Sustainability in Quick Commerce: Can Speed and Green Go Hand in Hand?

Modern customers expect better products, quick delivery, and a smooth buying experience. Thanks to advancements in cutting-edge technologies, the growth of on-demand delivery apps has skyrocketed. Many industries are jumping on this trend to engage with customers and build long-lasting relationships. This change in consumer behavior led e-commerce giants such as Amazon, Alibaba, and Walmart to offer online shopping and increased consumers’ expectations by offering same-day delivery and free returns.

However, there is a huge demand for services like groceries, ready-to-eat meals, cab services, home maintenance, and utility-based services, among others delivered in real-time. Quick commerce has taken this faster delivery trend one step further in this developing landscape of Indian retail.?

To put this into perspective, the food delivery market is projected to grow by 7.79% (2025-2029), resulting in a market volume of US$1.89tn in 2029. With such a rise in faster deliveries, so does the environmental impact of these services. The question arises: Can speed and sustainability coexist in the world of quick commerce? Because this speed often comes at a significant environmental cost, raising concerns about sustainability.

Sustainability means doing something in such a way that does not deplete natural resources and supports long-term, global ecological balance. Is it possible for the rapid nature of Q-commerce to coexist with eco-friendly practices? Let us delve into the role of sustainability in quick commerce, exploring strategies and emerging trends that aim to balance speed with green initiatives. And also, know what makes quick commerce vs. e-commerce stand out the most!

What is Quick Commerce & How Does It Work?

Q-commerce, short for quick commerce, combines the characteristics of traditional e-commerce with advancements in last-mile delivery. Quick Commerce operates by combining technological systems, local fulfillment facilities (dark stores), and optimized delivery structures to fulfill consumers' urgent needs. Q-commerce offers customers essential items such as groceries, snacks, pharmaceuticals, and other household items. Forecasts indicate that the quick commerce market has substantial growth potential to expand globally until 2025, with a market value of $30 billion.

How Does Quick Commerce Work?

The quick commerce business model works through an integrated channel involving machines and humans. So, let’s understand the mechanics of q-commerce in detail:

• Localized Fulfillment Centers (Dark Stores): The exclusive purpose of these dark stores is to keep inventory and manage online order fulfillment operations. They exist in locations that stay within a two- to three-kilometer range of the customer base for efficient delivery.
• Inventory Management: The systems in Q-commerce platforms manage inventory through advanced technology, which allows them to stock items that customers frequently request. The stock optimization process, together with demand prediction, operates through AI and machine learning-based systems.
• Order Placement: Users can place their orders through platform websites combined with mobile applications. They can easily navigate the UI to find products instantly for their purchase through this streamlined system.
• Order Fulfillment: The ordering system automatically sends placed orders to dark store locations closest to the customer. Gig workers, who are known as ‘delivery agents or riders,’ retrieve items from the dark stores before delivery preparation begins.
• Last-Mile Delivery: Delivery personnel from the gig economy sector collect ready orders from dark stores to send them to customers through bikes, scooters, or swift transport systems. Shoppers can follow their deliveries in real-time through the available tracking system.
• Technology Integration: Many Q-commerce platforms utilize GPS for tracking routes alongside AI forecasting real-time analytics and several other technologies to deliver better operational efficiency combined with a premium customer experience.

Why is Sustainability Essential for the Future of Quick Commerce?

If you had questioned big organizations on reducing environmental impact, you would have noticed how it was merely a “nice to have” for their CSR report (only 20% of companies in the S&P 500 published sustainability or corporate social responsibility (CSR) reports.) However, times have changed now; customers and employees are becoming environmentally aware of their contribution to the environment. In addition to this, even investors and other stakeholders are putting pressure on businesses to act decisively on environmental issues. Therefore, now it is a necessity—as well as a genuine and enormous business opportunity.

Moreover, the sector’s reliance on last-mile delivery, which contributes significantly to carbon emissions, makes adopting eco-friendly practices like electric vehicles and optimized routes essential—potentially reducing emissions by up to 50% per delivery. Consumer preferences are also shifting, with 66% of global shoppers prioritizing sustainability and 73% of millennials willing to pay more for eco-friendly products. Regulatory pressures further underscore the need for compliance, as governments worldwide enforce stricter environmental policies, such as the EU’s goal of carbon neutrality by 2050 and penalties for non-compliance.

Additionally, sustainability ensures long-term resilience by mitigating climate risks, addressing resource scarcity, and aligning with market trends, such as the projected $470 billion sustainable packaging market by 2030. Therefore, sustainability in quick commerce isn’t just about reducing environmental harm; it’s about creating a business model that can thrive in the long term. But how can Q-commerce companies balance the need for speed with the need for sustainability? Let’s dive deeper into the case studies of India’s quick commerce giants Swiggy, Zepto, and Blinkit.

Strategies for Eco-Friendly Delivery Solutions: A Case Study of Zepto, Swiggy & Blinkit

Zepto, Swiggy, and Blinkit are spearheading the integration of green initiatives into fast commerce, establishing industry standards for sustainability. Here’s how these companies are pioneering eco-friendly practices:

Zepto

The quick commerce market leader Zepto has pioneered the introduction of fast delivery of groceries in India within the next 10 minutes. In the premium and essential grocery segment, Zepto has achieved massive growth with the help of its technology-driven micro-warehousing model. Zepto, known for its 10-minute delivery model, is actively working to reduce its environmental impact through innovative solutions:

• Electric Vehicles (EVs): Zepto has begun transitioning its delivery fleet to electric vehicles, significantly cutting down on carbon emissions.
• Sustainable Packaging: The company is experimenting with biodegradable and reusable packaging materials to minimize plastic waste.
• Efficient Routing: By leveraging advanced algorithms, Zepto optimizes delivery routes to reduce fuel consumption and improve delivery efficiency.

Swiggy

Launched as a vertical of the well-known food delivery company Swiggy, Instamart aims to deliver groceries and other daily-use products to customers in large cities. Like other functions of Swiggy, and also focusing on speedy delivery, Instamart offers delivery in 4-10 minutes. One of India’s fastest-growing quick commerce companies, it had a gross revenue of $132 million in FY24. Swiggy, a major player in food delivery, has launched several initiatives to promote sustainability:

• Swiggy Packaging Assist: This program helps restaurants adopt eco-friendly packaging solutions, reducing single-use plastic waste.
• EV Fleet Expansion: Swiggy has partnered with EV manufacturers to introduce electric scooters for deliveries, aiming to make a significant portion of its fleet emission-free.
• Food Waste Reduction: Through its "Swiggy Hunger Savior" campaign, the company collaborates with NGOs to redistribute surplus food, addressing both hunger and food waste.

Blinkit (formerly Grofers)

It was previously Grofers, one of India’s biggest quick commerce companies. Mainly aimed at delivering food within 10-30 minutes, Blinkit focuses on delivering groceries and other household items. It is located through many dark stores—small warehouses close to urban areas due to the increased demand for convenience and speed. The Q-commerce leader is valued at $13 billion in 2024. Blinkit, a quick grocery delivery service, is also making strides in sustainability:

• Plastic-Free Deliveries: Blinkit has committed to reducing plastic usage by offering paper bags and encouraging customers to choose minimal packaging.
• Solar-Powered Warehouses: The company is investing in solar energy to power its warehouses, reducing reliance on non-renewable energy sources.
• Local Sourcing: By sourcing products locally, Blinkit cuts down on transportation emissions and supports local farmers and businesses.

Exploring the Role of Sustainability in Quick Commerce: A Path to Greener Deliveries

Quick commerce can be more eco-friendly than eCommerce or traditional retail stores. Are you wondering how? After all, didn’t we just spend paragraphs after paragraphs discussing the dark side of last-mile deliveries?? Yes, there is that. However, consider this– through optimized delivery routes and smaller, more frequent deliveries, q-commerce can minimize the need for large warehouses and reduce waste from overstocking, leading to a more sustainable supply chain. There are other ways quick commerce can be more environmentally sustainable, so let’s discuss these:

1. Optimized Delivery Routes

AI-powered algorithms can not only optimize routes in real time but also predict future traffic patterns based on historical data. This allows for advanced route planning that avoids congested areas and minimizes detours. These tools can also incorporate environmental factors, suggesting routes that avoid areas with high air pollution or those that are better suited for low-emission vehicles. Furthermore, Q-commerce companies can partner with apps that combine multiple delivery tasks into one trip, reducing the number of vehicles on the road and further cutting emissions.

2. Electric Vehicles (EVs)

The transition to electric vehicles is especially impactful in urban environments where congestion and pollution are major concerns. E-scooters and electric bikes are ideal for last-mile delivery due to their smaller size, efficiency in dense cityscapes, and lower energy consumption compared to traditional vehicles. For larger deliveries, electric vans and trucks can serve a similar purpose. Over time, the costs associated with maintaining electric vehicles (lower fuel and maintenance costs) also make this transition a financially sound strategy for Q-commerce companies.

3. Eco-friendly Packaging

Packaging waste is a significant environmental concern, especially with the rapid expansion of Q-commerce. Companies can explore innovative packaging alternatives like mycelium-based (mushroom root) packaging, plant-based plastics, or reusable fabric bags. Incorporating minimalistic packaging designs that require fewer materials can also help. In addition, introducing a "return-to-reuse" system - where customers can send back packaging or receive discounts for reusing containers - further reduces waste. Some companies have even implemented compostable delivery bags to reduce environmental impact.

4. Consolidated Deliveries

Instead of sending individual delivery riders for each order, Q-commerce platforms can aggregate multiple orders going to similar or neighboring areas into a single trip. By doing so, the number of trips needed can be drastically reduced, and the available delivery capacity is better utilized. This not only improves operational efficiency but also cuts down on the emissions per delivery. In urban areas, this could involve coordinated delivery schedules where deliveries for the same neighborhood are grouped into a single route, even if the orders are placed at different times.

5. Sustainable Warehouses

Sustainable warehouses are increasingly becoming the norm in green logistics. These warehouses are designed with energy-saving features like LED lighting, energy-efficient heating and cooling systems, and solar panels that generate clean electricity. They may also incorporate smart technologies that monitor and optimize energy use in real-time. For instance, using artificial intelligence and IoT sensors, Q-commerce companies can ensure that only the necessary amount of energy is used in the warehouse, such as turning off lighting and cooling systems when no employees or packages are nearby.

6. Carbon Offsetting

For every delivery made, Q-commerce companies can calculate the carbon footprint and invest in carbon offset projects, such as replanting forests, promoting renewable energy projects, or even supporting local sustainability initiatives. Some companies already offer customers the option to contribute to these efforts by choosing a "carbon-neutral" delivery, where a small surcharge funds green projects. This approach allows businesses to account for emissions from areas where reduction may not yet be possible (such as long-haul transportation or packaging production).

7. Smart Inventory Management

Excessive stockpiling can lead to overproduction and waste, especially in perishable goods. By using AI-powered predictive tools, Q-commerce companies can forecast demand more accurately, ensuring that they only order or stock what is likely to sell within a given period. This reduces the need for rush deliveries, minimizes waste, and lowers the number of unsold items being disposed of. Additionally, it can help businesses avoid the need for multiple restocking deliveries, further lowering the carbon footprint.

8. Local Sourcing

The closer the product is sourced to the customer, the fewer the emissions generated during transport. Encouraging local suppliers or even promoting small-scale, eco-friendly brands that are local to the delivery zone can significantly reduce the environmental costs tied to transportation. For example, a Q-commerce platform based in New York might prioritize sourcing fresh produce from local farms in the surrounding state rather than relying on imports from far-off regions. This also creates opportunities for community-level sustainable businesses and helps build a resilient local supply chain.

9. Carbon-Efficient Packaging Size

Reducing packaging size not only minimizes waste but also optimizes shipping efficiency. Smaller packages are easier to consolidate and more space-efficient, meaning fewer vehicles are required to transport the same number of items. This reduces the number of trips and helps reduce emissions. For instance, companies could invest in packaging that fits the product’s exact dimensions or adopt solutions like collapsible packaging that can be flattened or reduced once the product is removed. Furthermore, packaging can be designed to be easily reused by customers for other purposes, reducing the need for new packaging in subsequent purchases.

10. Green Fleet Management

For larger delivery fleets, Q-commerce companies can adopt hybrid models, where electric vehicles are combined with traditional gasoline-powered vehicles, allowing for flexible operations depending on route and weather conditions. However, the long-term goal should be to phase out fossil-fuel-powered vehicles altogether. By using telematics and GPS tracking, companies can monitor vehicle fuel efficiency, vehicle load, and driving habits to identify areas for improvement. For example, encouraging eco-friendly driving practices - such as reducing idling time, avoiding hard braking, or optimizing speed - can reduce fuel consumption and carbon emissions, even for non-electric fleets.

The Impact of Sustainability on Quick Commerce: Trends and Innovations

Q-commerce is changing the nature of Indian consumer-brand interaction and decision-making in purchasing. While the promise of delivery within 10 minutes may seem appealing, it faces significant challenges, primarily in striking a balance between speed and sustainable practices. Can quick commerce businesses achieve a balance between sustainability and profitability? The answer is yes.

This can be done by driving both cost savings and customer loyalty. For instance, AI-driven route optimization can reduce delivery miles by up to 30%, lowering fuel costs and emissions. Reducing packaging waste is another key strategy; the global packaging industry is responsible for over 40% of the world’s plastic waste annually, but using recyclable or reusable materials can drastically cut disposal costs and improve waste management.?

At the same time, consumer demand for sustainable brands is growing—73% of global consumers are willing to spend more on products from eco-conscious companies (Nielsen). Businesses that prioritize sustainability can tap into this demand, improving both sales and customer retention. By adopting these eco-friendly practices, Q-commerce companies not only reduce their environmental footprint but also build a stronger, more loyal customer base, ultimately boosting both their bottom line and their reputation.?

Therefore, the Q-commerce industry must either master the complexities of establishing eco-friendly measures or face collapse due to its unfulfilled promises. If these issues remain unresolved, the Q-commerce platforms will face a challenge not only in terms of delivery but also in terms of survival.

Summing It Up

So far we have seen the huge repercussions of quick commerce on the environment. In addition, we also discussed different ways top quick commerce companies in India can adopt sustainable practices to mitigate the impact of speed on our planet. Although the quick commerce industry encounters considerable difficulties in reconciling the demands of speed with the principles of sustainability, novel solutions are arising to address this disparity.

Companies such as Zepto, Swiggy, and Blinkit are demonstrating that rapid delivery can be achieved without sacrificing environmental sustainability. As consumers, regulators, and investors progressively emphasize sustainability, quick commerce companies that adopt environmentally friendly practices will possess a distinct competitive advantage.?

By optimizing delivery routes, implementing environmentally sustainable packaging solutions, and investing in electric vehicles, the industry can facilitate the transition towards a more sustainable future. Additionally, quick commerce app development plays a crucial role in this shift by enabling smarter logistics, real-time tracking, and eco-friendly delivery options. Therefore, the rise of sustainability and ethical practices in the q-commerce world is more than a trend—it is a movement that reflects a growing concern for the environment and social responsibility.

Though the pursuit of sustainable rapid commerce is in its nascent stages, the potential opportunities are boundless. Even then, by working together, companies, consumers, and policymakers can ensure that the convenience of q-commerce doesn’t come at the expense of the planet.