The Crowded Quick Commerce Highway: A Roller Coaster Ride to Duopoly?

Remember the days when e-commerce in India felt like the Wild West? Flipkart, Amazon, Snapdeal, Jabong, Shopclues, Yebhi — every corner had a new sheriff in town, each trying to win the gold rush. Fast forward to 2024, and we’re seeing the same saga play out in the quick commerce space.

From Swiggy Instamart, Zepto, Blinkit, and BBNow to fresh entrants like PhonePe’s Pincode and Amazon’s Tez, and with rumors of Jiomart preparing to jump into the fray, this space is turning into a high-stakes game of Monopoly. But here’s the real kicker: Is quick commerce heading for a duopoly too? And more importantly, who’s at risk in this battle?

History Always Rhymes

Indian internet businesses love a good duopoly. Whether it’s:

• E-commerce: Amazon vs Flipkart
• Food delivery: Swiggy vs Zomato
• Telecom: Jio vs Airtel

The market inevitably trims itself down to two major players. These winners are often the ones with deep pockets, steady funding, and the audacity to burn cash long enough to knock out competition.

But getting there? Oh, it’s brutal. And quick commerce is no different.

Here’s a fun fact: The market may seem overcrowded, but that’s how industries evolve. Think back to the food delivery wars when Foodpanda, TinyOwl, and several local players fought for a slice of the pie. Eventually, only Swiggy and Zomato remained standing, with hefty funding rounds and aggressive strategies. The same thing happened in ride-hailing (Ola vs Uber) and telecom (Jio vs Airtel).

The trend is clear: The battlefield always starts crowded but ends with two gladiators. Quick commerce will likely follow suit. But that’s not where the story ends.

The Pros, Cons, and Collateral Damage

For companies, this war means endless hustle:

• Raising funds
• Slashing delivery times
• Running razor-thin margins
• Fighting for customer loyalty

But while the boardrooms focus on strategies and cash flows, the silent sufferers of this chaotic battle are often the mid-management employees.

Take Byju’s, for example. Once the darling of ed-tech, it hit a funding roadblock, and the fallout was brutal. Employees, many lured in with high salaries and promises of exponential growth, were suddenly left scrambling for jobs. Many are now willing to take a 40% pay cut just to stay afloat.

This quick commerce war feels eerily similar. Companies are in a mad rush to hire the best talent, offering irresistible packages to lure mid-managers. But when the market consolidates, or funding dries up, who bears the brunt? Not the top brass with their golden parachutes. It’s the mid-management folks who often find themselves stranded.

Why Should You Care?

Let’s be real — quick commerce isn’t going anywhere. India’s growing appetite for convenience, coupled with rising internet penetration, means this space has a bright future. But if history is any indicator, not all players will survive the ride.

For professionals, especially those in mid-management, here’s some friendly advice:

• Don’t put all your eggs in one quick commerce basket. Evaluate opportunities carefully.
• A shiny package today doesn’t guarantee stability tomorrow. Look beyond salary and consider the company’s long-term viability.

For companies, the challenge is even greater:

• How do you win the race without burning out?
• How do you attract top talent while ensuring they stick around for the long haul?
• How do you differentiate in a market where everyone is promising the same thing: delivery in 10 minutes?

Buckle Up, It’s Going to Be a Bumpy Ride

If you’ve made it this far, congratulations! You’ve survived my TED Talk on the quick commerce wars. But seriously, the next few years are going to be a fascinating case study in survival, innovation, and (hopefully) smarter business practices.

Quick commerce may feel like a crowded highway today, but as history shows us, the road will narrow. Some companies will emerge as market leaders, while others will exit quietly or merge into oblivion. The ride will be thrilling, terrifying, and sometimes downright frustrating. And yes, there will be collateral damage along the way.

Call to Action:

• For Businesses: Are you in the quick commerce race? Let’s discuss how strategic digital transformation can set you apart. Contact Getmeonline today for customized solutions.
• For Professionals: Wondering how to navigate your career in a volatile industry? Explore our insights on building stability in uncertain markets.

Let’s discuss: Do you think quick commerce will follow the duopoly trend, or is there room for more? And how can professionals and companies navigate this wild ride? Share your thoughts in the comments or reach out to us for a deeper conversation!