Picture this: You’re craving a chocolate bar at midnight, and in just ten minutes, it arrives at your doorstep. No hassle, no waiting. Sounds magical, doesn’t it? That’s the power of quick commerce, a revolutionary service that promises ultra-fast deliveries, making our lives infinitely more convenient. But have you ever wondered what happens behind the scenes? How does your order get to you so quickly? And at what cost?
As consumers, we enjoy this convenience. However, on the other side of this transaction, a delivery executive races against time, navigates through traffic, and often puts their safety at risk just to ensure we receive our orders in a few minutes. This blog explores the hidden realities of quick commerce, highlighting the struggles of delivery personnel, the ethical concerns surrounding these services, and the responsibility we all share in valuing human lives over mere convenience.
A Shift in Consumer Culture
Quick commerce (Q-commerce) has reshaped urban consumer behavior. Platforms like Zepto, Blinkit, and Swiggy Instamart promise deliveries within 10-15 minutes, catering to the increasing demand for instant gratification. While traditional e-commerce took a day or two for delivery, Q-commerce revolutionized this by using dark stores (small warehouses within localities) and a hyper-local delivery model to ensure lightning-fast service. But while businesses thrive on this model and consumers love the speed, the real question remains: Is this sustainability coming at a human cost?
Contrast this with Western cultures, where people often make grocery shopping an experience rather than a rushed necessity. Families in countries like the U.S., the U.K., and much of Europe still prefer visiting supermarkets together, browsing through aisles, picking fresh produce, and making thoughtful purchasing decisions. Shopping is not just about buying—it’s about social interaction, relaxation, and sometimes even a fun weekend outing. In many Indian cities, however, the rush for quick deliveries has replaced this experience with a sense of urgency, where planning ahead is lost, and instant solutions are the new normal. But is this constant race for speed really adding to our quality of life?
The Pressure on Delivery Executives
For a delivery executive, every second counts. Algorithms dictate their routes, and tight delivery windows mean they must rush through streets, often in high-traffic areas, to complete their deliveries on time. Many times, they have to jump signals, overspeed, and take risky shortcuts. The pressure to meet delivery targets puts them in a constant state of stress and urgency. With shorter delivery timelines, the risk of accidents increases exponentially. According to reports, a significant number of road accidents involve delivery personnel who are trying to meet stringent deadlines. The more they rush, the higher the chances of mishaps, sometimes leading to fatal consequences.
Weather extremes pose another challenge for delivery personnel. Whether it’s scorching heat, heavy rain, or freezing cold, they have to be on the move, ensuring deliveries are completed on time. Since they are incentivized per order, many riders choose to work long hours, skipping meals and rest to earn more. Despite their hard work, delivery executives often earn meager wages. Incentives are structured in a way that encourages them to complete more deliveries, sometimes at the cost of their health and safety.
The Ethical Dilemma
While quick commerce is a marvel of logistics and technology, it poses a serious ethical dilemma. Are we, as consumers, unknowingly encouraging an exploitative system? Is our demand for instant gratification costing someone their well-being or, worse, their life? Think about it—do we really need a bag of chips or a bottle of Coke in 10 minutes? Could it wait for an hour, or even a day? The urgency we impose is, in many cases, artificial, driven more by habit than necessity.
Corporations must take accountability and ensure that their operations do not compromise the safety of their delivery personnel. Instead of extreme delivery commitments, platforms can extend their delivery times, ensuring that riders don’t have to put themselves in danger. Riders should be paid a fair wage with bonuses based on performance rather than sheer speed. Regular safety training and mandatory protective gear should be provided. Companies must offer accident insurance and medical support for their riders. Additionally, companies should educate consumers about the efforts behind quick deliveries and encourage them to prioritize human well-being over speed.
Our Role as Consumers
As end-users, we play a crucial role in shaping business ethics. We should be more patient and opt for longer delivery times when possible. A 30-minute delivery is still fast! Tipping generously can go a long way in supporting a delivery worker’s income. Using social media or feedback platforms to encourage companies to implement safer policies is another effective way to bring about change. A simple “thank you” or a smile can make a huge difference in a rider’s day. Lastly, we should avoid unnecessary orders. Do you really need that ice cream in 10 minutes, or can you plan your grocery shopping better?
Western cultures show us an alternative—a more relaxed, planned, and enjoyable shopping experience where consumers take their time rather than demand everything at their fingertips within minutes. Perhaps we need to rethink our priorities, balancing convenience with responsibility.
Time to Rethink Our Priorities
Quick commerce is a game-changer, but it comes with real-world consequences that we cannot ignore. Behind every instant delivery is a human being who is pushing their limits to serve us. As a society, we must shift our mindset from mere convenience to compassion. The next time you order something, think about the person delivering it. Their life is worth more than a 10-minute service. Let’s value human lives over speed and work towards a system that balances efficiency with ethics. After all, true progress is not just about getting things faster; it’s about making sure no one is left behind in the race.
Let’s choose humanity over haste.
This article sheds light on a crucial yet often overlooked aspect of quick commerce—the human cost behind ultra-fast deliveries. While we enjoy the convenience, it’s essential to recognize the immense pressure delivery executives face, from unsafe working conditions to financial insecurity. The ethical dilemma raised here is thought-provoking: Is our impatience worth risking someone’s life? Companies must take responsibility by prioritizing rider safety over unrealistic delivery timelines, and as consumers, we must rethink our expectations. A little patience and empathy can go a long way in making this system more humane. Kudos to the writer for bringing this important issue to the forefront!
The article is really good and nicely written. Your prospectives are absolutely correct. A company must prioritize the employees well being and safety while to ensure customer satisfaction. Yes the quick commerce companies need to prioritise the safety of their delivery partners. One statement – if you take care of your employees then your employees take care of your customers. P – people are still important to deliver the value proposition of the quick service companies. Yes in future drone might be the potential technology for quick commerce firms l.
Absolutely amazing penmanship! We discussed this during our classroom session, and I hadn’t realized you’d picked up the idea and crafted such a thoughtful perspective, highlighting the challenges and risks involved. Truly incredible!