Home Innovation E commerce E-commerce and Quick Commerce ...

E-commerce and Quick Commerce Bounce Back After Brief India-Pakistan Tensions

E commerce

Business Honor
12 May, 2025

Delivery delays ease as supply chains stabilize and consumer demand returns to normal.

Following a temporary disruption induced by increasing tensions between India and Pakistan earlier in the month, e-commerce platforms and Indian quick commerce are now resuming their normal activity. The three-day disruption commenced on May 7 after military clashes in Pakistan and Pakistan-occupied Kashmir. During this period, companies took precautionary measures, such as limiting orders and adjusting their supply chains.
There were a few regions of Jammu & Kashmir, Gujarat, Rajasthan, and around there that suffered in terms of delayed deliveries due to safety concerns and travel limitations. Courier service Delivery validated disruptions in some regions. But many feared a mass impact that fortunately did not occur.

Platforms of Quick commerce, which ensured deliveries in less than 20 minutes, were not much affected by the short-term nature of consumer behavior during the crisis. There were short-term controls on essential items like oil and flour to prevent panic buying. However, delivery operations were slowed down marginally, especially in restocking their dark stores, because of reduced motor vehicle movement.

Smaller direct-to-consumer (D2C) businesses, which depended a lot on internet advertising and sales, were the hardest hit. As consumers' attention diverted from shopping, it affected their marketing and sales performance.

Despite that, companies say the experience taught them the value of more planning and flexibility in business operations. With the ceasefire still holding and tensions eased, delivery restrictions are being lifted and consumer demand is recovering.

Industry insiders consider this a temporary issue and not a major setback. The online shopping experience in India is settling now, with businesses gaining a better understanding of the importance of being prepared for unexpected challenges.