel consumption and larger carbon footprint. Additionally, the use of excessive packaging materials to ensure quick and safe deliveries contributes to environmental waste, challenging the eco-friendliness of the sector.

Financial Viability

While the QC market in India surged to a $7.1 billion share in the fiscal year 2025, up from $300 million in 2022, sustainable profit is still uncertain. QC platforms are burning huge money up to Rs. 1500 crores a month. The primary reason for this lack of profitability is their heavy reliance on deep discounting strategies to attract and retain users. 

Companies like Dunzo have faced financial pressures despite initial success due to high operational expenses and stiff competition.  Gopal Srinivasan, Chairman of TVS Capital Funds, referred to the rapid growth in India’s QC sector as a “passing fad,”  highlighting concerns over its sustainability.

Market Saturation and Competition

QC’s rapid expansion has led to market saturation, especially in metropolitan areas. Major players like Blinkit, Swiggy, and Zepto dominate the market which creates it difficult for new players to gain traction. 

Additionally, traditional e-commerce giants such as Flipkart, Amazon, and Reliance are venturing into the quick commerce space integrating them into their space and possibly affecting the profitability of established QC platforms. 

Future of Quick Commerce

Ecommerce became traditional e-commerce when quick commerce got into the picture. Despite all the challenges, there is scope for improvement.

Profitability Mechanisms

To achieve profitability, Q-commerce platforms will need to diversify their revenue streams. Some common ways to do this is through sponsored advertisements, commissions, platform fees, surge fee etc.

Consumer Preferences

Q-Commerce has spoiled people so much that anything beyond 20 minutes sounds slow, says Arvind Singhal, chair of India retail-focused consultancy Technopak Advisors. In India, the q-commerce market expanded massively in the past couple of years, indicating a significant shift in consumer preferences, especially among the Gen Z who prefer instant gratification.

Emphasis on Sustainability

Consumers are increasingly considering the environmental impact of rapid deliveries, prompting the platforms to explore eco-friendly practices such as: 

• Deploying electric bikes and scooters for last-mile delivery.
• Encouraging no-bag deliveries to reduce plastic waste.
• Partnering with brands offering sustainable products.

Quick Commerce Regional Reach

QC will be everywhere. As of now Zepto, Instamart and Blinkit are available in Tier-1 cities, where the demand for quick delivery is highest. However, with changing consumer behavior and improving logistics infrastructure, they are gradually expanding into Tier-2 and Tier-3 cities. These markets present new growth opportunities, especially as internet penetration and digital payments continue to rise in these areas.

Concluding thoughts

QC is reshaping customer expectations and pushing businesses to rethink their models. Despite the challenges it faces, there’s high scope for growth as more consumers demand quick deliveries. In the coming years, we can expect to see more innovative models, better technology integration, and improved customer experiences as QC players continue to refine their approaches.