Gudwani proposes a one to two hour delivery window, allowing companies to source products directly from their warehouses for a broader selection. Some brands are reportedly considering linking their in-store inventory to quick commerce platforms.
There is consensus that restructuring the distribution of fashion through quick commerce will be achieved
Regardless of the approach, there is consensus that, given the abundance of capital and talent, restructuring the distribution of fashion through quick commerce will be achieved. Major players like Amazon, Reliance, and Walmart-backed Flipkart are also entering the quick commerce segment.
An era of overconsumption
However, there is a fundamental question of whether fashion buying truly requires such immediacy in an era of overconsumption.
Shilpa Sharma, serial entrepreneur and co-founder of Jaypore, challenges this approach, arguing: “There’s already enough impulse buying in fashion. Why escalate it further? Quick commerce could lead to reckless spending, harming both individuals and the planet. This raises ethical concerns for companies that claim to prioritise ESG while embracing quick commerce.”
An analysis by strategy consulting firm Redseer indicates that around two-thirds of consumer purchases in urban India are unplanned, of low to moderate value, and require instant fulfilment.
While such needs are understandable for fresh food and groceries, which have limited shelf lives and a cultural preference for fresh ingredients, the list of last-minute fashion needs is short. It may include replacement outfits for accidental stains, unexpected weather changes, or a last-minute gift. But for many spontaneous events, the solution may lie in one’s wardrobe rather than a quick commerce app.
Nonetheless, quick commerce platforms have the potential to drive impulse purchases. Platforms like Blinkit and Zepto deploy conversion-friendly tactics. They provide a user-friendly interface, optimised for speed with clear categories and search functions. The intuitive navigation of these apps encourages exploration, and they capitalise on India’s vibrant festive calendar by offering themed product collections, limited-time offers, flash sales and bundles. While currently focused on food, decor and beauty, they can easily expand to include apparel and footwear.
By incorporating festive imagery and themes, these platforms create a celebratory atmosphere whilst enhancing the shopping experience.
However, quick commerce fashion has a constraint when it comes to returns. Many non-perishable items are currently non-returnable, while damaged and defective items can be replaced within a limited time period. Managing returns can be challenging for quick commerce companies which prioritise fast turnover, operate on thin margins, and have limited storage space.
This approach stands in stark contrast to that of mainstream Indian fashion e-commerce sites like Myntra, which offer free and easy returns.
As Shilpa notes: “The lack of flexible return policies can deter shoppers who order three sizes and keep one and return the other two because that flexibility is available to them at no extra cost.”
Reflecting on fashion purchase behaviour, Ayushi says: “Many consumers might be willing to wait up to two days for their items to arrive in order to have the option for free returns. This suggests that the benefit of hassle-free returns often outweighs the appeal of near-instant delivery offered by quick commerce platforms.”
Mixed implications for fashion
The restrictive return policies of quick commerce may have mixed implications for the fashion category. While they could force shoppers into buying more mindfully, they might also result in customers buying on a whim, unable to return items easily, keeping products they don’t need—leading to increased waste or unnecessary accumulation of goods. Alternatively, these challenges could prompt quick commerce platforms to innovate and develop more sustainable solutions for managing fashion returns.
Whether we will transition from fast fashion to ‘immediate fashion’ remains to be seen. The quick commerce space is fast evolving, with various tech-driven experiments underway. One projection is that 30% of all quick commerce deliveries in major Indian cities will be conducted by drones. Other markets will be closely watching India’s developments for insights on how to enhance their quick commerce offerings in the dynamic landscape of online retail.
