As quick commerce continues to gain traction, offering startlingly rapid product delivery within minutes, the gifting sector is reevaluating its strategies. The combination of speed and spontaneity in shopping has drawn in a younger consumer base, compelling traditional gifting businesses to reconsider their approaches.

Varun Moolchandani, executive director of Archies, articulates the surge of interest in quick commerce, describing it as a potential game-changer for his company. He notes that this model not only adds a new sales channel but also accelerates inventory turnover. Archies is eyeing the quick commerce opportunity to achieve 20% of its overall revenue by March 2025, driven by their impressive 150% year-on-year growth through platforms such as Swiggy Instamart, Zepto, and Blinkit.

The case for quick commerce is growing stronger in the gifting industry, as these quick delivery services help businesses reach customers who seek immediate access to goods. Shrey Sehgal, co-founder of FlowerAura, mentions that quick commerce represents about 12-15% of their current orders, with projections suggesting this could rise to 40% in the coming years. This shift is not purely opportunistic; it reflects changing consumer preferences, particularly for last-minute purchases.

However, the landscape is not without challenges. Despite the advantages of speed and accessibility, quick commerce platforms are grappling with the inherent limitations of delivering personalized gifts. Tarun Joshi, founder of IGP, highlights this struggle, pointing out that quick commerce offerings are generally standardized and cannot accommodate customized requests effectively. He emphasizes that the constraints posed by dark store inventories often hinder the ability to provide unique, personalized gifts, which are vital to the gifting niche.

Custom gifts, such as personalized flower arrangements or bespoke gift baskets, cannot easily be automated or delivered within the rigid timelines set by quick commerce services. This presents a dilemma for gifting companies: should they prioritize rapid delivery or maintain their focus on personalized customer experiences? FlowerAura’s Sehgal echoes this sentiment, underscoring that certain items, such as flowers, require careful consideration in preparation, which is incompatible with a 10 or 20-minute delivery model.

In response, several businesses are taking steps to adapt their operations. Companies like IGP are investing in their own rapid delivery networks and dark store frameworks to better serve customers demanding quick access to gifts. Joshi reveals that IGP is gradually implementing express delivery options, with around 30% of customers who previously preferred same-day delivery now opting for 30-minute options. This trend suggests a noteworthy shift in consumer expectations towards immediacy, compelling businesses to innovate their delivery solutions.

Similarly, FlowerAura is piloting faster delivery options, expanding their services to encompass 30 to 60-minute delivery windows in select areas. With more than 100 dark stores, this initiative aims to further establish the company’s capability to meet rising consumer expectations for rapid fulfillment.

Moreover, Ferns N Petals, another key player in the gifting market, has launched a 30-minute delivery service across multiple metropolitan areas. Cities like Delhi NCR, Mumbai, Bangalore, and Chennai have become focal points for this swift delivery experiment, indicating the industry’s readiness to rise to the challenge presented by quick commerce.

The intersection of quick commerce and the gifting industry is a multifaceted ecosystem. On one side, there is the clear advantage of responsive consumer service and improved cash flow. However, the challenge lies in balancing this speed with the inherent value-added services that personalize gifting experiences.

As gifting companies evolve with changing consumer behaviors, it is essential to evaluate whether 10-minute delivery will serve as a sustainable competitive strategy or merely a fleeting trend. The focus must be on adopting models that retain the customer-centric approach while also finding innovative ways to incorporate rapid delivery options.

In conclusion, while quick commerce presents an opportunity for gifting companies to enhance their market presence, the importance of customized service cannot be neglected. Moving forward, businesses must carefully navigate this landscape, balancing the demands for speed with the expectations for personalization. How they manage to reconcile these conflicting elements may very well determine their long-term success in a fast-paced market environment.