June 16, 2024
US Quick E-Commerce

Rise of Quick E-commerce in the US

The past few years have seen the rise of a new wave of e-commerce companies focused on quick delivery of products. Often referred to as quick commerce or q-commerce, these startups aim to deliver items to customers within hours rather than days. With their ultra-fast fulfillment models optimized for metropolitan areas, quick commerce players are changing the e-commerce game in the US.

The Quick Commerce Model

At the core of Us Quick E-Commerce is speed – delivering products to customers on the same day or within a few hours of ordering. To achieve this, companies rely on dense networks of micro-fulfillment centers located close to population centers. These mini-warehouses are stocked with the most commonly purchased items from grocery to electronics. When an order is placed, it is picked, packed and handed off to couriers for last mile delivery using methods like bicycles or scooters to navigate city traffic.

This model differs from traditional e-grocers which rely on large centralized warehouses located farther from cities. It also differs from on-demand services which focus on restaurant delivery. Quick commerce aims to provide the convenience of same day delivery for a wide range of products through an optimized supply chain.

The Players Driving Growth

A number of startups have emerged in recent years focused on building out the quick commerce concept in major US cities. Gopuff was one of the early pioneers in the space, having operated micro-fulfillment centers on college campuses since 2013. The company now delivers from over 500 locations across the US and Europe.

Instacart also expanded into grocery delivery within hours through their express membership program in 2019. However, startups like Jokr, Fridge No More, and Buyk have entered solely focused on quick delivery. These companies have raised hundreds of millions in funding thanks to strong demand for their services during the pandemic.

International players have also gotten into the quick commerce game in the US. Turkey-basedGetir launched in New York City in 2021 and now operates in over a dozen cities. Gurugram-based Zepto also launched Stateside and plans to expand across the West Coast. With backing from global investors, these companies are likely to drive further adoption of quick commerce.

Challenges in Perfecting the Model

While the concept is attracting significant interest and funding, quick commerce startups face substantial challenges in perfecting their model for long term success. Maintaining profitability remains a major hurdle due to expensive last mile infrastructure and fulfilment costs. Their ultra-fast delivery also relies on meeting minimum order values to make it economical, limiting the addressable customer base outside major metros.

Staffing micro-warehouses and retaining couriers in a tight labor market consumes significant resources. Quality control over perishables delivered within hours also needs addressing. Winning greater customer loyalty against well-established grocery retailers and restaurant delivery providers presenting better deals remains an open challenge. Finally, competition is intensifying with more players entering each city, making it difficult for any single player to gain scale advantages.

Regulatory Hurdles Ahead

Quick commerce players now face a new set of regulatory challenges constraining their growth ambitions in some cities. Issues around land use approvals, commercial licensing, and compliance with labor laws have already impacted operations for some startups.

For instance, San Francisco placed a temporary ban on new delivery-only stores in 2021 amid concerns over congestion from operations in neighborhoods not zoned for retail activity. New York City also proposed guidelines around licensing of micro-warehouses the same year. With growing backlash over delivery traffic and other externalities, ensuring compliance with evolving regulations will be critical for their sustainability in major markets.

Future Outlook

Despite near-term challenges, quick commerce is expected to gain significant traction over the medium to long term, especially in major urban areas. Investors remain bullish on its potential given strong consumer demand for ultra-fast fulfillment. Studies show over 65% of US shoppers want delivery within 4 hours and are willing to pay more for the convenience. As fulfillment networks densify and operations refine, margins should also improve bringing the category to profitability.

While grocery delivery will remain a core focus, partnerships with restaurants and expansion of product catalogs will drive higher basket values and order frequencies. Forming strategic alliances with retailers, courier services and other players can help leverage synergies and efficiencies across the value chain over time. Barring major regulatory headwinds, quick commerce is poised for robust growth in transforming how urban consumers access products around them within minutes.


  1. Source: CoherentMI, Public sources, Desk research
  2. We have leveraged AI tools to mine information and compile it