The Impact of Digital Technology on Customer Experience and Adoption Outcomes: A Study of Generation Z Quick Commerce Consumers in India

Author

Mr. Preetham A, Ms. Swati Kumari, Dr. Jyoti Mishra


Abstract

 Quick commerce  refers to a new e-commerce model emphasizing rapid delivery of essentials. In India, the rise of mobile internet and app-based retail has propelled Q-commerce growth. This study focuses on India’s Generation Z, who now comprise roughly 28% of the population and nearly 44–48% of retail spend. Unlike older cohorts, Gen Z Indians have grown up fully in a digital era and thus are true “digital natives”. They are known for hyper-connectivity, a preference for instantaneous gratification, and acute social and ethical awareness. These traits have transformed how Gen Z interacts with retailers: traditional linear marketing funnels give way to “phygital” (physical+digital) discovery loops driven by peers and immersive digital experiences. In this context, understanding how cutting-edge digital technologies shape Gen Z customers’ experiences and adoption of quick-commerce services in India is crucial for both theory and practice.

Prior work suggests that speed, convenience, and user-friendly digital interfaces are paramount for young consumers in online grocery and quick-delivery contexts. At the same time, Gen Z demands seamless omnichannel experiences and values trust, social endorsement, and sustainability. However, most existing studies on digital retail and Gen Z either focus on general e-commerce or on Western markets, leaving a gap in India-specific insights for the Q-commerce segment. This paper thus investigates how digital technologies influence Gen Z quick-commerce shoppers’ experiences and adoption outcomes in India, using a secondary-data approach informed by prior research.


Keywords

Quick commerce , Digital technology, Customer experience, Generation Z, Indian consumers, Emerging markets


DOI : https://doi.org/10.5281/zenodo.23180657


Full Text:

Download Paper PDF


References


  • Vyas, A. Vataliya, and J. Vidani, “A Study on Generation Z Preference for Quick Delivery Grocery Products on Big Basket in Ahmedabad City,”Int. J. Global Sustain. Res., vol. 2, no. 9, pp. 591–612, Sep. 2024.
  • Khandelwal and R. Tripathi, “Impact of Digital Marketing Strategies on Generation Z Consumer Behaviour in India,”Jagannath Univ. J. Res. Rev., vol. 2, no. 2, pp. 137–143, Jul. 2026.
  • Varma, “The Impact of Generation Z’s Digital Engagement on Consumer Behavior within the Retail Market,”Int. J. IIIMS, vol. 5, Jun. 2026.
  • Verma, “An Empirical Investigation for Better Business Targeting of Indian Gen Z Consumers in E-commerce,”SN Bus. Econ., vol. 6, art. 367, Sep. 2026.
  • Koyongian and D. Mandagi, “Digital Customer Experience: Retrospective Insights and Future Directions,”Manag. Stud. & Entrep. J., vol. 7, no. 5, 2026.
  • N. Shetu, “Determinants of Generation Z Consumers’ Mobile Online Shopping Apps Continuance Intention,”Future Bus. J., vol. 11, art. 25, Mar. 2025.
  • A. M. Radyi et al., “Influences on Generation Z’s Purchasing Decision-Making on E-Commerce Platforms: Beyond Products and Website Design,”Int. J. Acad. Res. Bus. Soc. Sci., vol. 14, no. 12, Dec. 2024.
  • McKinsey & Company, “The Grocery Delivery Market Is Taking Off,”McKinsey Retail Insights, 2020.

Share your valuable work from Social Media Buttons