Why Queue Commerce must coexist with Q Commerce

Delhi: Quick Commerce, fondly known as Q Commerce, is the new poster boy of India's economic growth story. It is forecasted to generate a revenue of US$3,349.00m in 2024 with a compound annual growth rate (CAGR 2024-2029) of 24.33%, leading to an estimated market volume of US$9,951.00m by 2029. Quite naturally, it is systematically eliminating the need for Queue Commerce, the old world rituals of stand and procure. 

The advantages of digital transactions leading to easy access are indeed many. It is doubtlessly efficient, in terms of time and money. Arguably healthier, as reduced physical interactions reduce chances of contracting infection. Besides, they are apparently stress free, as goods and services effortlessly reach the end user. In an ideal world, the margins for error are much reduced. 

Queue Commerce on the other hand, has its set of new age challenges. Applicable to bank branches, utility offices, railway booking establishments, wet markets and every familiar peer. It is seemingly unproductive, in a universe filled with abundant opportunity cost, from full time employment to gig work to even OTT binge watching. It is increasingly unfashionable, unbecoming of a generation nourished by smart devices and frictionless transactions.

What seemed to be a one sided contest ( Q versus Queue) was actually queered by a brand new adversary of society. Mental health, the usually sidelined ally of physical wellbeing, is finally a scalable agenda, beyond the purview of the privileged. Where human contact, any form of physical societal engagement, is a necessary virtue for preserving sanity and bolstering productivity. The transactional efficiencies of Quick Commerce, however spectacular, cannot compensate for the loss in flesh and blood connectivity. 

Which is exactly where the case for a sustainable equilibrium makes a grand entry. A visit to a fish market or a nationalised bank amply demonstrates this point. The curious chat discussing the day's catch is beyond just Omega 3 nourishment, it is protein for the mind. Equally, the occasionally contentious but invariably voracious repartee with the much-delayed bank teller surely tickles the imagination. Neither are manicured sanitised experiences, unlike the assembly-line proficiency of their quickfire counterparts, but imperfections are clearly the more appropriate manifestations of civilisation.Therefore, it is accustomed fuel for people like us to live normally. 

Just as hybrid meetings have taken over from pure play offline versus online, hybrid living is destined to become a necessary pattern. Wherein we consciously choose a mix of engagements to balance productivity with a sense of society. A simple operating story can easily be applied. Pursuits of deep involvement and passion, whether fish or theatre or sport, must still be enjoyed in the Queue Commerce mode. Interacting with like minded fellows enriching daily living and adding slices of much-needed meaning. Where for all else, the Quick Commerce mode can operate, from groceries to nappies and of course, unavoidable emergencies.  

It is indeed alarming to note that close to 70 million Indians suffer from mental issues, whether severe or mild and the reported data is just the beginning of the saga. India is also the world's suicide capital with over 2.6 lakh cases annually and the Kota episodes enjoy frightening reruns. Learnings globally confirm that regular and meaningful human interactions can reduce stress and anxiety. During the enforced captivity of the pandemic, far too many developed ‘skin hunger,’ leading to an escalation of depression. 

While being suitably enthralled by Quick Commerce (and indeed, e-Commerce), we must be conscious of the obvious downsides. A self-imposed regime of loneliness, aided by attractive convenience, can be seriously detrimental to our sense of society and overall wellness. A quick and easy daily fix being the old-fashioned practice of queuing up for almost anything. Thereby, establishing invaluable empathy for utter strangers, unified by a simple common purpose and not just speedy transactions. Children must become a part of this routine, else we will curate a brand new generation of depressed souls. 

Just as our dining portfolio needs a mix of slow food and fast food, so does our approach to living. Which is exactly why Quick and Queue must shake hands to give Q Commerce the holistic meaning it richly deserves.