Quick commerce addiction

Question / Claim

Is quick commerce turning shopping into an addictive reflex and driving overconsumption in India?

Key Assumptions

• Extreme convenience reduces friction and turns purchasing from a conscious decision into a reflex(high confidence)
• Dopamine-driven feedback loops (instant delivery, app sounds, ease of payment) can lead to addictive behavior(medium confidence)
• Younger consumers who never experienced pre–q-commerce shopping will struggle more with self-control(medium confidence)
• India could follow the US path toward overconsumption if this trend continues(low confidence)
• Early financial and economic education (starting around Class 3) can meaningfully improve impulse control and spending decisions later in life(high confidence)

Evidence & Observations

• Instamart consumption report showing massive order volumes (milk per second, Red Bull per minute, condoms per order ratio)(data)
• Anecdotes of users spending ₹4.3 lakh–₹22 lakh on Instamart, including buying iPhones(data)
• Personal observation that almost everyone now uses quick commerce multiple times a week(personal)
• Emotional experience of excitement and a dopamine hit when placing an order and hearing the app sound(personal)

Open Uncertainties

• Will this level of convenience actually lead to long-term overconsumption or will users self-regulate over time?
• Are younger consumers uniquely vulnerable, or will norms and education adapt?
• Can quick commerce platforms design responsibly without killing growth?

Current Position