Modern Generation Z prefers using express delivery services (Quick Commerce) instead of traditional trips to stores because they feel that going to the store requires too much effort or takes up too much time amidst the hustle of office, academic, and daily life.
For Gen Z representatives, purchasing through an application is a fast and convenient process: one just needs to open the app, select items, and the order is delivered in minutes. This provides them with a sense of satisfaction as they receive what they want without wasting time, even if it involves a small extra cost.
Quick Commerce has become an integral part of this generation's lifestyle because they like things that make life faster and simpler. Therefore, they consider ordering goods via phone more practical than buying them in a physical store.
However, this convenience often leads to purchases exceeding necessary needs and moving into the realm of impulse buying. When a user sees an item in the app, receives a special offer, or simply decides to 'add more,' a purchase occurs. Thus, what is a time-saving method for Gen Z sometimes changes spending habits without conscious realization.
As a result, due to fast delivery, one item can unexpectedly deplete a monthly budget. For example, if milk runs out, and a person opens the Quick Commerce app, snacks, skincare products, cold drinks, chocolate, and clothing appear before them. In such a case, it is difficult to resist, and the desire to buy additional items increases. Milk might have cost 60 rupees, but the cart reached 450 rupees.
Impulse buying is the sudden acquisition of something without prior planning. Often, these items are not essential, but special offers, discounts, attractive packaging, or current mood prompt the purchase. Among Generation Z, this has become even easier thanks to online shopping and Quick Commerce apps.
When goods arrive at the consumer's place in just a few minutes, the need is satisfied instantly. This means that purchases begin to be determined not so much by necessity, but by mood, convenience, or excitement.
Firstly, there is the trap of free delivery: apps often advertise free delivery above a certain order amount. If your bill is 220 rupees, you might add an item worth 100 rupees (such as chips or soda) to reach the threshold, even if you didn't need it.
Secondly, the impact of small transactions: daily orders of small items—bread for 50 rupees, milk for 40 rupees, vegetables for 100 rupees—seem insignificant. However, with three orders a day, this can turn into an extra burden of 3000–4000 rupees by the end of the month.
Thirdly, low volume, high price: vegetables or fruits available in Quick Commerce are often sold in packages (e.g., 250 or 500 grams), and their price per kilogram is significantly higher than in local grocery stores or markets.
What seems convenient to Gen Z gradually becomes a 'budget killer,' and they only find out at the end of the month by looking at their account balance. Unlike grocery store purchases, which are usually made according to a list, purchases in Quick Commerce are often made based on mood.
