Research Outline for Comparative Study: E-Commerce Vs Quick Commerce Strategy and Operations with Changing Impact on Consumer Behaviour

The rapid evolution of digital retail has given rise to divergent commerce models that differ fundamentally in their strategic priorities, operational architectures, and behavioral outcomes. While traditional e-commerce has long emphasized scale efficiency, centralized fulfillment, and planned consumption, the recent emergence of quick commerce introduces a contrasting paradigm centered on ultra-fast delivery, hyperlocal inventory placement, and immediacy as a core value proposition. This review article presents a comprehensive comparative analysis of e-commerce and quick commerce strategies and operations, with particular focus on their changing impact on consumer behaviour. Drawing on interdisciplinary literature from operations management, strategic management, marketing, and consumer psychology, the study synthesizes existing research to examine how fulfillment speed reshapes value creation mechanisms, cost structures, and consumption patterns. The analysis demonstrates that delivery time functions as a structural variable rather than a marginal service attribute, triggering nonlinear shifts in consumer expectations, purchase frequency, impulse buying, and loyalty formation once critical temporal thresholds are crossed. The review further highlights the operational trade-offs associated with decentralized fulfillment, including increased cost intensity, labor dependence, and sustainability challenges, while identifying hybrid fulfillment strategies as a potential pathway for balancing responsiveness and economic viability. By integrating strategic, operational, and behavioral perspectives, this article contributes to a more nuanced understanding of digital commerce evolution and offers theoretical insights and managerial implications for firms navigating increasingly time-sensitive consumer markets.