Vizag: Online quick delivery services overpower retail stores

While this rapid service offers are attractive to consumers, the delivery personnel often face immense pressure to meet stringent deadlines.

"Before your tea cools, someone zips through traffic to replenish your sugar supply," says Raj Kumar, a regular user of quick commerce services in Visakhapatnam.

This isn't an exaggeration, but the new reality of urban Indian retail, where sudden needs for anything from diapers to electronics items can be met within minutes.

The expansion of quick commerce has been dramatic. What began as rapid grocery delivery has evolved into a comprehensive service network, offering cooked food, electronics items, clothing, cosmetics and even festival-specific items like Diwali hampers and gold coins.

During recent Dhanteras celebrations, several platforms advertised 10-minute gold coin deliveries, highlighting the sweep of this transformation.

Traditional shop owners are feeling the pinch. For instance, Sai, a grocery store owner on Old Jail Road, told Deccan Chronicle that foot traffic has dwindled significantly. Only the customers who can afford to pay through EMI schemes frequent his store. Many who browse the net and locate his shop do the purchasing only at the end of the month.

Delivery workers also face significant challenges due to the imposed time constraints. Vinaya Sagar, a delivery boy from Visakhapatnam, explained his experience, “I don’t work for just one platform. When I’m in Madilapalem and receive an order notification, I head to the nearest hub where items are packed with a token number.”

He described how he must collect parcels from designated racks and adhere to strict delivery timelines. If he fails three times to deliver the pack within the stipulated time, deductions are made from his salary.

Despite the incentives for good performance based on ratings, he often finds himself racing against time even in extreme weather conditions.

An area manager from one of these platforms who preferred to remain anonymous elaborated on their operational model, saying, “These platforms utilise dark stores or local fulfilment centres, which stock high-demand products to ensure quick access for delivery personnel.”

“Workers are assigned to these centres and mobile applications are used for real-time order notifications and optimised delivery routes. The AI streamlines the process by calculating efficient routes and time spans. Once an order is placed, it is swiftly processed at the nearest fulfilment centre, allowing delivery personnel enough time to quickly pick up items and navigate through the traffic.