D2C at Lightning Speed: What Quick Commerce Means for Growth?

From groceries to grooming kits, consumers across metros and small towns are embracing Quick commerce. Here's how lightning-fast delivery is shaping the future of D2C growth.

Remember when delivery at your doorstep felt like a luxury? Customers want their protein bars, skincare kits, and kombucha in 10 minutes flat and Quick Commerce is delivering.

Your customers now expect instant gratification, not in a day or a few hours, but within 10 to 30 minutes. And if you’re not on a Q-commerce platform like Blinkit, Zepto, or Instamart, you might as well not exist in their moment of need.

India’s Quick commerce (Q-commerce) market is growing at breakneck speed and is projected to surge by 75–85% in 2025, with its gross merchandise value (GMV) expected to touch $5 billion. (Teamlease Q-commerce Report 2025)

At first, the idea sounds promising: faster deliveries mean happier customers, higher order volumes, and potentially explosive growth. But then reality hits- steep commission fees (15-45%), razor-thin margins, unpredictable inventory demands, and a fight for visibility among thousands of brands.

So, as a founder, the real question isn’t just “Should I list my brand on Q-commerce?” but rather, “How do I make it work without burning through my profits?”

In this article, we’ll break down how Q-commerce is changing the game for D2C brands, the hidden challenges no one talks about, and how you can play smart to make a speedy sale without sinking your margins.

The Rise of Quick Commerce

Q-commerce has evolved from the traditional eCommerce model, leveraging hyperlocal fulfilment centres, or "dark stores," to ensure rapid deliveries. Players like Blinkit, Zepto, and Instamart have led the charge, providing a new channel for D2C brands to reach customers instantly.

What started as a trend during the pandemic- when people preferred shopping online instead of stepping out, has now become an expectation. Whether it’s last-minute groceries, a snack craving, or even an urgent beauty product, customers have embraced Q-commerce for its convenience. This shift has made it crucial for D2C brands to rethink their distribution models.

Why Are D2C Brands Turning to Quick Commerce?

1. Customer Convenience: The modern consumer values speed and convenience above all else. Quick delivery has become a key differentiator, particularly for impulse-driven purchases and daily essentials.

2. Increased Visibility: Partnering with Q-commerce platforms allows D2C brands to tap into an already engaged audience, reducing acquisition costs compared to traditional marketing strategies.

3. Higher Purchase Frequency: Since orders are fulfilled quickly, repeat purchases increase, driving customer loyalty. A consumer who buys a protein bar today might order it again in three days.

4. Localised Expansion: Instead of setting up multiple warehouses or retail stores, brands can distribute inventory via dark stores for faster reach within specific geographies. This is especially beneficial for brands targeting metro areas where convenience is paramount.

Challenges D2C Brands Face with Quick Commerce

While the opportunities are exciting, Q-commerce isn't without its drawbacks.

1. High Commission Fees

Q-commerce platforms charge 15-30% commission on every sale, significantly affecting margins. Unlike D2C-owned channels, where brands can retain most of the revenue, Q-commerce requires brands to operate on thinner profit margins.

Beyond these commission fees, brands frequently allocate additional resources, approximately 20% of their total sales, to advertising on the platforms. They may also offer product discounts of about 20-25% to enhance visibility and competitiveness.

2. Brand Dilution & Dependence on Third-Party Platforms

Selling via Q-commerce means that brands lose direct control over customer experience and data. Unlike a D2C website, where brands can personalise customer interactions, Q-commerce limits visibility into consumer preferences, making it difficult to build long-term relationships.

3. Inventory Management & Stocking Issues

Since Q-commerce operates on an ultra-fast model, inventory stocking needs to be precise. Unlike traditional e-commerce, where brands have time to manage stock replenishments, Q-commerce requires real-time availability. Out-of-stock scenarios can lead to lost sales and lower platform ranking.

4. Logistics & Operational Costs

Q-commerce requires brands to ensure consistent supply across multiple dark stores, often requiring higher logistics costs. If the brand does not have a streamlined supply chain, meeting rapid delivery demands becomes a challenge.

5. Limited Basket Size & AOV Constraints

Unlike traditional e-commerce where customers tend to bulk-buy, Q-commerce thrives on smaller, instant-purchase orders. This impacts the average order value (AOV) and makes profitability a challenge for non-essential, high-ticket items.

When Should a D2C Brand Enter Quick Commerce?

Q-commerce is not for every brand at every stage. Here’s a smart way to evaluate if you're ready:

• If you’ve identified a hero SKU or a few fast-moving products that customers reorder frequently.

• If your supply chain is stable and you can handle frequent, smaller dispatches without hiccups.

• If your unit economics are healthy after absorbing platform commissions (which can be 20–30%).

• If you're looking for awareness + convenience-driven conversions, not brand education or storytelling.

• If you already have decent offline or eCom traction and you’re now exploring Q-commerce for additional reach and urgency-based sales.

Not all startup stages are equally suited for Quick commerce (Q-commerce). Let’s break it down so you can clearly see which stage performs best and why:

Which Categories Perform Best in Q-Commerce?

Q-commerce thrives on convenience, immediacy, and routine behaviour. That means categories that fulfil urgent, recurring, or impulse-driven needs tend to outperform others.

How Much Should a D2C Brand Invest in Q-Commerce?

Given the high operational costs, how much should a D2C brand really invest in Quick commerce?

1. Assess Product Fit: Essentials, FMCG, and impulse categories thrive in Q-commerce. High-ticket products with longer purchase cycles might not.

2. Start Small: Experiment with a limited SKU range to test demand before scaling up. Identify best-selling products that customers are willing to repurchase frequently.

3. Optimise Pricing & Margins: Work on pricing strategies that can accommodate Q-commerce commissions while remaining competitive. Some brands opt for exclusive packs or slightly higher pricing to offset platform fees.

4. Diversify Channels: Relying solely on Q-commerce can be risky. It should be a part of a broader omnichannel strategy that includes D2C websites, retail, and marketplaces.

5. Leverage Data: Platforms provide valuable consumer data. Use insights to tailor marketing and stocking strategies.

6. Negotiate Terms: Many brands fail to realise that platform commissions aren’t always set in stone. Brands with strong demand can negotiate better terms or seek promotional support.

Dark Stores: The Hidden Engine Behind Quick Commerce

Dark stores are retail spaces or warehouses not open to the public. They are designed only for fulfilling online orders, especially for Quick commerce platforms like Blinkit, Zepto, Swiggy Instamart, etc.

They’re typically located in high-demand urban areas to enable ultrafast delivery (within 10-30 minutes).

As a D2C founder, you’ve probably felt the pressure of handing over your margins to Q-commerce platforms just to stay visible. But here’s a thought- what if you built your own mini dark stores in high-demand areas? It doesn’t have to be massive.

Even a small 200–300 sq. ft. space near a cluster of your core customers could double up as a hyperlocal fulfilment hub. With the right tech and delivery partners, you could offer 2-hour or even same-day delivery, retain customer data, and own the full brand experience without the platform eating into your profits.

Go where the audience is- but make sure the climate and logistics won’t quietly kill your margins.

Pros of Dark Stores for D2C Brands

1. Speed to Customer = Sales Spike

With dark stores within a 2-3 km radius of your customer, your product can be at their doorstep within 10-20 minutes. That immediacy can drive impulse buys- think snacks, skincare, menstrual products, or pet treats.

2. Localised Demand Insights

Dark stores generate granular hyperlocal data. You can see what sells well in South Delhi vs. Andheri vs. Koramangala and optimise your SKU mix accordingly.

3. No Frontend Hassles

You don’t have to manage storefronts, displays, or walk-ins, just ensure consistent inventory replenishment. It's plug-and-play retail.

4. Helps in Hyperlocal Brand Building

Being present in a local dark store puts your product physically closer to a customer even if it’s digitally ordered. That top-of-mind presence builds habit and trust fast.

Cons of Dark Stores for D2C Brands

1. Inventory Fragmentation Nightmare

You’re now shipping stock to 10–50 micro-warehouses, not just 1 central one. It requires tight coordination or a strong ops team especially when dealing with short shelf life products.

2. No Real Brand Experience

Customers don’t interact with your storytelling, packaging, or messaging. Your brand is reduced to an image and a price tag in a long scroll of competitors.

3. No Direct Access to Customer Data

For a digitally native brand, that’s a big hit to your retention playbook. You don’t own the customer- you just fulfil the craving. That means no retargeting, no email flows and no real CRM.

Pro tip: Don’t think of Q-commerce and dark stores as your primary channel. It can be a discovery engine or a trial channel. If they love you here, lead them back to your D2C site for a long-term relationship.

The Future of Quick Commerce & D2C Collaboration

With Q-commerce projected to grow at a CAGR of 4.5%, it’s here to stay. The real question for D2C brands is: how do you make it work for you without eroding profitability?

Many brands are now negotiating better commission structures, co-branding with platforms for promotions, and optimising product assortments for better conversions. Others are co-branding with Q-commerce platforms from sponsored collection banners (“Best of Indian Clean Beauty” on Blinkit) to in-app pop-ups that drive brand recall.

Product strategy is evolving too. Brands are reworking pack sizes, bundling SKUs, or launching Q-commerce exclusive editions (trial kits, minis, or impulse-friendly SKUs) that convert faster and reduce price sensitivity.

The future of Q-commerce will likely see deeper integrations with brands, enabling personalised offers and brand-store experiences within these platforms.

So, explore the channel. Experiment with SKUs. Negotiate for better terms. But never lose sight of the fundamentals: 10-minute delivery is exciting but long-term love for your brand still takes time.

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