Quick commerce, defined by ultra-fast delivery of goods within minutes, has redefined consumer expectations for convenience. However, the rise in consumerism shows that personal gratification and convenience often come at the cost of others, and society ultimately suffers when instant gratification fuels resource-heavy activities at lightning speed. The sustainability paradox of Q-commerce lies in its ability to deliver within 10 minutes, offering unparalleled convenience for consumers while simultaneously contributing to environmental harm through carbon emissions from delivery riders, resource-heavy logistics that clog streets, and increased packaging waste impacting the planet.
Nestle India Chairman & MD S. Narayanan recently mentioned that over half of the e-commerce growth originated from quick commerce platforms in India. This surge has sparked global concerns around sustainability. Research indicates that the global quick commerce market size was estimated at USD 68.82 billion in 2022 and is projected to grow at a CAGR of 22.2% from 2023 to 2030. The growth is attributed to the demand for instant gratification supported by a convenience-driven model. However, this sector encounters a significant challenge with regard to environmental sustainability.
Quick commerce’s rapid delivery model inherently has a significant environmental footprint. You’ve likely seen advertisements from leading players such as Gorillas (Germany), Flink (Germany), Gopuff (USA), JOKR (Latin America/USA), Zapp (UK), Blinkit, Zepto, and Swiggy Instamart (India). These brands are redefining urban delivery through ultra-fast services but face environmental challenges and need to explore more sustainable innovations.
The promise of delivering groceries, sustainable athleisure, or electronics in under 30 minutes relies on a network of urban warehouses, frequent transportation, and single-use packaging, all of which strain natural resources. The Q-commerce last-mile delivery and transportation lead to greenhouse gas emissions, with urban logistics playing a substantial role due to high-frequency, low-volume deliveries.
The 2016 Paris Agreement, ratified by 194 countries, including the European Union, seeks to limit global warming and cut CO2 emissions. Its goal is to reduce carbon emissions by 45% by 2030 and achieve net-zero emissions by 2050. However, the World Economic Forum (WEF, 2020) predicts a 36% growth in global delivery vehicles by 2030. Consequently, delivery-related emissions are expected to rise by over 21%, with delivery traffic emissions potentially increasing by 32%. Q-commerce accelerates this problem by emphasizing quick delivery, often involving multiple trips by fossil fuel vehicles, which greatly boosts carbon emissions.
Packaging waste is a critical concern. Q-commerce platforms frequently rely on plastic bags, foam padding, and non-recyclable materials to ensure product safety during rapid transport. The OECD warns that global plastic waste could triple by 2060 without intervention, and it appears e-commerce and quick commerce would be major contributors. The convenience of quick delivery often leads to over-packaging, where each item is individually wrapped to prevent damage. Meanwhile, this leads to substantial waste that overwhelms recycling systems.
The urgency of quick commerce often prioritizes speed over sustainable practices, negating the positive impact of eco-conscious products. This paradox especially highlights how sustainable athleisure, organic cotton, or recycled polyester products are delivered by harming the environment. The rush to deliver these environmentally friendly goods undermines their very purpose, as resource-intensive logistics erase much of their positive impact. As a Native American proverb wisely reminds us, "We do not inherit the Earth from our ancestors; we borrow it from our children."
Quick commerce offers undeniable benefits but comes with significant environmental trade-offs. Understanding these pros and cons is essential for stakeholders aiming to mitigate its impact:
Pros:
Convenience and Accessibility: Quick commerce meets consumer demand for instant delivery, enhancing customer satisfaction and supporting busy lifestyles.
Economic Growth: The rapid delivery market generates jobs such as gig workers, and boosts local economies, especially in urban areas.
Cons:
High Carbon Emissions: Frequent, low-volume deliveries increase fossil fuel use, contributing to greenhouse gas emissions.
Packaging Waste: Single-use plastics and non-recyclable materials generate significant waste, straining recycling infrastructure.
Resource Intensity: Relying on urban warehouses and rapid logistics consumes energy and resources, undermining sustainability goals.
Use of High-Tech Solutions: Rising dependence on data centers in quick-commerce fuels environmental harm through massive energy use and growing e-waste. Their cooling systems further strain water resources, adding to the ecological burden.
Quick commerce firms can adopt biodegradable and recycled packaging to reduce environmental impact.
Recycled fibers and PET-derived polyester help reduce energy, water use, and carbon emissions, offering a sustainable alternative to traditional packaging.
Digital traceability tools help to ensure ethical sourcing and build consumer trust in supply chains.
Circular economy models like take-back programs enable more sustainable product lifecycles.
Eco-friendly delivery methods, including e-bike fleets, are reshaping last-mile logistics for a greener future.
“The greatest threat to our planet is the belief that someone else will save it.”
– Robert Swan, Polar Explorer
Presently, Q-commerce companies are operating with the strategy of Dark stores, which help to deliver products within an approximate radius of 2 km. For example, the average delivery time after an order is placed by companies ranges from a few minutes to hours, with the delivery destination typically within 2.2 kilometers. According to Scriven (2022), there are over 6000 dark stores worldwide, which is expected to reach 45,000 by 2030. It shows that the carbon emissions from combustion vehicles are very high, while the delivery distance within a 2.2-kilometer radius is quite low (assuming maximum delivery range).
However, last-mile delivery, the final step in the quick commerce supply chain, is a critical area for reducing environmental impact. Traditional delivery methods, reliant on gasoline-powered vehicles, contribute significantly to carbon emissions. However, green last-mile delivery solutions are emerging. Electric vehicles (EVs) and cargo bikes are increasingly adopted in urban areas to reduce emissions. Amazon is investing in EV fleets, with a target of 100,000 electric delivery vans by 2030. These vehicles produce zero tailpipe emissions, making them ideal for quick commerce’s high-frequency deliveries. Conversely, the market is witnessing a surge in the adoption of EVs in quick commerce, leading to expansion in business for battery-swapping companies. For instance, new mobility startups like Yulu and Zypp are witnessing rapid growth in India due to rising EV adoption and shared fleets in Q-commerce.
The rapid expansion of the quick commerce market, driven by consumer demand for convenience, presents a sustainability paradox that requires immediate consideration. While the sector contributes to economic growth and supports modern lifestyles, it is time to address collateral damage, such as environmental footprints like emissions, packaging waste, and resource-heavy logistics. However, there is a huge scope for innovation, from recycled fibers to transparent supply chains, and investing in green last-mile delivery and quick commerce can align with the values of the sustainable athleisure movement and eco-conscious consumers. More collaboration among companies, governments, and consumers is essential to prioritize sustainability without compromising convenience. Deliberate integration of solutions can transform quick commerce models and balance consumer needs with planetary health, ensuring a future where speed and sustainability coexist peacefully.
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