The landscape of online shopping has taken a remarkable turn this Dhanteras, and it is largely driven by Q-Commerce platforms like Big Basket, Swiggy Instamart, and Zepto. Data indicates an astounding growth in the sale and delivery of gold and silver coins within just ten minutes of ordering, a feat that has left many consumers enthralled. The convenience of shopping from home, all while avoiding crowded stores during this festive season, has become an attractive option for many.

Big Basket has entered a partnership with renowned jewelry brand Tanishq for the sale of gold and silver coins. Meanwhile, Swiggy Instamart tied up with popular brands such as Malabar Gold and Diamonds, Muthoot Exim, and Jar. Similarly, Blinkit has affiliated with Malabar, Joyalukkas, and MMTC to provide certified coins to their customers. This collaboration among established players has made it increasingly easier for consumers to purchase precious metals, an integral part of Diwali celebrations, with just a few clicks.

Customer feedback highlights the appeal of trustworthiness in Q-Commerce. Raghav Virmani from Hadapsar stated, “These coins are from trustworthy sources and certified. I had no issue purchasing a 10-gram silver coin via instant delivery.” This is noteworthy as it points towards the growing consumer trust in online platforms to deliver high-value products securely.

Zepto, another Q-Commerce player, has reported a remarkable 6x increase in gold coin sales compared to the previous year. Sales of silver coins have equally seen a substantial rise, registering a 4x growth. Aadit Palicha, co-founder and CEO of Zepto, remarked, “Dhanteras shopping is off to a shiny start.” Such figures underline the trend of online purchasing during major festivals, suggesting that the convenience factor combined with the cultural significance of gold and silver coins has sparked consumer interest.

Blinkit also isn’t falling behind in capitalizing on the festive shopping rush. The CEO, Albinder Dhindsa, shared insights via social media regarding a rising number of Diwali gift orders. Alongside traditional offerings, customers can now select unique gift options packed wonderfully for the occasion, including specialty items for pets. The introduction of EMI on all orders over ₹2,999 (excluding gold and silver coins) further highlights the effort to ease the purchasing process for consumers, thereby enhancing customer experience.

Observations from Big Basket co-founder and CEO, Hari Menon, showed an incredible 14x surge in the sale of gold coins compared to 2023. He jokingly noted, “Dhanteras sales are soaring high! We just hit Gold (literally). From gold coins to brooms, we’re on a clean sweep of success. Records smashed, and we’re not done shining yet – more festive wins to come!”

Beyond precious metals, there is a noticeable trend in the purchase of Diwali gift boxes that include items like diyas, incense sticks, and chocolates. Ishita Chawla from Baner expressed her satisfaction: “We have ordered about eight gift boxes online. It is a good option, especially for last-minute purchases.” This demonstrates that Q-Commerce is not just about convenience; it also meets the nuanced needs of consumers eager to celebrate the festival with meaningful gifts.

FMCG brands have also joined this quick commerce wave, providing special festive gifting packs. Krishnarao Buddha, senior category head at Parle Products, noted nearly doubled growth via quick commerce channels, highlighting that companies like Parle have begun introducing gifting solutions under their new offerings.

According to Karan Taurani from Elara Capital, this increase in high-value product sales is a strategic move by companies to tap into a lucrative market segment. Although the customer base may be small, the potential to boost average order values presents a compelling reason for brands to explore this avenue further. “There is no restriction on what can or can’t be sold via quick commerce, so companies are experimenting,” added Taurani.

As Q-Commerce continues to thrive, the ease of access to essential and luxury items like gold and silver coins reflects broader shifts in consumer behavior. The ability to shop quickly and avoid the chaos typically associated with festive seasons is likely to inject significant momentum into this retail model.

In conclusion, the recent surge in consumers ordering precious metals via Q-Commerce platforms not only signifies a change in shopping habits but also indicates a growing acceptance of online purchasing for high value items. As retailers expand their offerings and enhance their services, we can expect this trend to grow, reshaping future festive shopping experiences.