Very fast deliveries: because q-commerce is a “blue ocean” of opportunities

It’s been a few years (if not months) since we celebrated the unicorns of the Quick commerce. Then, as often happens, the trend took root and not everyone moved on to the post-start-up ranks.

In fact, the q-commerceo quick-commerce whatever you want to say, it represents one of the most significant evolutions in the panorama of retail digitalresponding to the growing demand of consumers looking for ultra-fast delivery services. Originating as a natural evolution ofe-commerce, stands out for its promise of extremely short delivery times, often within 30 minutes or less, a service that is perfectly suited to today’s frenetic pace of life. In fact, today we choose to be “slow”, not the other way around, and for many slowness is a luxury to be savored. On the contrary, speed (especially when it is at our service) is increasingly appreciated.

In the meantime, a recap of the recent history of the q-commerce: a concept that has taken hold thanks to technological advancement and greater logistical efficiency. Companies like Globo, Deliveroo e Uber Eats they have expanded their reach beyond just restaurant food to include the delivery of groceries, medications, and other daily necessities. This transition has transformed the sector, making it an indispensable component of the modern lifestyle.

Today, q-commerce is in a phase of rapid evolution, with companies looking to stand out in an increasingly crowded market. A clear example of this dynamic is represented by Globo, which operates in 75 countries and stands out for innovation in the sector. Part of the group Delivery Hero, has seen impressive growth, with over 3.5 million active users and a presence in 350 cities globally. The platform has demonstrated a strong commitment to sustainability and social responsibility, as evidenced by initiatives such as Glovo Access, a free logistics platform for NGOs, and Courier Trampoline, which provides couriers with access to free training and job opportunities.

Glovo’s vision, “to give everyone easy access to everything in their city”, underlines the ambition of make q-commerce an all-encompassing service; this is evident in the diversification of the product categories offered, which go beyond food to shops, pharmacies and general groceries, underlining the potential of q-commerce as a multi-category solution.

Investments in innovative business models, such as marketplacei darkstore eh “darkstore as a service” already in place with the collaboration with Carrefour and the opening of the first in Florence Carrefour Sprint, underline continuous evolution and adaptation to consumer needs. With projections indicating 2028 revenue growth of 38% for q-commerce in Italy, where penetration is still lower than the European average, Glovo and similar platforms are defining the future of digital retail. This suggests plenty of room for future expansion, with the q-commerce positioned as a “blue ocean” of opportunity.

In Italy, according to the analysis of Globosees among the main users of Q-commerce the age range ranging from 25 to 44 years, 42% choose it because they “don’t have time to do the shopping” (25%) or simply don’t feel like it (17%), urgency comes in third place with 16%. Looking at spending, milk and dairy come first, followed by packaged foods and drinks. Between Nord e Sud some differences but without excesses as he underlined Alberto Dolcetta, Quick Commerce & Brands Ads Director at Glovoduring his speech at Marketing & Retail Summit in Bari: “Q-commerce is truly exploding in Southern Italy too. To get an idea, penetration in the main cities of the South already exceeds 10% of Glovo’s total volumes and, in the last 5 years, it has grown 16 times compared to 2019, therefore, we see a South that has a great desire to grow and digitalize as much if not faster than the North”.

Looking at the future trendsQuick Commerce will increasingly focus on personalization and artificial intelligence, in fact, machine learning algorithms can analyze consumers’ purchasing habits to provide personalized recommendations, improving delivery efficiency and the overall experience.

There will be no shortage of the theme of sustainability, increasingly crucial; As q-commerce grows, so too does awareness of its environmental impact. Companies are therefore pushed to innovate with eco-friendly packaging, electric delivery vehicles and strategies for minimize waste.

Furthermore, we are already witnessing today experiments focused on the integration of emerging technologies: Delivery drones and robots are starting to make an appearance in some markets, promising to further reduce delivery times and operating costs. Although this trend is still in its early stages, it has the potential to revolutionize the concept of fast delivery.

Also unlimited (or almost)expansion of the products and services offered; from household items and electronics, to services like appointment booking and document delivery, q-commerce is evolving into a one-stop solution to meet a wide range of everyday needs.

All this will be made possible also thanks to collaborations between different companies: Joining forces between retail giants and q-commerce startups can offer innovative solutions and improve logistics efficiency, benefiting both businesses and consumers.

In conclusion, the evolution of q-commerce is a clear indicator of how technology and consumer habits are shaping the future of retail. With a greater emphasis on customization, sustainability, and the integration of new technologies, q-commerce is poised to meet the needs of an increasingly fast and connected world, promising to take the convenience of digital commerce to a whole new level .

*Director of Markup e Gdoweek