India, Jan. 20 -- In the latest phase of e-commerce, quick (instant) commerce has been dominating the market for quite some time. Although quick commerce began with the argument of providing daily-use goods quickly and conveniently, this model has consistently raised several ethical concerns.

On January 13, 2026, a major quick-commerce app, Blinkit, removed the claim of 10-minute delivery from its app. Similarly, other players have also indicated that they intend to stop mentioning 10-minute delivery on their respective apps. With this, it is being widely believed that the era of 10-minute delivery has come to an end.

How did the 10-minute era begin?

Quick commerce is a new form of e-commerce, comparable to fixed-time, app-based delive...