Evolution of Digital Commerce in India: From E-Commerce to Q-Commerce (Quick Commerce)

Abstract India’s digital commerce journey has progressed from early online service transactions to an advanced retail environment enabled by technology and platform-based ecosystems. In its initial years, online commerce remained restricted due to limited internet reach, low consumer confidence, and inadequate electronic payment systems. The next phase, particularly during 2010–2016, witnessed accelerated growth as major marketplaces expanded product assortment, strengthened distribution networks, and introduced trust-enhancing mechanisms such as cash-on-delivery. Since 2017, the landscape has further diversified with the rise of mobile-led shopping, UPI-driven digital payments, improved data analytics, and greater participation by SMEs and direct-to-consumer brands. The pandemic period also reinforced online buying for essential goods and routine consumption. The latest shift in this evolution is Quick Commerce (Q-commerce), which focuses on delivering daily essentials within a short time window, typically 10 to 30 minutes, by using neighbourhood dark stores and micro-fulfilment systems. This paper traces the transition from conventional e-commerce to Q-commerce in India and discusses the operational logic, competitive structure, growth catalysts, and emerging consumer trends driving this segment. It also evaluates the key benefits such as speed, convenience, and higher purchase frequency, while outlining challenges related to unit economics, cost-intensive logistics, workforce concerns, and sustainability issues. The paper concludes that Q-commerce can remain a strong growth engine only if platforms achieve operational efficiency, responsible governance, and long-term profitability.