The Competitive Edge in Quick Commerce: A Study of Differentiation Strategies and Operational Innovations

Bharath Chandra Chilaka () and Rounak Basu ()
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Bharath Chandra Chilaka: PGDM Student, Indus Business Academy
Rounak Basu: PGDM Student, Indus Business Academy

A chapter in Proceedings of the IBA IEA Conference on Economics and Public Policy (Ecofluence 2024), 2025, pp 438-460 from Springer

Abstract: Abstract The industry of quick commerce (Q-commerce) in India has flourished impressively, primarily due to the fast-changing lifestyles of consumers, as well as their intrinsic need for instant delivery. The research related to this study was carried on leading Q-commerce competitors—Blinkit, Zepto, Swiggy Instamart, BB now, and Dunzo-in which their strategies for differentiation and operational renovation had been explored. The paper exposes relevant gaps in research regarding the application of strategic frameworks to this new sector. Accordingly, the present study intends to fill the gap with the aid of Michael Porter’s Generic strategy model, wherein the study assesses each player in the new industry using composite scores based on the level of delivery services and types of products utilized. Primary data were collected using a structured survey of 55 respondents to determine consumer preferences and perceptions. Chi-square test, correlation analysis, and factor analysis were performed to validate strategic positioning and understand consumer behavior. The results show that Blinkit and Zepto are among the top-using platforms for youngsters, while Swiggy Instamart creates a balanced appeal. Insights on strategies may be derived from findings that could enhance strategic understanding in Q-commerce and provide ways toward market differentiation and consumer-centric innovation in this cut-throat field.

Keywords: Quick Commerce (Q-commerce); Consumer Behavior; Operational Efficiency; Competitive Differentiation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-766-3_21

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DOI: 10.2991/978-94-6463-766-3_21

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