Dark Stores Vs. Impulse Buying How 10-Minute Delivery Apps (Like Blinkit or Zepto) Use App UI Layout and Notification Triggers to Drive Unplanned Purchases

The rapid rise of quick-commerce platforms such as Blinkit and Zepto has reshaped consumer purchasing behaviour by combining convenience, rapid delivery, and interactive mobile interfaces. This study investigates the relationship between digital stimuli—notifications, promotional offers, product recommendations, and user-interface design—and consumers’ unplanned purchase behaviour. Drawing on a structured survey of 108 respondents, the research applies statistical analysis, including Chi-square testing, to examine associations between notification frequency and impulse buying. Findings reveal that frequent notifications and promotional stimuli significantly increase the likelihood of unplanned purchases, while product visibility and social-proof indicators further influence consumer decisions. The study highlights that quick commerce differs from traditional e-commerce due to its immediacy and mobile-first design, which fosters instant gratification and spontaneous consumption. Importantly, while persuasive design features encourage engagement, manipulative dark patterns may generate negative consumer reactions. The research contributes to digital consumer behaviour literature by providing empirical evidence from Indian quick-commerce users and emphasizes the need for ethical interface design. The study offers managerial insights for balancing commercial objectives with consumer trust, ensuring sustainable growth in the evolving quick-commerce sector.