A LocalCircles survey of more than 204,000 responses finds that product quality and transparent pricing are key to festive shopping
Price and overall value are emerging as the biggest factors influencing quick commerce purchases ahead of Diwali, with 71 per cent of users prioritising competitive prices and 65 per cent considering product quality important, according to a new survey by consumer community platform LocalCircles.
The study, based on more than 204,000 responses from quick commerce users across 130 districts and 11,275 platform ratings, found that fast delivery was cited by only 22 per cent of respondents as a deciding factor for festive shopping.
The findings suggest that consumers are increasingly looking beyond delivery speed to assess the overall cost and quality of their purchases. Additionally, 43 per cent of respondents said low or no additional charges would influence their choice of platform, while 60 per cent reported that delivery, handling, small-cart or other fees often pushed their final bills above expectations.
Price And Product Quality Lead Festive Shopping Priorities
The survey found that 71 per cent of respondents would choose a quick commerce platform based on the best prices or overall value, followed by product quality at 65 per cent.
Product availability was cited by 46 per cent of users, while 43 per cent prioritised low or no additional charges. Offers and discounts were important to 38 per cent, and 31 per cent looked for a wide selection of festive products. Reliable delivery was cited by 28 per cent.
The emphasis on value comes as households prepare for Diwali while remaining cautious about spending. According to a separate LocalCircles study cited in the report, urban households are expected to spend around Rs 1.97 lakh crore on festive purchases this season, with 83 per cent planning to use savings.
For everyday purchases, product quality and price also lead consumer priorities, cited by 75 per cent and 72 per cent of respondents, respectively. Offers and discounts ranked next at 54 per cent.
Extra Charges Remain A Major Consumer Concern
Unexpected fees continue to affect consumer perceptions of quick commerce platforms. The survey found that 42 per cent of users said additional charges pushed their bills above expectations very often, while another 18 per cent said this happened often.
A further 12 per cent reported that it happened sometimes. Only 26 per cent said such charges rarely or never increased their expected bill.
Common additional costs include delivery, handling, small-cart, platform, late-night and surge fees. For consumers placing relatively small orders, these charges can represent a substantial share of the total amount paid.
The report also highlighted regulatory scrutiny of practices such as drip pricing, where charges become visible only at checkout, and basket sneaking, in which additional items are introduced without clear consumer consent. These practices feature among the dark patterns covered by the 2023 guidelines on preventing and regulating deceptive online design practices.
Quick Commerce Remains A Small-Ticket Habit
Despite the expansion of the sector, most consumers continue to place relatively modest orders. The survey found that 69 per cent of users typically spend between Rs 200 and Rs 999 per order.
Around 20 per cent spend Rs 200–Rs 399, while 27 per cent spend Rs 400–Rs 599 and 22 per cent spend Rs 600–Rs 999. Only 16 per cent typically spend Rs 1,000 or more, while 7 per cent spend less than Rs 200.
At these order values, even small additional fees can materially increase the final bill. The findings indicate that transparent pricing may be particularly important for customers buying everyday essentials and smaller festive items.
Amazon Now Leads Festive Preferences As Blinkit Tops Everyday Use
Amazon Now emerged as the most preferred platform for last-minute festive shopping and essentials, selected by 22 per cent of respondents. Blinkit followed at 19 per cent, Zepto at 14 per cent and BigBasket at 12 per cent.
Swiggy Instamart was preferred by 9 per cent, Flipkart Minutes by 8 per cent and JioMart Quick by 4 per cent, while 12 per cent of users were undecided.
For everyday purchases, Blinkit led with 31 per cent, followed by Amazon Now at 25 per cent. BigBasket secured 12 per cent, while Flipkart Minutes and Zepto each received 11 per cent. Swiggy Instamart accounted for 3 per cent and JioMart Quick for 1 per cent.
The difference between everyday use and festive preferences suggests that consumers may switch platforms depending on product availability, pricing and additional charges.
Zepto And Amazon Now Share Top Consumer Ratings
In the platform ratings exercise, Zepto and Amazon Now jointly secured the highest overall score, with 27.5 out of 35 points each.
Zepto scored strongly on transparency of charges and speed, while Amazon Now performed well on transparency, quality, value and product exclusivity.
Blinkit recorded the highest speed rating, with a score of 5 out of 5, and shared the leading selection score of 4.5 with BigBasket. BigBasket led on product exclusivity with 4.5, while also sharing the top score for selection.
Flipkart Minutes scored 23.5 out of 35, Swiggy Instamart received 22 and JioMart Quick scored 19.5.
Customer service remained an area for improvement across the sector, with no platform scoring above 3.5 out of 5 on that parameter.
Platforms Urged To Improve Pricing Transparency
LocalCircles founder Sachin Taparia said speed was no longer the deciding factor for quick commerce customers, who increasingly wanted value, reliable quality and a final bill that matched the price initially displayed.
The report recommended that platforms disclose delivery, handling, small-cart and platform fees on product pages rather than revealing them only at checkout. It also called for better product availability, clearer product information, the display of best-before dates and stronger quality checks for festive goods.
Consumers were advised to compare the total bill across platforms, check the final amount before payment and remove any items or memberships added without their consent.
As Diwali approaches, the survey indicates that quick commerce platforms will need to compete not only on convenience but also on transparent pricing, product quality and value for money.
