Problematic convenience leads to overspending in quick commerce

Time of India

3 days ago

By Prateek Khanna and Ashish Gupta
Q-commerce
transforms the dynamics of the retail sector by changing consumer expectations by rapidly delivering products. This is an emerging sector in the retail business, as customers demand faster delivery, and companies seek scalable solutions. Technology breakthroughs, changing business models, and changing consumer behaviour contribute to the dramatic transformation of the retail industry. Traditional retail and e-commerce paradigms have been upended by the emergence of Q-commerce, compelling companies to reconsider their supply chains, logistics and customer engagement tactics.
According to Statista (2025), the
Quick Commerce
market is expected to generate US$5.38 billion in revenue by 2025. Revenue is anticipated to grow at a compound annual growth rate (CAGR 2025-2030) of 15.54%, translating into a market volume of USD 265 billion by 2029. The number of users is expected to reach 65 million by 2030. User penetration is predicted to reach 2.7 % by the end of 2025 and is expected to hit 4.3% by 2030. Urbanisation, shifting lifestyles, transportation infrastructure, and demographic shifts all contribute to this growth.
Q-commerce apps
such as Zepto, Zomato, Blinkit, Dunzo, and Swiggy's Instamart have become extremely popular in the recent past because of their
instant delivery
. Initially serving as stores for groceries and other necessities, these apps have grown into full-fledged businesses that sell everything from electronic gadgets to the
Fenni Sargi
Sweets Box (
Karwa Chauth
Special) and
Pooja thali
(Rakshabandhan and Diwali). However, it comes with hidden costs, most notably, the tendency to overspend without realising it. Although this convenience is revolutionary, it may have some drawbacks.
The mental friction associated with spending, which usually slows impulsive decisions, is exacerbated by the fact that items are delivered faster than ever before. Quick commerce's behavioural, psychological, and economic effects are coming under closer scrutiny, as consumers frequently spend more money than they intend on items that may not always be necessary. Flash sales, free delivery offers, personalised recommendations, and gamified user interfaces are features of Q-commerce platforms that encourage impulsive purchasing.
Instant Gratification
Today, consumers increasingly seek immediate gratification. This need is met by Quick Commerce, which delivers goods in ten to 15 minutes quicker than most people can get to a local store or Kirana. Customers now prefer ordering even the smallest items, such as milk, bread and butter, biscuits, and chocolate, because of their convenience, resulting in ongoing and cumulative excessive spending.
Reduced Purchase Friction
Customers frequently go through a longer decision-making process when shopping. They might physically browse aisles, compare costs, or inspect the quality of products. The procedure was streamlined and digitised in Q-commerce. The barrier between desire and acquisition is almost completely removed with one-click purchases and saved payment methods, which leads to unforeseen spending, which eventually becomes
overspending
.
Illusion of Micro/ Low-Cost Purchases
Most orders on Q-commerce platforms are under ₹300, and customers frequently do not keep track of how frequently they make these small purchases. Individually, they seem reasonably priced, but when taken as a whole, they significantly strain their monthly budgets. When a lump-sum amount is not displayed until the end of the month, consumers frequently underestimate the total amount spent. Ms. Divya, a homemaker from Jaipur, acknowledged that she frequently adds items that she either has in her kitchen or will use later to reduce handling costs.
Most Affected Demographics
The groups most prone to excessive spending on Q-commerce are working parents, particularly mothers who are in charge of basic household expenses. Young professionals who have little free time and money. The availability of quick food and snacks frequently causes students to live away from home. Dr. Reetika Sehgal, an Assistant Professor at DIT University in Dehradun who is currently working in the Q-commerce area, shared some insights. She said that even elderly people and homemakers who do not have time constraints rely on quick delivery rather than going out themselves. These consumers are more inclined to convenience over pricing and make frequent micro purchases without considering the total financial impact.
We are living in a world where everything we want is INSTANT, whether food, groceries, banking services, loan approval, or booking tickets and lists are endless.
(The authors are based at Centre for Marketing Research and Communication, ICFAI Business School, Jaipur, India and at Faculty of Management, South Asian University, New Delhi (An International University established by SAARC Nations. Views expressed are personal.)