Abstract for: Beyond 10 Minutes: Dynamic Trade-offs Between Convenience, Cost, and Density in Quick Commerce

The rapid growth of ultra-fast delivery platforms, particularly those promising fulfilment within 10 minutes, has fundamentally reshaped urban retail logistics. These quick-commerce systems position speed as a primary driver of customer value, enabling demand growth through convenience and hyper-agility. However, sustaining such service levels requires high operational intensity, dense fulfilment networks, and pricing strategies that often rely on deep discounting and subsidization. This study develops a system dynamics framework to examine the sustainability of quick-commerce systems under evolving market and regulatory conditions. The model integrates three interdependent subsystems: (i) consumer demand formation driven by perceived convenience and price disutility, (ii) operational capacity dynamics governed by utilization, delivery time variability, and service reliability, and (iii) platform economics shaped by order density, unit cost, and pricing strategies. It is a WIP. From a theoretical perspective, the study integrates consumer behaviour, service operations, and platform economics within a unified system dynamics framework. It highlights the importance of feedback interactions in understanding complex service systems where demand, capacity, and pricing are interdependent. Grammar Correction