Over 70 per cent of shoppers stick with quick commerce despite lower deals, according to Grant Thornton Bharat report
Convenience has overtaken discounts as the primary driver of retail decisions in India, with over 70 per cent of consumers willing to continue using quick commerce platforms even if price incentives decline, according to a report by Grant Thornton Bharat. The findings point to a structural shift in consumption patterns, where immediacy and ease of access are increasingly outweighing price sensitivity, particularly for high-frequency, low-value purchases.
Based on a survey of over 1,600 consumers and 1,000 kirana retailers, the report noted that shoppers are no longer tied to a single retail format, instead choosing channels based on specific needs such as urgency, convenience, assortment or trust.
Quick commerce is at the centre of this transition. Around 45 per cent of consumers use these platforms for urgent or last-minute purchases, while a sizeable segment relies on them for daily essentials and impulse buys, including snacks and beverages.
The rapid-delivery model is also shortening decision cycles, with transactions often completed within minutes. This has repositioned quick commerce from a discount-led channel to a utility-driven one, where speed takes precedence over price comparison.
Kirana Role Evolves
Kirana stores continue to anchor India’s retail ecosystem, particularly for planned purchases, routine groceries and trust-based transactions. However, their role is evolving as consumers redistribute spending across formats. Nearly half of respondents reported reduced reliance on kiranas over the past year, indicating a shift in shopping missions rather than a loss of relevance.
Consumers are increasingly adopting a multi-channel approach, using neighbourhood stores for familiarity and credit, quick commerce for immediate needs, e-commerce for wider assortment, and modern retail for bulk and experiential purchases.
This transition is being supported by rapid digital adoption. India’s digital economy is projected to contribute nearly 20 per cent of gross value added by 2029–30, driven by the expansion of digital payments, logistics infrastructure and online commerce ecosystems.
For kirana retailers, the shift is creating operational challenges. While digital payments have become widespread, adoption of backend systems such as inventory management and POS software remains limited due to cost, complexity and lack of training.
Retailers are also grappling with margin pressures, tighter credit cycles and rising expectations around product assortment. Many remain cautious about expanding into premium categories due to inventory risks and uncertain demand.
At the same time, the report highlighted growing openness among kiranas to collaborate with digital platforms, signalling a gradual move towards hybrid retail models that combine physical presence with digital reach.
“India’s retail future will be shaped by how seamlessly traditional and modern channels come together,” said Naveen Malpani, Partner and Consumer and Retail Industry Leader at Grant Thornton Bharat.
The rise of quick commerce is also influencing product and distribution strategies for consumer goods companies. With limited shelf space in dark stores, brands are focusing on high-rotation products, smaller pack sizes and formats suited for impulse consumption.
The report added that pricing disparities across channels are emerging as a concern, with discounting and dynamic pricing in digital channels exerting pressure on traditional retail margins.
Tier 2 and smaller cities are expected to drive the next phase of growth, albeit with distinct dynamics. While quick commerce penetration remains limited, it is shaping consumer expectations around speed, availability and assortment.
