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VOL. 12, ISSUE 3 (2026)
Quick commerce on consumer buying behaviour and brand loyalty: A literature review
Authors
Sayinath Vernekar, Dr. Monica S
Abstract
Quick commerce has emerged as a transformative
retail model in urban India, reshaping how consumers purchase everyday
essentials through ultra-fast delivery, app-based convenience, and localized
fulfillment networks. This literature review examines the influence of quick
commerce on consumer buying behaviour and brand loyalty, with emphasis on the
shifting balance between speed, convenience, and traditional brand preferences.
The reviewed studies suggest that quick commerce encourages impulse buying by reducing
decision time, increasing exposure to promotional cues, and strengthening
instant gratification tendencies. At the same time, the platform-centric nature
of quick commerce often shifts consumer loyalty from individual brands to the
delivery app itself, especially when consumers prioritize speed, pricing, and
service convenience over product allegiance. The literature also highlights the
role of dark stores, algorithmic recommendations, scarcity messaging, and
private labels in shaping purchasing decisions and weakening long-term brand
commitment. However, frequent stockouts, service failures, and inconsistent
delivery experiences can negatively affect trust, satisfaction, and repeat
usage. Overall, the literature indicates that quick commerce is not merely a
logistical innovation but a behavioural force that is redefining consumer
choice patterns and loyalty structures in urban markets. The review also
identifies a significant research gap in the Indian context, particularly the
lack of longitudinal studies measuring how repeated exposure to quick commerce
influences brand switching and loyalty erosion over time.
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Pages:78-81
How to cite this article:
Sayinath Vernekar, Dr. Monica S "Quick commerce on consumer buying behaviour and brand loyalty: A literature review". International Journal of Commerce and Management Research, Vol 12, Issue 3, 2026, Pages 78-81
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