The Fast-Paced World of Q-Commerce: How Rabbit Stays Ahead

Ismail Hassan

Ismail Hassan

Strategy and Planning Analyst

If you were to ask me a couple of years ago where I want to end up working, I would have consistently told you that I want to work in the retail sector. I have always had a passion for understanding consumer buying behavior, finding innovative ways to improve their shopping experience, and making a positive impact on people’s lives. Thus, the decision to join the quick commerce (q-commerce) industry , specifically Rabbit, felt like a natural fit for me.

Q-commerce is a relatively new industry that is rapidly gaining popularity in the world of retail and e-commerce. At its core, q-commerce refers to the delivery of products to customers in a matter of minutes, often through the use of innovative technology and logistics solutions. This industry is built on the premise of offering instant gratification to consumers who are looking for a convenient, fast, and hassle-free shopping experience.


While the world of q-commerce may seem exciting and enticing, it’s a notoriously challenging and deceptive industry. Starting a company or opening a store in one or even several markets might be relatively easy, but achieving sustained success is a different story altogether. Many companies have grown rapidly and expanded into multiple markets, only to later downsize, lay off staff, or shut down operations entirely. At Rabbit, we understand the challenges of the q-commerce industry and are proud to have avoided such pitfalls through proper management and execution of the industry’s key success factors.

1- Speed

As its name suggests, the q-commerce industry is known for its fast-paced environment where things are constantly moving and evolving. At Rabbit, we understand the importance of every second, from the moment an order is placed to its final delivery. That’s why we measure every aspect of our processes in seconds, ensuring that speed and efficiency are achieved at every step. This requires us to stay agile, think on our feet, and make quick decisions under pressure. By being fast , we’re able to provide exceptional customer experiences and stay ahead of the competition in the fast-moving world of q-commerce.

2- Adaptability

Adaptability is a critical success factor in the q-commerce industry, and Rabbit has always prided itself on being at the forefront of adapting to changing customer needs and behaviors. When we first launched, we offered 20-minute delivery, but soon realized that some customers needed more flexibility. Some told us that they need more time to shower before their order arrives and others placed their orders at work before leaving and needed some time to get back home. Others wanted a cheaper delivery option. We listened to their feedback and launched our 60-minute product to cater to this need. Additionally, we’ve observed that many customers are becoming more financially conscious due to the weakening of the currency. They often conduct price comparisons before making a purchase and prioritize pricing over speed. To address this, we launched “Rabbit Gomla,” a bulk-buying program that offers consumers the cheapest prices. By being agile and responsive to customer needs, we’re able to maintain our competitive edge and deliver exceptional experiences to our customers.

3- Unit Economics

In the q-commerce industry, maintaining a strong focus on unit economics is vital to achieving long-term success. The unit economics of a business is the measurement of the profit or loss generated by each unit of sale (in q-commerce it is per order). In q-commerce, a positive unit economics means that the cost of acquiring and servicing a customer is lower than the revenue generated from that customer. At Rabbit, we understand the significance of unit economics, which is why we have focused on it since day one. By carefully tracking and analyzing our unit economics, we have been able to optimize our operations and achieve profitability within just one year of commencing operations. This approach has allowed us to scale our operations sustainably and avoid the pitfalls of overexpansion or unsustainable growth. By understanding the costs associated with each transaction and optimizing our operations accordingly, we have been able to build a successful and profitable business model in the highly competitive q-commerce industry.

4- Customer-Centric

In the highly competitive q-commerce industry, being customer-centric is of utmost importance. At Rabbit, we take our customers’ needs and preferences seriously, and that’s why we have made “Rabbits are seriously customer-obsessed” one of our core values. We understand that the voice of the customer is critical, and we continuously seek feedback to improve our services. We establish connections with our customers through various channels to ensure that we receive their feedback and act on it promptly. By being responsive to our customers’ needs and concerns, we are able to provide them with an exceptional shopping experience and build long-lasting relationships. At Rabbit, we believe that listening to our customers is key to our success, and we remain committed to putting them at the center of everything we do.

As a member of the Strategy & Planning team, one of my key responsibilities is conducting market research and business cases for prospective projects to identify new growth opportunities for the company. By analyzing data on consumer behavior and market trends, I can then provide important insights to the rest of the team through various detailed analyses.

Another key responsibility is to monitor the Key Performance Indicators (KPIs) of different functions within the company and to ensure that all KPI targets are being met. Through careful analysis and reporting, I am then able to pass on the insights that help inform strategic decision-making and ensure that the company stays on track to achieve its goals.

As a member of the S&P team at Rabbit, my role has provided me with great exposure to the inner workings of the company. Because I work cross-functionally with almost every department, I get the opportunity to gain a broad understanding of how the business operates and how different functions interact with one another. This exposure has enabled me to develop a range of skills and competencies that are highly valuable.

Wanna hear about one of the most intriguing aspects of my job? Let me share with you some fascinating insights about our customers.

  • The word on the street is that our Cairo customers are some serious water guzzlers. They chug down 1.3 times more water than our customers on the Giza. I don’t know what they’re up to over there, maybe sweating like a sinner in church or singing the national anthem in the shower, but they definitely need to keep that hydration flowing.
  • Apparently, our customers from all corners of the map are absolutely crazy about penne! It’s their go-to pasta dish no matter where they’re from. And I can see why – penne is just the perfect shape to hold all that saucy goodness. So if you’re ever feeling lost in the pasta aisle, just go for penne and you can’t go wrong.
  • The battle for cola supremacy has reached Rabbit, and it seems like Heliopolis and Nasr City are on opposing sides. Heliopolis customers are loyal to Coca-Cola, while Nasr City customers can’t get enough of PepsiCo. But regardless of which side you’re on, you can find both options readily available on Rabbit. So, whether you’re a Coke or Pepsi person, Rabbit has got you covered.
  • Our Maadi customers seem to be the most health-aware customers as they are the ones who bought the most healthy snacks while our friends in Giza seem to have a free lifetime subscription on ONLYCANS (if you know you know) making them the highest consuming ones when it comes to Fizzy Drinks and unhealthy snacks.

At Rabbit, the work culture is characterized by a strong emphasis on collaboration and teamwork. Everyone on the team is encouraged to contribute their ideas and insights, and to work together to achieve shared goals. Additionally, the work environment at Rabbit is designed to promote ownership, with each employee taking responsibility for their area of work and striving to contribute to the success of the business as a whole. This sense of ownership and accountability creates a strong sense of motivation and engagement among team members, as everyone is invested in the success of the company and feels empowered to make a meaningful contribution. In my opinion, you can not achieve the key success factors stated earlier without having the right team. If you do not have the right team as well as a healthy culture, you will find yourself falling behind and failing to gain any competitive edge.

I feel incredibly fortunate to work alongside an exceptionally talented team every day. My job has given me the opportunity to collaborate with every department, and I have witnessed firsthand the abundance of skilled professionals who are dedicated to driving this company towards greater success. I have no doubt that this collective effort will lead us to achieve even greater heights in the future.