If customers can get dinner in 30 minutes, why should they wait until tomorrow for everything else?
For years, consumers have been trained to expect food at their door quickly. Open an app – find what you need nearby. Order. Track it. Receive it.
That behaviour is now moving well beyond restaurants.
Groceries. Pet food. Beauty. Pharmacy essentials. Electronics. Flowers. Household products. Baby goods. The phone charger you forgot. The nappies you suddenly need. The birthday gift you should have bought yesterday.
This is Q-commerce – or quick commerce or on-demand – and in 2026 it’s becoming an increasingly important part of the retail channel mix.
For retailers, the opportunity isn’t simply faster delivery. It’s being available at the exact moment a customer decides: I need this now.
What is Q-commerce?
Q-commerce is ecommerce built around immediacy and local fulfilment.
Rather than sending an online order from a central warehouse for delivery tomorrow or later in the week, Q-commerce connects a customer with a retailer’s store network.
Platforms such as Uber Eats and DoorDash have built the consumer behaviour and delivery networks that make this possible.
DoorDash, for example, now actively operates across grocery, convenience, health, beauty, pet, electronics, home improvement and other retail categories – and says its average grocery delivery time is 35 minutes or less.
For retailers, Q-commerce becomes an extension of your pre-existing click and collect process.
Your stores aren’t just stores anymore. They become a network of local fulfilment hubs.
Why Q-commerce is moving beyond food
The behavioural change has already happened. Consumers don’t necessarily think about the logistics behind an order. They think about the outcome: how quickly can I get what I need?
Convenience and time saving are already among the leading reasons Australians shop for groceries online. At the same time, Australia Post reports that $14 billion was spent online on food and grocery in 2025, up 15% year-on-year, with speed becoming an increasingly important point of differentiation.
Once customers become accustomed to rapid delivery in one category, the expectation doesn’t neatly stay there.
And that creates a new competitive question for retailers. It’s no longer only:
Can the customer buy this online?
Increasingly, it’s:
Can they buy it from us when they need it?
Meet the 30-minute customer
Traditional ecommerce is often driven by planning. Q-commerce is much more likely to be driven by a moment.
You run out. You forget something and it’s urgent. Something breaks unexpectedly. Plans change. A child gets sick. Guests are coming over any minute. The dog food bag is empty. You need a gift tonight.
These aren’t necessarily purchases customers want to research for three days. They’re purchases where availability + proximity + speed can carry enormous weight.
That changes what makes a product attractive on a Q-commerce channel.
What sells well through Q-commerce?
The sweet spot tends to be products with a strong need-it-now, convenience or replenishment use case.
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Grocery + convenience:
Snacks, drinks, pantry staples, household basics and last-minute ingredients. -
Health + personal care:
Everyday health products, toiletries, personal care and other frequently needed essentials. -
Baby:
Nappies, wipes, formula and the things parents generally don’t want to discover they’ve run out of at 8pm. -
Pet:
Pet food, litter and everyday pet supplies, flea and tick treatment. -
Electronics:
Chargers, cables, batteries, headphones and small accessories people often need immediately. -
Beauty:
Personal care, cosmetics and last-minute essentials. -
Home + household:
Cleaning products, basic hardware and everyday household items. -
Gifting:
Flowers, toys, chocolate, wine and other last-minute gifts.
The question isn’t simply whether a product can be sold through Q-commerce.
A better question is: what situation would make a customer want this product in the next hour rather than tomorrow?
If there is a strong answer, Q-commerce may deserve a place in your channel strategy.
Your store network could be your biggest Q-commerce advantage
For multi-location retailers, one of the most interesting aspects of Q-commerce is that much of the infrastructure may already exist.
You have:
- Stores
- Inventory
- Staff
- Customers nearby
What changes is that participating stores can fulfil orders from local inventory.
- A customer places an order through a Q-commerce platform.
- The appropriate local store receives it.
- The order is picked and prepared.
- A delivery partner collects it.
- The customer receives it – potentially within the hour.
But Q-commerce gets complicated quickly
This is the part that can be underestimated.
Connecting one store to one platform is relatively straightforward. Connecting multiple locations, thousands of products and multiple delivery platforms is a very different operational problem.
- Inventory needs to be accurate at a store level.
- Products need to be correctly listed.
- Pricing and availability need to remain current.
- Orders need to reach the right location.
- Out-of-stock products need to be managed.
- Order status needs to flow back to the marketplace.
- All of this needs to happen quickly enough that the customer experience still feels effortless.
If the infrastructure underneath isn’t right, rapid commerce can create rapid problems.
The inventory problem matters even more when the promise is speed
In traditional ecommerce, an inventory error is frustrating. In Q-commerce, it will lose you orders, customers and de-rank you in the delivery apps.
A customer is ordering nappies, pet food or a charger for delivery in 30 minutes because they’re solving a time-critical problem.
If your marketplace says an item is available locally when it isn’t, the consequences can include substitutions, cancellations and a poor customer experience.
That makes accurate, near-real-time inventory management particularly important.
The closer the promise gets to “now”, the less tolerance there is for inaccurate data.
Q-commerce isn’t right for every retailer
Just as every brand doesn’t belong on every marketplace, every retailer doesn’t need a Q-commerce strategy.
Before adding a rapid-delivery channel, consider the following:
Does urgency exist in your category?
Would customers genuinely value receiving your products today or within an hour?
Do you have useful inventory close to customers?
A physical store network can create a significant advantage because inventory is already distributed geographically.
Can your inventory data support it?
Store-level stock accuracy becomes critical when the fulfilment window is measured in minutes.
Does unit economics work?
Speed has a cost. Consider margins, marketplace fees, picking costs, delivery economics and average order value.
Can stores operationally fulfil orders?
Someone still needs to receive, pick and hand over each order without compromising the in-store experience.
Is there enough local demand?
Q-commerce works particularly well where customer density, inventory and delivery coverage overlap.
The strategic opportunity: incremental demand
Q-commerce shouldn’t necessarily be viewed as a replacement for your ecommerce store. It can solve a different customer mission.
Your website may serve: “I want to browse and buy.”
A marketplace may serve: “I want to compare and discover.”
Q-commerce can serve: “I need it now.”
That distinction matters.
A retailer’s next phase of ecommerce growth may not come from sending more traffic to the same website. It may come from becoming available across more of the moments in which customers are ready to buy.
The Coles Liquor example: turning stores into a connected fulfilment network
The operational challenge becomes particularly clear at enterprise scale.
Omnivore helped Coles Liquor connect 985 stores across Uber Eats and DoorDash, creating the infrastructure required to manage local marketplace orders across a significant physical retail network.
During peak Christmas trading, the system processed hundreds of thousands of orders, with each routed to the appropriate store in under two seconds.
That’s the infrastructure side of Q-commerce that customers never see.
To the customer, it’s simply:
Search. Order. Delivered.
Behind that experience is a connected system managing product data, local inventory, orders and fulfilment across hundreds of locations.
Read the Coles Liquor case study →
Where does Omnivore fit?
Q-commerce adds another sales channel but it shouldn’t require another disconnected operational system.
Omnivore sits between a retailer’s existing ecommerce and product infrastructure and channels such as Uber Eats and DoorDash.
It helps retailers manage the flow of:
- Product data → marketplace
- Store-level inventory → marketplace
- Marketplace orders → appropriate fulfilment location
- Order information → existing systems
The objective is simple: make it possible to add a new channel without multiplying the manual work behind it.
For retailers with multiple locations, this can be particularly powerful because existing stores become part of a connected digital fulfilment network.
5 key questions to ask before launching Q-commerce
If you’re considering Uber Eats, DoorDash or another rapid-commerce channel in 2026, start here:
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Which of our products have a genuine “need it now” use case?
Don’t assume your entire catalogue belongs on the channel.
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Where do we already have inventory close to customers?
Map your store footprint against likely demand.
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How accurate is our store-level inventory?
Q-commerce exposes inventory problems quickly.
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Can our existing systems handle another order source?
Think beyond getting products listed – consider what happens after the first order arrives.
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What would success look like with Q-commerce?
Incremental revenue? New customer acquisition? Increased store productivity? Greater local reach? Define the role the channel is meant to play and see if that matches what you want to achieve.
The next ecommerce battleground is time
For years, ecommerce competition centred on assortment, price, UX and free delivery. Speed is increasingly joining that list.
Amazon is shortening delivery windows. Marketplaces are expanding and Uber Eats and DoorDash are moving deeper into retail. Consumers can increasingly access products from nearby stores without actually visiting them.
That doesn’t mean every purchase needs to arrive in 30 minutes, but it does mean retailers should understand where speed changes the customer’s choice.
Because the next question may not be: “Where else should we sell?”
It may be: “How close can we get our inventory to the moment our customer wants it?”
And for retailers with an existing store network, the answer could be much closer than they think.
Is Q-commerce right for your retail business?
Omnivore connects retailers to leading marketplaces and Q-commerce channels including Uber Eats and DoorDash, helping manage product data, inventory and orders through one connected infrastructure layer.
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