On a sultry Delhi morning, 27-year-old Tashi realised she had nothing light or breezy to wear to her cousin’s haldi ceremony to be hosted on the other side of town. By 9:15 am though, she had identified a pastel kurta set on a quick commerce platform; by 9:27, it was at her doorstep.
In the world of instant groceries and blink-speed burgers, fashion is finally catching up. The segment is all set to ride the q-commerce wave, which is projected to grow at a 67% CAGR through 2030 and is currently estimated at over $5 billion.
While average order values remain modest — 400-700 versus `1,000-plus on traditional platforms — there is value beyond margins for Q-commerce platforms. “Fashion brings in new users and encourages cross-category exploration,” says Devendra Meel, chief business officer, Zepto. “Someone buying a kurta might add cosmetics or festive décor.”
For Zepto, the appeal is clear. “Fashion is getting more occasion-led and last-minute,” says Meel. “Be it someone who has forgotten about a puja invite or about one who has a sangeet ceremony to attend that night, we offer a robust portfolio of fashion essentials and occasion wear they can pick from.”
In other words, what started its innings as a safe way to access daily needs during the COVID-pandemic-led disruptions is rapidly morphing into the go-to platform to resolve wardrobe emergencies, last-minute gifting and impulse exigencies. Seeing the opportunity, Libas, a fashion brand known for its ethnic wear, has partnered with Zepto to deliver its signature styles across 50 cities in under 12 minutes.
“We’ve seen a clear shift in consumer behaviour,” says Sidhant Keshwani, founder & CEO of the four-decade-old women’s wear brand. “Today, fashion is impulse-led and occasion-driven, with speed of acquisition a key expectation.” Needless to say, quick commerce felt like the way to go. Among its fastest movers on Q-commerce are loungewear, trousers and kurtas, styles that prioritise utility over extravagance and fit snugly into Zepto’s slim, high-velocity supply chain.
It’s still early days for Q-commerce fashion but the category is picking up speed. Myntra’s M-Now, which launched in December 2024 with the promise to deliver over 10,000 styles in 30 minutes, sees strong demand for products ranging from shampoos and skincare to fragrances and lipsticks. Brands such as Adidas, Pepe Jeans, Enamor, and Manyavar are already available on platforms such as Zepto, Instamart and Blinkit. “In Q-commerce, the most promising fashion categories are those that are easy to fit, frequently bought, and low on returns. Basics like t-shirts, socks, and innerwear work well,” says Somdutta Singh, founder and CEO of Assiduus Global.
For women’s innerwear brand Enamor, quick commerce is not just another route, but a growing opportunity. “We’ve seen a 70–80% demand spike over the past six-seven months,” says Sandra Daniels, the brand’s CMO and category head. “Consumers are increasingly prioritising convenience, time, and reliability, even in fashion.”
That said, apparel brings a unique set of challenges to the 10-minute delivery model. There are size, fit, and return issues to deal with, point out experts. Inventory complexity, unpredictable trends, and return logistics make it investment heavy.
To counter that, brands are prioritising standard silhouettes, bestselling fits, and limited assortments. “We have curated a focused, fast-moving assortment that works for Q-commerce with availability in 50 cities, including key metropolitan hubs such as Delhi, Mumbai, Bengaluru, Chennai, and Hyderabad,” says Zepto’s Meel. Its selection highlights ready-to-wear with standard fits, high appeal and low return intent. The company says its dark stores are optimised for SKU rotation and inventory agility, which allows it to hyperlocalise. The company has onboarded limited size ranges that align with high-demand clusters. It can refine the selection using real-time platform data.
Experts say that return rates, often as high as 25–30% in traditional e-commerce, are lower on Q-commerce, thanks to the high intent- and urgency-led purchases. Some traditional horizontal Q-commerce players are experimenting with 10-minute returns and offering 72-hour exchanges for damaged items, points out Praveen Govindu, partner at Deloitte India.
Even as more players throw their hats into the ring, high logistics and customer acquisition costs, combined with large inventory investments and potential reverse logistics, continue to strain Q-commerce margins. Long-term profitability is achievable through scale, repeat purchases, efficient inventory planning, and optimised delivery systems, notes Govindu.