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Q-Commerce as a Metachannel Catalyst

José L. Reis , Luís Aleixo , Agostinho S. Pinto , Luís Silva Rodrigues
ISLA — Instituto Politécnico de Gestão e Tecnologia
Redefining Real-Time Value Delivery in the Digital Marketplace, 2026
DOI: 10.4018/979-8-3373-4591-8.ch011

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Abstract
This chapter examines quick commerce (q-commerce) as a transformative force in the evolution from omnichannel to metachannel marketing. While omnichannel focused on consistent experiences across touchpoints, metachannel delivers fluid, context-aware experiences adapting in real-time to consumer needs. Q-commerce, with its ultra-fast delivery and hyper-localized fulfillment, exemplifies metachannel principles in action. Through a case study of WOCK® (Walkemore, S.A.), this research demonstrates how e-commerce operations can evolve toward metachannel capabilities by integrating q-commerce solutions. Using Design Science Research methodology, the study develops an operational model transforming physical distributors into micro-fulfillment centers while leveraging third-party logistics partnerships. The research proposes a framework for organizations leveraging q-commerce within metachannel transformation, addressing technological integration and strategic implications. This study contributes to theoretical understanding while providing practical guidance for businesses navigating it.

Keywords

#quick commerce #omnichannel marketing #third-party logistics #e-commerce operations #operational model #Omnichannel #Transformative learning #Process management

Bibliographic Details

Publication Type Book chapter
Publication Year 2026
Journal / Conference / Work Redefining Real-Time Value Delivery in the Digital Marketplace

ISLA Authors & Affiliations

J
José Agostinho de Sousa Pinto
apinto@iscap.ipp.pt ID: E510-C11B-61BE
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L
Luis António da Silva Rodrigues
lsr@iscap.ipp.pt ID: B018-D662-D46E
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