For years, quick commerce has been associated with a narrow set of products. Milk. Bread. Snacks. Eggs. A few everyday grocery essentials delivered in minutes. But something interesting happened this week that shows how quickly that definition is expanding. When tensions around the Iran–Israel conflict began tightening LPG supply in parts of the market, consumers didn’t spend time researching alternatives. They didn’t browse electronics websites or visit appliance stores. The

Quick commerce has created a new and often invisible way for brands to waste marketing spend. It happens when a brand runs a promotion on a product that is barely available. The campaign goes live, traffic increases, the product receives a “Lowest Price” badge, shoppers click to view it and then encounter the same message repeatedly: Out of Stock . From the outside, the campaign looks successful. The product is visible and attracting attention. But in reality, most of that d