The rise of quick commerce is affecting traditional kirana stores.

Quick Commerce Surges in India as Consumers Prioritize Speed Over Discounts

Indian consumers are rapidly changing the way they shop, with convenience now outweighing discounts as the primary factor in purchasing decisions. Many are turning to quick commerce platforms, which promise rapid delivery and easy availability of essential items.

Last-minute needs drive most of this shift. Nearly half of consumers rely on these platforms for urgent purchases, while around a quarter use them for everyday staples like milk and bread. Snacks and beverages make up close to one-fifth of orders, highlighting how these services are becoming part of daily routines.

The rise of quick commerce is affecting traditional kirana stores. Over half of shoppers reported decreased reliance on local shops over the past year, while 13 percent said they actually increased their visits. Some consumers noticed no change, indicating a mixed but noticeable shift in shopping behavior.

Kirana store owners are responding by exploring partnerships with fast-commerce services. About 40 percent are open to collaboration, while another third are interested but uncertain about how to proceed. Around one-fifth said they would participate if given technical or operational support, showing gradual adaptation to the evolving market.

These findings come from a national survey conducted by Grant Thornton India, involving 1,600 consumers and 1,000 kirana shop owners across major and smaller cities. The survey shows that speed and easy availability are increasingly influencing Indian consumers’ shopping choices.