Dhanteras rush: Quick commerce apps flag high demand, surge charges

Quick commerce platforms flagged high demand, surge charges, and long delivery timelines in parts of Mumbai, Delhi, Pune, and Bengaluru on Friday afternoon, as shoppers rushed to place Dhanteras orders.

On Swiggy Instamart, some locations were marked “temporarily unserviceable”. The app displayed a “We will be back shortly!” message, saying users could still add items to their cart and place the order once the store reopens. In other locations, Instamart showed a “High Demand” banner with a note that surge pricing “may be applicable.”

On Eternal's Blinkit, some areas showed delivery estimates of 25 and 27 minutes. A banner on the app read “Place an order above Rs 499 to avoid surge charge,” adding that the charge was applicable due to high demand.

Zepto also had long delivery timelines with a “High demand in your area” banner on the app. Free delivery applied only on orders above Rs 499.

The platforms’ home screens were heavily themed around Dhanteras, the first day of the Diwali festivities, when it is traditionally considered auspicious to buy gold, silver, and utensils. The apps promoted gold and silver coins, steelware freebies, and gadgets, among other things. Lakshmi and Ganesh coins in gold and silver were also advertised.

Festive days like Dhanteras are a big commercial window for quick commerce platforms. Apps drum up demand with themed home screens, brand sponsorships, and special categories. ET reported on November 2 that quick commerce firms have also seen events such as Karva Chauth and Halloween driving a sharp increase in orders.

Micro occasions are increasingly becoming an important part of the festive sales calendar for delivery platforms, fuelling the emergence of an occasion-led internet economy that operates through the year.