As quick commerce apps continue gaining traction, traditional grocery outlets, including supermarkets and Kirana stores, grapple with a significant shift in consumer behaviour. The convenience of these apps, which deliver groceries in minutes, is transforming how people shop, especially for essentials like groceries.

A clear indicator of this disruption can be seen in D-Mart’s recent Q2 business update. D-Mart, one of India’s largest supermarket chains, reported a modest 1% year-on-year growth in sales per store. Revenue growth per store also lagged at 2.2%, a notable drop from the previous two quarters, which saw growth rates of around 5.5%. The slowing growth underscores the growing challenge from quick commerce platforms, which are increasingly catering to last-minute top-up purchases and monthly grocery needs.

D-Mart’s CEO had previously acknowledged the growing impact of quick commerce on traditional retail, estimating a 1-2% dip in sales, particularly in major cities like Mumbai. Despite this, the company has yet to make plans to launch its own quick commerce services. Instead, D-Mart intends to open more stores in areas with high demand for quick commerce, signalling a strategic pivot to counter the trend.

Quick commerce, once primarily used for urgent, small-scale purchases, is now becoming a preferred option for larger, regular grocery shopping.

According to a Nielsen IQ report, 20% of offline shoppers have transitioned to buying their entire grocery needs online. Nearly 31% of shoppers purchase essential grocery items online, while 39% use quick commerce apps for top-up purchases. Furthermore, 60% of shoppers now opt to buy their monthly staples online, indicating a profound shift in consumer behaviour.

While modern supermarkets like D-Mart feel pressure, Kirana stores may feel the pinch the hardest. These small, neighbourhood grocery shops, once the cornerstone of India’s retail landscape, are losing ground as more consumers turn to the convenience of online platforms. Though modern supermarkets still offer a value proposition in terms of store experience and variety, the competition from quick commerce apps is becoming more pronounced.