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How the Quick Commerce Business Model Delivers Convenience in Online Grocery Retailing

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Johanna Rau

    (University of Gothenburg)

  • Lina Altenburg

    (KU Leuven)

  • Alessandro Iuffmann Ghezzi

    (Catholic University of the Sacred Hearth)

Abstract

How does the quick commerce business model deliver convenience in online grocery retailing, and how does the convenience provided disrupt the (online) grocery retail market? Taking Haas’ work on a generic retail business model as a departure point, in this book chapter we answer these questions by exploring the quick commerce business model, which is so far bypassed by research. We show how consumer convenience presents the central element of quick commerce operators’ service, being reflected in various ways in their business model dimensions and going beyond the quickness-factor of their deliveries. As a result, in contrast to the suggested framework by McNair (1958), it becomes apparent how the wheel of retailing spins differently in this context as, instead of leveraging price competitiveness, convenience becomes the competitive advantage.

Suggested Citation

  • Johanna Rau & Lina Altenburg & Alessandro Iuffmann Ghezzi, 2023. "How the Quick Commerce Business Model Delivers Convenience in Online Grocery Retailing," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López (ed.), Advances in Digital Marketing and eCommerce, pages 78-85, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-31836-8_10
    DOI: 10.1007/978-3-031-31836-8_10
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