From impulse buys to habitual top-ups, modern shopping behaviour has changed dramatically. In this piece, Matt McGinley, Head of CPG and Retail Ads at Uber Advertising, explores how brands can respond to consumers who demand convenience, agility and personalised experiences in every moment of purchase.
Marketing has always been about chasing the consumer. But today’s consumer is harder to pin down - they are becoming less predictable, more spontaneous and increasingly demanding. These shifts are here to stay. For most of us life these days feels faster, the choices at our fingertips seem endless and patience is in increasingly short supply.
The shift didn’t happen overnight. The pandemic accelerated habits that were already emerging: people learned that they could order what they needed - food, essentials, even personal care - without leaving their homes.
As a result, we’re increasingly seeing that convenience is no longer regarded as just a perk of a business; it’s become a baseline expectation.
When consumers interact with a brand, they assume it will integrate seamlessly into their lives, remove friction and make their day easier. Deloitte even recently found more than 50% of global consumers consider frictionless payment processes a top concern.
The rise of e-commerce, and more recently quick commerce - a form of ultra-fast delivery designed to get groceries, everyday items and personal care products to customers in under an hour - has also crystallised what convenience looks like in practice.
In Australia, Statista found the quick commerce grocery market is projected to nearly double from $1.35 billion in 2021 to $2.56 billion by 2030. These figures aren’t just about market growth - they signal a fundamental shift in consumer expectations.
The consequence is profound: once consumers experience this level of immediacy, their behaviour begins to shift and solidify. They build habits around top-up shopping, impulse missions and the ability to react in the moment rather than plan weeks ahead.
Younger, digitally native cohorts are particularly emblematic of this shift. For them, on-demand delivery is not just about speed; it’s about control and reducing mental load. We collaborated with GWI on this topic, and found this group is 53% more likely to adopt on-demand services and 35% more likely to shop for consumer packaged goods online.
For brands who are consistent on the platform, they see a positive halo effect proving retail media is fundamentally reshaping how brands engage with shoppers.
A snacks and confectionery brand who recently ran a campaign with Uber Eats also saw 11% growth in related categories. Similarly, an alcohol brand also experienced a positive halo effect from their campaign, with a 23% lift in share across related categories.
These behaviours demand a new way for brands to meet their audience where they are. Consumers are no longer bound by weekly shopping trips or rigid schedules. They plan less, purchase more flexibly and expect brands to meet them where they are - at the exact moment they need something.
That means spontaneous and planned shopping are no longer separate - instead, they are converging in a world where availability, speed and relevance define choice.
Convenience is now being used to solve immediate, often unplanned problems: a forgotten ingredient for dinner, a last-minute gift, or replenishing essentials they’ve run out of - things that previously would have been worked around or left for a weekly stock up. Moments of purchase have become more flexible than ever and impulse decisions can be delivered on with ease and speed.
These micro-moments happen every day, not just during seasonal peaks. Those seasonal spikes are predictable, but everyday spikes are just as actionable.
By mapping everyday needs alongside cultural moments - such as when kids go back-to-school or gatherings at home to watch the upcoming Ashes Test cricket series - marketers can anticipate demand rather than react to it.
These short, high-intent windows are great places for brands to play in because it means connecting with customers in a moment where they are highly engaged and willing to purchase. Brands that align messaging, creative and availability to these moments don’t just capture sales - they can help shape new shopping habits.
It’s therefore crucial to plan with agility and build campaigns that anticipate consumer behaviour in real time rather than waiting for traditional promotional calendars to dictate timing. Brands that combine data-driven insights with agile execution can personalise offers, timing and creative to these micro-moments, increasing both conversion and retention.
In today’s world, convenience isn’t a differentiator - it’s table stakes. The brands that succeed are those that will integrate seamlessly into consumers’ daily lives, respecting the new rhythms of behaviour while providing frictionless experiences. Quick commerce has shown that when convenience becomes part of a brand’s DNA, it drives engagement, loyalty, and measurable growth.
Ultimately, what quick commerce teaches us is that the modern consumer moves fast, expects more, and rewards brands that make their lives easier. In a world where convenience is the currency, brands that plan for everyday, habitual engagement will win; those that don’t risk being left behind.
Brands need to meet people where they are, and deliver what they need, when they need it.