Entrepreneurial Perspectives on Quick Commerce: Evidence from Bandung, Indonesia

This study aims to explore the entrepreneurial perspectives of nanostore owners in Bandung, Indonesia, in responding to the phenomenon of quick commerce (Q-commerce). This study involved a purposive sampling of 30 nanostore entrepreneurs in the urban Bandung. Participants were selected based on three criteria: operating for more than three years, having some exposure to digital services, and being located in dense urban areas. In-depth interviews lasting 45–60 minutes were conducted using a structured interview guide, and thematic analysis was performed using NVivo 12. The results identify three main themes that characterise nanostores’ responses to Q-commerce: (1) suboptimal digital transformation, (2) adaptation to modern market pressures, and (3) aspirations for the future. The findings reveal that Q-commerce is perceived ambivalently: on the one hand, it offers opportunities for market expansion through simple applications such as WhatsApp; on the other hand, it presents challenges related to limited capital, logistics, and competition with modern retailers. This research enriches the literature on micro-entrepreneurship in emerging markets by emphasising that digital adoption among microenterprises (nanostores) is not linear but shaped by social networks, cultural values, and local capacity. The contribution of this research lies in offering a contextualised understanding of how nanostore entrepreneurs in emerging markets navigate Q-commerce. It also addresses a specific theoretical gap by exploring hybrid strategies at the intersection of digital adoption and community-based retail practices. Practically, the study provides insights for small business owners and policymakers on the importance of hybrid strategies – combining simple digital technologies with strong community relationships – to ensure the sustainability of nanostore businesses.