Electronics and Q-commerce: A Marriage of Convenience

Why more and more electronics and gadget brands are taking to q-commerce

- Shiv Joshi

On 16 September, social media was abuzz with talk of the speed at which consumers were lapping up iPhone 16, not in stores, but on quick commerce. And the frenzy started as early as 7 am. While the Tataowned BigBasket sold 372 units in the first 100 minutes, Blinkit sold 300 within the first two hours of listing on the respective platforms.

Both Albinder Dhindsa, Founder of Blinklt and Hari Menon, Chief Executive Officer, BigBasket took to social media to express their excitement on this.

Q-commerce players have been expanding their baskets to include more and more categories with gadgets being the current hot item. The trend has picked up considerably in the last couple of months with well-known brands like Apple to Boat and lesser-known brands like Ambrane have taken the q-commerce route to consumers.

"Bigbasket started electronics with the iPhone launch on 16 September. Prior to that, we were selling small appliances (mixies, electric kettles, toasters, irons etc), accessories like chargers, adapters, power cords etc and headphones," shared Seshu Kumar, Chief Buying and Merchandising Officer, Bigbasket. And the brand got an incredible response with the highest sale for iPhones on Bigbasket being registered in Delhi NCR.

In fact, encouraged by the success of iPhone, Bigbasket will soon host an electronics store powered by Croma, cofounder Menon revealed in a LinkedIn post.

Just as q-commerce platforms are eager to increase their electronics and appliances spread, brands too are in a dash to be available on the channel.

The Brand Perspective

The obvious reason for brands to be available on q-commerce is immediacy.