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Analysis · Commerce & Consumer Brands

Zippee founder discusses quick commerce's shift to habit-led consumption and premium benchmarks

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Date
Company
Zippee
What it does
quick commerce logistics platform
Kind
Analysis
Sector
Commerce & Consumer Brands

What they do

Zippee is a quick commerce logistics platform aiming to deliver goods within 60 minutes, a new premium benchmark for deliveries

What happened

The founder, Madhav Kasturia, says quick commerce is moving from emergency-led usage to habit-led consumption, with consumers placing multiple orders per week

Why it matters

Quick commerce is expected to grow to $68 billion in gross merchandise value by 2031, driven by affluent consumers and expanding into high-AOV categories

The details

  • Zippee is a quick commerce logistics platform that delivers goods within 60 minutes, a new premium benchmark for deliveries.
  • The founder, Madhav Kasturia, says quick commerce is moving from emergency-led usage to habit-led consumption, with consumers placing multiple orders per week.
  • Quick commerce is expected to grow to $68 billion in gross merchandise value by 2031, driven by affluent consumers and expanding into high-AOV categories.
  • The food and grocery category is the fastest-growing segment, with a 28% CAGR between 2026 and 2031.
  • Platforms are now entering high-AOV categories like electronics, beauty, and apparel, aiming to increase their wallet share.
  • Quick commerce is reshaping brand strategies, with brands focusing on metrics like inventory accuracy and rider utilisation.
  • Infrastructure density is a major challenge beyond metro cities, with dark store and rider networks needing to scale for reliable deliveries.

The bigger picture

  • Quick commerce is becoming a deeply embedded consumer habit in India, with same-day deliveries becoming the default.
  • The shift from emergency-led usage to habit-led consumption is driving growth in the sector.
  • Affluent consumers are using quick commerce as a preferred channel for premium purchases, with a focus on quality and convenience.
  • The rise of quick commerce is blurring the lines between planned and impulsive purchases, challenging both retail and ecommerce platforms.

What happens next

  • The next phase of growth will depend heavily on expanding hyperlocal warehousing and improving last-mile efficiency beyond Tier I cities.
  • Brands are working more on metrics like inventory accuracy, gig worker utilisation, and dark store math.

The deal

Type
other

Founders

  • Madhav Kasturia, founder
  • Yash Dholakia, partner at Sauce.vc

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Same day

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