New Delhi, July 16 -- A new report from Emkay suggests quick commerce might finally be working in tier-II cities. If true, it could reshape how Blinkit, Zepto and Instamart scale. Mint breaks down what's driving the change and what this means for the next phase of growth in quick commerce.

Quick commerce, or 10-minute delivery, has so far been largely limited to metros and big cities as the model relies on dense demand and high order volumes to be scalable. It also needs efficient infrastructure and dark stores close to high-demand areas across cities. Urban consumers also tend to have higher purchasing power and greater willingness to pay for convenience through delivery and platform fees that these companies charge. This combination cr...