Dark Patterns of Q- Commerce

Harinath

Strategy & Growth – Reliance Retail; EI Outlook Editor

The Hidden Game of Quick Commerce: Are We Really Winning?

Introduction: What’s Really Happening?

Quick commerce has changed the way we shop. Need milk for your morning tea? Get it in 10 minutes. Forgot an ingredient while cooking? No problem, just tap and order. These platforms offer incredible convenience, saving us time and effort. No more waiting in lines, no more last-minute store runs.

But while the benefits are undeniable, the hidden costs often overshadow them. Ever noticed how a simple order turns into a shopping spree? Or how delivery fees and dynamic pricing creep up on you? The same technology that makes life easier also nudges us into spending more—sometimes without us even realizing it.

So, are we really winning with quick commerce, or are we just playing along in a well-designed game?

Let’s break it down.

How These Apps Play the Pricing Game

You open an app to buy milk. But suddenly, you see an offer: Free delivery above ₹99! You think, “Okay, I’ll add something else.” Then there’s another banner—Super Saver! Buy for ₹1000 and save ₹150!

Now you’re thinking, “Should I stock up on Surf and Comfort while I’m at it?” Before you know it, you’ve bought three packs of detergent, five fabric softeners, and a bunch of snacks you didn’t plan on getting. Sound familiar? Yes, my maid gives me that look.

Meanwhile, a different version of this happens on ride-hailing apps. Two people, same route, same time—yet different fares. Why? Because algorithms analyze everything—from your location to how desperate you seem (did you check the fare five times? Now it’s higher!) Or as they were accused, if you are an iPhone user, you might be charged more, since you can afford it.

Who Is Driving Whom? AI or the Firm?

With AI-driven pricing, the question arises: do companies truly control these algorithms, or have they set in motion systems they can no longer fully govern? Quick commerce platforms often employ pricing strategies that appear tailored but can sometimes feel misleading.

The Delivery Charges That Keep Creeping Up

Remember when delivery was free? Then came the small basket fee, service charge, GST, and extra fees for bad weather. That ₹45 item? By checkout, it’s ₹125. And unlike your neighborhood kirana store, where ₹10 actually means ₹10, here you’re paying for convenience—plus a little extra, always.

Quality? What Quality?

Ever ordered half a kilo of tomatoes and received a mushy 350 grams? Or found half your groceries missing? Who’s checking? Recently, dark stores of quick commerce platforms were raided for failing quality standards. When you complain, they just throw some money at you through confusing coupons and refunds. But what if you miss spotting a bad-quality product someday? Compensation isn't the solution—fixing the system is.

There have been many incidents where food inspectors and FSSAI found violations in compliance and hygiene.

Changing How We Shop—For Better or Worse?

These apps have rewired our brains. We used to plan grocery lists. Now, we order on impulse. You want a snack? Order. Need sugar? Order. Craving a dessert? Order. It’s a culture of instant gratification, but at what cost?

On the flip side, local kirana stores, which thrived on personal relationships, are shutting down. At least 2 lakh stores have closed in the past year, especially in metro cities, where quick commerce is booming. The irony? Many kirana stores are now joining these platforms to survive, but they lose control over pricing and profits.

So, What’s the Solution?

Be aware of these tactics. Next time you see a flashy deal, pause and ask—do I really need this?
Slow down on unnecessary orders. Convenience is great, but mindful shopping is better.
Customer is king. This is the fundamental rule of any business. Customers are smart and won’t like to be cheated.
Push for transparency. Companies need to be upfront about pricing and hygiene standards.

Support local stores when possible. Many now offer home delivery and digital payments. Take WalkToMart (Ph. no. 99301 21565), for example. They deliver within half an hour—on any basket value—if given permission at the gate. No hidden fees, no gimmicks. Just good old kirana service, but faster. Maybe the future of shopping is a mix of both worlds?

Quick commerce isn’t going anywhere, but we can be smarter about how we use it. The real win? Knowing when to play—and when to walk away.

Next time you open an app for “just one thing,” ask yourself—do I need it, or is the app just playing me? 😉

Sources:

INC42 ; Forbes ; ET