BENGALURU: India’s quick commerce market is set to triple in size by 2027, reaching Rs 1.5-1.7 lakh crore. However, the segment’s rapid growth is exposing structural cracks in pricing, workforce stability, and profitability, a report by consulting firm Kearney said.The report, published on Thursday, showed that while quick commerce expanded beyond impulse buys to staples like rice, atta, and edible oil, most of the demand is not new. Nearly 93% of sales come at the expense of modern trade, e-commerce, and kirana outlets. Just 6-8% is incremental.Meanwhile, platform discounts average 6-9%, lower than e-commerce and modern trade players, which offer 13-18% off. Once delivery and handling fees are factored in, quick commerce becomes price-competitive only when compared to kiranas.Despite its popularity in top metros and tier-2 cities, adoption remains uneven across product categories. While snacks, cold beverages, and gifting items saw strong traction, categories like fruits, vegetables, electronics, and personal care continue to see low migration, with consumers preferring in-store purchases or wider selections available on other channels.Quick commerce’s most significant impact is in employment generation, but with trade-offs. It creates about 62-64 jobs per Rs 1 crore of monthly gross merchandise value, on par with general trade and higher than ecommerce (25-29) or modern trade (41-42). However, over 70% of these roles are last-mile delivery jobs, typically filled by gig workers with limited job security. Kearney expects a 60% surge in gig hiring in 2025 as platforms expand.
