This study examines Q-commerce as an emerging retail model built around ultra-fast delivery, hyperlocal fulfilment and platform-based logistics. It highlights a shift from traditional and e-commerce models toward speed and convenience as key drivers of consumer value. The paper develops a conceptual framework linking demand-side factors (such as convenience, speed and instant gratification), operational processes and sustainability outcomes. It also considers the role of external influences and moderators like regulation, socio-environmental concerns and competition.

The analysis reveals that even though Q-commerce is growing rapidly and immensely, it faces structural challenges related to high operational costs, thin margins and socio-environmental impact. It also brings out important trade-offs between speed, cost efficiency and long term viability. The study contributes by offering an integrated holistic view of how these factors interact and provides a basis for understanding the sustainability of Q-commerce as a retail model.