Ultra-Fast (10-Minute) E-Commerce In India: An Analytical Study With  Special  Reference To Coimbatore City

Author(s)	Dr. Matilda Rozario
Country	India
Abstract	Ultra-fast (10-minute) e-commerce has emerged as a disruptive business model in India, powered by instant delivery platforms such as Blinkit, Zepto, Swiggy Instamart, and Dunzo. This study investigates the growth, consumer perception, operational efficiency, and challenges of the 10-minute delivery model, with a special reference to Coimbatore City. Using descriptive research design and both primary and secondary data, the study employs statistical tools including Chi-Square Test, ANOVA, and Correlation Analysis. Data was collected from 210 respondents through a structured questionnaire. The results show that convenience, time-saving, and emergency needs significantly drive adoption, while the concerns are delivery fees, product availability, and sustainability. The findings highlight that ultra-fast delivery is reshaping consumer behavior in Coimbatore, particularly among Gen Z and working professionals. The study concludes with recommendations for improving profitability, operational efficiency, and long-term sustainability of the quick-commerce sector.
Keywords	Ultra-fast E-commerce, consumer satisfaction, logistics technology, product assortment, digital platforms
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-07
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.62699

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