New Delhi, April 7 Convenience has emerged as the primary driver of retail choices in India, with over 70 per cent of consumers stating they would continue using quick commerce platforms even if discounts were reduced, according to a report by Grant Thornton Bharat.
The report highlights a shift in consumer priorities, where speed and accessibility are increasingly outweighing price considerations in everyday purchases.
"More than 70 per cent of respondents said they would still use q-commerce if discounts were to reduce, reflecting a shift from price-seeking to time-seeking behaviour," the report noted.
"Across survey responses, one consistent insight emerges: consumers are not abandoning one format for another; they are layering channels based on mission relevance," the report noted.
According to the study, quick commerce is primarily being used for mission-led purchases rather than fully displacing conventional retail formats. Around 45 per cent of consumers turn to quick commerce for last-minute or urgent orders, while 24 per cent rely on these platforms for daily top-ups such as milk and bread.
Another 19 per cent use rapid-delivery services for impulse buys, including snacks and beverages.
The report drew insights based on a nationwide survey of over 1,600 consumers and over 1,000 kirana retailers across metropolitan, Tier II, and Tier III markets.
This shift in shopping habits is impacting traditional neighbourhood stores. The survey found that 51 per cent of consumers reported a reduced reliance on kirana stores over the past year.
However, 27 per cent noted no significant change in their dependence on kiranas, and 13 per cent indicated that they now use these local stores more frequently.
Facing margin constraints and shifting consumer expectations, traditional retailers are showing a willingness to adapt. The report found that 40 per cent of kirana retailers expressed interest in partnering with quick commerce platforms. Another 32 per cent said they were interested but unsure how such partnerships would work in practice, while 20 per cent indicated they would participate if provided with operational or technology support.
"The relevance of kiranas will increasingly depend on how effectively they embrace technology, strengthen digital integrations, and tap into premiumisation trends to meet evolving consumer expectations. The next phase of retail will be driven by connected, purpose-led ecosystems where physical and digital retail work in tandem to deliver greater value, convenience, and choice," said Naveen Malpani, Partner and Consumer Industry Leader, Grant Thornton Bharat.
The study also identified Tier II and emerging urban markets as the next growth engines for the retail sector.
