The rise of 10-minute delivery apps is transforming how Indians shop. Consumers now expect instant gratification, making impulse purchases far more frequent. Studies show 42% of quick commerce users order on impulse weekly, compared to just 5–7% in traditional e-commerce.

Speed drives spending. Many are willing to pay a premium for ultra-fast deliveries, and average order values have doubled in some platforms. Small, frequent orders have replaced bulk shopping, creating a culture of convenience-driven consumption.

Traditional e-commerce giants are responding. Amazon launched “Amazon Now,” while Flipkart introduced “Flipkart Minutes,” forcing established players to compete in this new speed-focused market. Food delivery platforms like Swiggy and Zomato are also expanding into groceries, leveraging their logistics networks.

Yet, this rapid service comes at a cost. Environmental impact rises due to more frequent deliveries, and gig workers face increased stress and safety risks. Regulatory scrutiny is increasing as authorities monitor delivery claims and operational practices.

Ultra-fast delivery is not just a trend, it’s a behavioral revolution. Consumers enjoy convenience and speed, but the long-term effects on spending habits, worker safety, and sustainability remain uncertain.