Introduction
The ultra-fast delivery model—often marketed as “10-minute delivery”—has rapidly emerged in urban areas worldwide, driven by apps such as Zepto, Blinkit, Getir, Gorillas, and Swiggy Instamart. While this service promises convenience, immediacy, and competitive advantage, an increasing body of literature and reports points toward serious downsides. This review explores the negative impacts of this model on workers, business sustainability, consumer behavior, and the urban ecosystem.
1. Worker Exploitation and Safety Hazards
The most widely reported concern is the treatment of delivery riders, who are pressured to meet unrealistic time targets.
Unrealistic Time Pressure: According to a study by Rest of World (2022), riders often risk traffic violations and accidents to meet tight delivery windows. A growing number of road accidents involving delivery drivers have been linked to this time-sensitive model.
Poor Working Conditions: Delivery workers are usually classified as gig workers with minimal job security, no health benefits, and no paid leave.
Mental and Physical Fatigue: Continuous performance tracking and algorithmic control cause high stress levels, leading to burnout.
“Fast delivery may satisfy customers, but it comes at the cost of human lives and dignity.” – Gig Economy Project, 2023
2. Encouragement of Overconsumption and Impulse Buying
10-minute delivery enables consumers to buy small, unnecessary items instantly, encouraging mindless consumption.
Environmental Waste: Studies show that quick commerce leads to excessive packaging waste and higher emissions due to frequent, small-scale deliveries.
Psychological Impact: The ease of ordering trivial items may reduce self-control and increase impulsive spending habits, especially among young urban users.
Food Waste: Quick delivery apps often promote discounted perishables, which, when ordered in excess, contribute to domestic food wastage.
“Convenience is addictive—it reshapes our habits, often for the worse.” – Harvard Business Review, 2022
3. Urban Traffic and Environmental Impact
High-frequency deliveries require a fleet of bikes and vehicles to be constantly in motion, increasing pressure on urban infrastructure.
Traffic Congestion: Multiple reports, including one by McKinsey & Co., indicate that micro-deliveries contribute to congestion and last-mile delivery bottlenecks in dense cities.
Carbon Footprint: Short trips made rapidly with minimal planning result in inefficient fuel usage, contributing to urban pollution.
“The carbon cost of convenience is quietly becoming unsustainable.” – Urban Mobility Journal, 2023
4. Unsustainable Business Models
Despite flashy marketing, many 10-minute delivery startups operate at a loss, relying on investor capital to scale quickly.
Low Profit Margins: Ultra-fast delivery demands high operational costs—dark stores, personnel, fuel, and logistics. As per The Financial Times (2023), most startups struggle to break even.
Worker Layoffs and Burnout: When funding dries up, companies often downsize rapidly, leaving gig workers unemployed and consumers abandoned.
Price Inflation: To offset losses, platforms may inflate prices on everyday items, making them less affordable for average consumers.
“This model is built on speed, not sustainability.” – Economist Intelligence Unit, 2023
5. Decline in Traditional Retail and Community Spaces
Local grocery stores and vendors face an existential threat from ultra-fast delivery apps.
Loss of Foot Traffic: As consumers shift to apps for daily essentials, local markets and stores report a drop in walk-ins and sales.
Cultural Erosion: Traditional markets serve as community spaces and social hubs—something quick commerce doesn’t replicate.
Economic Monopolization: A few tech giants dominate the space, reducing market diversity and consolidating retail power.
“With every delivery, we lose a little more of our public marketplace culture.” – Urban Studies Review, 2022
Conclusion
While 10-minute delivery services offer speed and convenience, they also bring numerous negative externalities that cannot be ignored. The strain on delivery workers, ecological damage, encouragement of unhealthy consumption, disruption of local economies, and long-term economic unsustainability all point to a flawed model. Policymakers, businesses, and consumers must reconsider the true cost of instant gratification and explore more ethical, human-centric delivery models