The 10-Minute Economy: Consumer Behavioural Shifts and Operational Transformation in India's Quick Commerce Ecosystem

Abstract

Purpose: This study investigates consumer behavioural shifts and operational transformation within India's quick commerce (Q-commerce) ecosystem, examining how ultra-fast 10-minute delivery models reshape purchasing behaviour, service expectations, and retail logistics.
Design/Methodology/Approach: A quantitative, cross-sectional research design was employed. Primary data were collected via structured questionnaire from 500 respondents (400 consumers and 100 retail/operational partners) across major Indian metropolitan cities. The study applied descriptive statistics, Pearson correlation analysis, and multiple hierarchical regression to test 12 research hypotheses governing the relationships among delivery speed, convenience, pricing, platform trust, consumer expectations, satisfaction, loyalty, operational transformation, and business sustainability.
Findings: Results confirm that delivery speed (β=0.68, p<0.001) is the strongest predictor of consumer expectations, while customer satisfaction (β=0.71, p<0.001) is the dominant driver of consumer loyalty. Operational transformation explains 55.9% of variance in business sustainability. A total of 75% of consumers report increased impulse purchasing, 82% have shifted grocery spending from traditional retail, and 71% select platforms based on delivery speed. All 12 hypotheses are supported at p<0.01 or p<0.001.
Originality/Value: This study provides the first integrated empirical model simultaneously examining consumer behavioural and operational dimensions of India's Q-commerce ecosystem. Findings extend Platform Economy Theory, TAM, Instant Gratification Theory, and SERVQUAL to the hyperlocal ultra-fast delivery context. Practical implications are identified for quick commerce operators, partner retailers, and regulatory policymakers.