The Impact Of India's Growing Quick Commerce Industry On Consumers And Gig Workers

This research examines India's growing quick commerce (q-commerce) industry in recent years and its projected growth in the coming decade. The paper addresses two primary research questions: (1) How has q-commerce shaped consumer behavior—particularly in terms of impulse buying and loyalty program engagement—among urban Indian consumers? and (2) What are the employment opportunities and vulnerabilities associated with gig work in the q-commerce sector? The study outlines the operational model of q-commerce, the firms that lead the industry, the integral supply chain, and the consumer-facing strategies—including loyalty programs, coupons, and promotional discounts—that have psychologically appealed to consumers and stimulated demand.
The study incorporates insights from a consumer survey, conducted between January and March 2025 via Google Forms and distributed through WhatsApp groups to respondents in the Bangalore metropolitan area, that received 128 responses spanning diverse age groups and employment statuses. Demographic patterns and behavioral trends are analyzed across subgroups, with chi-square tests of association and Wilson 95% confidence intervals reported to contextualize key findings. In addition to consumer habits, the paper presents a structured literature review of gig employment in the sector, highlighting both the opportunities and vulnerabilities among these workers. Impulse buying and overconsumption patterns that this sector has given rise to have also been examined. While it brings forth increased consumer satisfaction and generates significant employment, q-commerce also produces several consequences and instabilities for gig workers. The final section discusses the future trajectory of the industry, examining challenges it must overcome to achieve long-term sustainability.