Assessing Lead Time Variability in Selected Online Grocery Applications

Abstract

The rapid growth of quick-commerce (q-commerce) platforms such as Zepto, Blinkit, and Swiggy Instamart in Tier II cities like Coimbatore has redefined urban consumption patterns through the promise of near-instant delivery. This study investigates delivery lead time—the interval between order confirmation and physical receipt—as a primary metric for user experience. A significant gap often exists between the Estimated Time of Arrival (ETA) and the actual delivery time, creating variability that threatens customer retention. The research identifies key logistical bottlenecks, including peak-hour demand spikes, urban traffic congestion, dark store capacity constraints, and algorithmic routing challenges. By focusing on the time-sensitive nature of grocery essentials, this paper empirically analyzes how lead time fluctuations drive consumers toward offline alternatives or competing platforms. The findings aim to provide actionable strategies for improving last-mile reliability and enhancing consumer satisfaction in the Indian regional context.