International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Commerce and Quick Commerce as Catalysts of Behavioural Transformation

Author(s) Mr. RAJAT UMREY
Country India
Abstract Over the past decade, India has witnessed a transformative shift in consumer behaviour driven by the rapid expansion of e-commerce and the emergence of quick commerce platforms. This paper explores the evolution of Indian consumer mindset and preferences from the early stages of internet-enabled retail to today’s instant-delivery ecosystem. The study traces the journey from the late 2010s, when digital commerce was limited to metropolitan consumers, to the present era where Tier II and Tier III cities are equally driving online consumption. The analysis examines key enablers of this transition—affordable smartphones, democratized internet access through the entry of Reliance Jio in 2016, rising disposable incomes, and the proliferation of consumer-credit instruments. These factors have collectively redefined how Indians perceive value, convenience, and trust in digital transactions. Furthermore, the paper analyses how this behavioural shift has influenced corporate strategies, supply-chain logistics, and product offerings. By assessing both demand-side behavioural changes and supply-side adaptations, this study highlights the broader socio-economic implications of India’s digital-commerce revolution and argues that this evolution is both empowering and conditioning for the Indian consumer psyche.
Keywords E-commerce in India, Quick commerce evolution, Digital consumer behaviour, Online retail transformation, Indian consumer psychology, Instant delivery economy, Behavioural economics of digital commerce, Platform trust and digital ecosystems , Tier II and Tier III city consumption, Internet democratization (Reliance Jio effect)
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-01-23
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.67067
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E-ISSN 2582-2160
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