Why people are loving quick e-commerce companies + UPI?

Why people are loving quick e-commerce companies + UPI ?

Back in 2014, people never imagined that they could sit on the couch, crave a Diet Coke with some chips and cookies, open an app, and get it all at home in 10–15 minutes.

So are these companies making big profits?
The answer is no.

Are they still running the company?
The answer is yes.

Are they still fighting with their competitors?
The answer is yes.

At the same time, I'm not saying they make zero profit. They have ads, brand deals, and platform fees.

And are these apps making people lazy?
In some ways, yes. Because of UPI, I don't have to get up, find cash, or deal with the classic problem: "Sir, chhutta nahi hai." So yes, sometimes these apps and UPI make people a bit lazy.

And "Zepto Cafe"
This is madness. I never imagined I could get a chilli cheese toast or garlic bread with Vietnamese cold coffee in 15–20 minutes at my doorstep. This is crazy and people are loving it too!

What is the psychology behind it? Why do we love this so much?

1. Now beats later
People choose "get it now" over "get it later." A 10–20 minute promise feels amazing. Tap → timer → doorbell → relief.

2. Save my energy
Our brain avoids effort. No walking, no queue, no cash. UPI makes paying invisible, so the whole thing feels easy.

3. I trust it because I can see it
Live ETA, live tracking, refunds, and simple swaps reduce worry. Progress bars ("Picking → Packed → Out") give a sense of control.

4. Habits do the heavy lifting
Saved lists, "Buy Again," same address, same time. Cue → order → doorbell = a small reward. Do it a few times and it becomes routine.

5. My tribe uses it and it makes me happy
You see riders in your area and friends talking about it. That's social proof. Plus tiny joys (ice cream in 12 minutes, missing masala solved) keep you coming back.

✍🏻 Mantra Joshi

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