How Fast is Fast Enough? The Future of Ultra-Fast Deliveries in Indian E-commerce

By Naman Vijay

A few years ago, the idea of a 20-minute grocery delivery seemed audacious—a logistical stretch that felt almost impossible. Today, it’s an expectation so ingrained that anything slower feels like a letdown. Quick commerce in India has grown significantly, with Blinkit reporting 130% year-on-year growth and Swiggy’s Instamart rapidly outpacing its food delivery business.

Even the food delivery business is transforming rapidly, with Ola Consumer piloting 10-minute deliveries in Bengaluru via ONDC and magicpin launching “magicNOW” to provide 15-minute food deliveries across 6 cities. Lastly, the launch of Myntra’s “M-Now,” promising 30-minute fashion deliveries, exemplifies how quick commerce is expanding beyond essentials into discretionary categories.

However, this race for speed raises critical questions: How sustainable is this model? How do we ensure it’s profitable? And most importantly, how do brands maintain customer delight without overburdening their supply chains?

The Evolution of Ecommerce

Quick commerce has upended traditional e-commerce norms, reshaping consumer expectations and business models alike. When Amazon started, fast delivery was one of its key tenets alongside a wider selection of items. They recognized that customers would always value speed and convenience. Today, our consumption patterns have only accelerated, with instant gratification shaping how we shop and what we expect.

The evolution of e-commerce proves that early movers don’t always dominate. While Flipkart laid the groundwork, Amazon’s 2013 entry marked a turning point, showing how a newcomer could quickly capture consumer loyalty. Meesho entered the fray in 2015 and gained massive popularity pretty fast, highlighting how adaptability and innovation can outshine first-mover advantages. Similarly, with Q-commerce, the next disruptor may still be on the horizon.

The Changing Pace of Indian E-commerce

In urban centers, where speed often defines value, Q-commerce is growing at a staggering CAGR of 24%. It is expected to capture a significant share of India’s $100 billion e-commerce market by 2029. 60% of buyers, especially in India’s urban areas, now expect same-day deliveries, while 30% prefer options under two hours, particularly for essentials like groceries and medicines.

The need for speed is fundamentally altering how businesses think about customer loyalty and operational efficiency. If delivery timelines are missed, the chances of product returns triple, impacting both customer trust and operational costs.

At the same time, consumers continue to favor marketplaces over D2C websites due to smoother return experiences and perceived reliability. For D2C brands, this highlights the importance of offering not only faster deliveries but also seamless post-purchase experiences to bridge this gap.

The Engines Behind Rapid Fulfillment

Ultra-fast deliveries demand optimization at every touchpoint. The backbone of these operations lies in advanced logistics technology. Tools like automated carrier selection, real-time tracking, and NDR management streamline workflows, enabling faster and more accurate deliveries while minimizing manual interventions. Achieving this requires treating ultra-fast deliveries as a mission—one where every step, from pickup to SLA breach management and delivery partner selection, is meticulously optimised.

Additionally, clear communication via emails, SMS, and WhatsApp keeps customers informed, reducing inquiries and building trust. Moreover, the strategic placement of dark stores and micro-warehouses, near high-demand zones, is transforming fulfillment processes. These hubs now handle up to 40% of quick commerce orders, ensuring inventory is always within reach. AI-driven route optimization is also breaking new ground, cutting delivery times by 20% and making operations smoother.

Across the world, innovations like drones and autonomous vehicles are setting new benchmarks, and while India isn’t there yet, the momentum is undeniable. The tech is fascinating, but what’s even more exciting is how it’s changing the rules of logistics altogether.

This is where logistics enablers come into play, by merging technological innovation with accessibility. By staying ahead of the curve, they allow ecommerce of all sizes to launch and scale whenever they want.  Much like e-commerce platforms created opportunities for smaller brands to thrive, logistics platforms today are leveling the playing field, enabling even smaller players to offer rapid deliveries. This democratization of resources opens doors for innovation and differentiation, helping brands stay competitive in a fast-moving market.

Do Consumers Always Want Speed?

While urban consumers equate speed with efficiency, the story is different in Tier-2 and Tier-3 cities. Here, affordability and reliability often take precedence. Essentials like groceries and medicines still dominate quick commerce, accounting for nearly half of all orders. But when it comes to categories like electronics and fashion, customers often prefer a hassle-free after-sales experience over rapid delivery. The key lies in striking a balance—understanding that not all consumers want the same thing and tailoring experiences accordingly. Customising delivery networks, and partnering with efficient carriers and logistics platforms, allows brands to differentiate themselves and meet varying customer expectations.

Navigating the Roadblocks to Efficiency

Running an ultra-fast delivery network is no easy feat. The high cost of operations and the complexities of last-mile delivery create immense pressure on profitability. Furthermore, the environmental impact of rapid expansion cannot be ignored. Yet, these challenges present opportunities for those willing to innovate.

For instance, the adoption of electric vehicles and reusable or eco-friendly packaging can address sustainability concerns while driving operational efficiency. Similarly, reducing returns by addressing key pain points, such as incorrect sizing for fashion products, estimated delivery dates, live track and trace, and timely correspondence proves very effective in retaining customers while minimizing losses.

Incorporating these innovations and tailored offerings is essential for unlocking new growth markets and ensuring sustained success across diverse customer segments.

Where Do We Go From Here?

Ultra-fast deliveries are more than just a convenience; they are a litmus test for the agility and resilience of Indian e-commerce. As speed becomes a baseline expectation, the focus must shift to building sustainable, efficient, and customer-centric supply chains. The true winners will not be those who merely promise the fastest delivery but those who consistently deliver value—through innovation, operational excellence, and a steadfast focus on exceptional customer experiences. After all, we cannot have speed at the cost of reliability.

The question now is not how fast you can deliver, but how smartly you can evolve to meet the ever-changing demands of this dynamic market. That’s the future I’m watching closely, and I believe it’s full of opportunity for those willing to think beyond the obvious.

(The author is Naman Vijay, CEO & Co-Founder, ClickPost, and the views expressed in this article are his own)