The ‘Now’ Economy: Same-Day Delivery and Its Impact on Festive E-commerce

E-commerce in India has been on an upward growth trajectory, thanks to technological integration, the proliferation of the internet, and the rapid adoption of smart devices. As a result, customers are heavily exposed to countless choices and quick purchasing options, leading to changes in their needs and preferences. The new age of consumers demands rapid satisfaction, which has led to the emergence of the ‘now’ economy, making on-time delivery a key factor in defining the future of several e-commerce companies.