During Northern LEAD Day 2024, PhD student Johanna Rau presented her research on Q-commerce, a phenomenon that has been gaining increasing attention in the retail world.
Q-commerce typically involves extremely fast delivery of groceries, a concept that appeals to both those who prefer to stay at home and those with hectic lifestyle.
– We see that convenience plays a very important role here. It is part of this general trend in "last mile logistics" and retailing, where everything is becoming faster and faster and needs to be more convenient, says Johanna Rau, PhD student in Marketing at the School of Business, Economics and Law at the University of Gothenburg.
More Critical Reflection on Q-commerce Needed
Q-commerce is appreciated by both companies and customers, but Johanna Rau emphasizes the need for more critical reflection on the impact this type of rapid commerce has, as well as the implications it may have in the future. Learn more about this and Johanna's research in the video clip above.
Text: Simon Fredling Jack, communicator
