Quick Commerce: the immediate logistics revolution

  • Do you know what Quick Commerce is? We are going to see the characteristics of e-commerce based on immediacy. Welcome to the era of Q-Commerce.

  • Q-Commerce or Quick Commerce is not an e-commerce modality different from any other. The difference is the business model or, to be more precise, how logistics becomes a key part of the value proposition and a competitive differential advantage.
  • What is Quick Commerce?

  • It is not something really new, but it is true that the term has been coined recently, so it is worth explaining it.

    It refers to those businesses, usually based on convenience products or immediate consumption, that make almost instant home deliveries and are managed entirely through the Internet to provide a local service.

    As you can imagine, Q-Commerce draws directly from the food delivery model. No one is surprised at this point to order a pizza over the phone and have it delivered in less than an hour. So why not apply this capability to other types of products or services?
  • E-commerce is reducing delivery times by leaps and bounds; large marketplaces and online stores are able to deliver on the same day or in a matter of hours. This is not a whim of brands: in fact, it is due to one of the most recurrent purchase motivations of users: the immediacy of the here and now.
  • Features of Quick Commerce

  • Sometimes it is a bit tricky to label trends in the business world. Still, there are some characteristics that seem very clear:
    • Delivery in one hour or less: when we say quick, we don not mean 24 hours. That is little less than a standard.
    • Local focused: it is clear that, no matter how powerful logistics is, the delivery range is necessarily limited to proximity.
    • Convenience: of course, the orders received are also for instant consumption. Necessity takes precedence over appetite.
    • Availability: not all of us have the possibility of having stock available for immediate delivery. For this reason, many of these Q-Commerce eCommerce are more service providers than stores. They make the purchase and deliver it, charging more for the management than for the product itself.
  • Which products does Q-Commerce make sense for?

  • As we already pointed out, Quick Commerce is oriented to a quite specific type of product for which it really makes sense to have immediate delivery.

    The best example is that of online supermarkets and their entire range of consumables, fresh or not: food, cosmetics, cleaning, gifts, toys... Those things that we used to buy on the go at any time before the coronavirus transformed eCommerce.

    We can also add to this other categories and niches that have grown as a result of the pandemic. Teleworking has created new needs that must be met at full speed in office supplies, consumables, electronic devices....

    Hence, businesses such as Gorillas or the well-known Glovo have flourished, which manage purchases in third-party establishments and provide delivery in record time.

    We could also include in the Quick-Commerce category Amazon Prime Now, which uses its gigantic logistics network in some cities to serve certain products - in this case from its own stock - with delivery times of one hour or less.
  • A business model and a change of habits

  • COVID is being a social and economic drama, there is no doubt about it. It has radically changed us, the way we interact with the world, our relationships and, of course, the way we shop.

    eCommerce has experienced a spectacular boom in recent months. Users who were already regulars have increased their orders, and those who were still reluctant have ended up joining the online shopping trend.
  • This is probably why it makes more sense than ever to offer our customers the possibility of buying those products that until now many would not have considered buying online. Audience has understood that this works and is safe at all levels.

    Security is one of the keys to everything that has and will have to do with commerce in the coming months. This new way of shopping relies heavily on the fact that we are minimizing risks: as a Q-Commerce company we are not only selling or delivering a product, but our real added value is that we are saving time and creating peace of mind.
  • It is clear that not all e-commerce or all niches can join Quick Commerce, but it is a great opportunity for those where it makes sense. Are you up for Q-Commerce?

  • Images | Unsplash.

Miguel Nicolás

Miguel Nicolás O'Shea is a life-long copywriter (more than 15 years working in agencies) and a specialist in Search Marketing (SEO and PPC). From now on, he will contribute with his online marketing experience to Oleoshop, publishing regularly.

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