Assessing the Impact of Quick-Commerce (Q-Commerce) Adoption on Impulse Buying and Brand Loyalty: Evidence from a Metropolitan Retail Market Compared with Weekly Stock-up Shopping

Abstract

Background: The rapid emergence of quick-commerce (Q-commerce) platforms delivering daily essentials within 10–20 minutes has reshaped consumer procurement patterns from planned weekly stock-ups to immediate, app-driven micro-purchases.

Objectives: This study examines the dual impact of Q-commerce adoption on impulse buying behaviour and brand loyalty in a metropolitan market, contrasting these shifts with conventional weekly stock-up shopping habits.

Methodology: A descriptive cross-sectional mixed-methods design is proposed, combining a structured online survey with in-depth interviews to compare behavioural patterns across retail formats.

Results: The analysis indicates that Q-commerce intensifies impulse buying through reduced transactional friction and algorithmic nudges while weakening brand loyalty by shifting choice toward immediate availability and delivery speed.

Conclusion: Although Q-commerce maximizes convenience, it can commoditize brands and alter long-term brand equity dynamics, requiring platforms and FMCG firms to balance rapid fulfilment with brand-building strategies.