Q-Commerce, or Quick Commerce, is revolutionising the way supply chain companies operate by enhancing speed, convenience, and offering hyper-local fulfillment. HWArobotics is putting Q-Commerce to the test and showcases how it can reduce delivery costs and improves customer satisfaction.
“HWArobotics is a global leader in warehouse automation solutions, specialising in advanced ASRS (Automated Storage and Retrieval Systems) shuttle technologies. With a DNA rooted in innovation, reliability, and scalability. We design systems that enable businesses to optimise intralogistics, enhance throughput, and achieve operational excellence,” explains Umer Saleem, Vice President Sales and Business Development.
“Our mission is to empower retailers, e-commerce players, and logistics providers with intelligent and future-ready automation systems that integrate seamlessly with the demands of fast-moving consumer industries such as q-commerce, grocery, fashion, and general merchandise,” he adds.
The DNA of HWArobotics rests on three pillars:
- Innovation at scale – cutting-edge R&D and robotics design.
- Customer-centric solutions – tailored automation systems for diverse industries.
- Global expertise, local commitment – proven deployments across Asia, Europe, and the Middle East.
Expansion
HWArobotics is expanding rapidly into the Middle East & North Africa (MENA), bringing world-class automation technologies to one of the fastest-growing logistics and e-commerce markets globally.
Saleem is spearheading this expansion from the company’s Dubai hub. Withnearly 17 years of experience advising businesses across multiple sectors, he is focused on building strategic partnerships with retailers, 3PLs, and last-mile logistics providers to meet the region’s surging demand for intralogistics automation.
Q-Commerce: A global movement
Quick commerce (q-commerce) represents the next stage of retail, where customer expectations demand groceries, essentials, and consumer products delivered in less than 30 minutes. Globally, q-commerce is witnessing double-digit annual growth, with billions invested in fulfillment infrastructure.
- Global market growth: Q-commerce has become a multi-billion-dollar industry, driven by urbanisation, smartphone adoption, and shifting consumer habits.
- MENA focus: The MENA region is uniquely positioned for q-commerce growth due to young demographics, high mobile penetration, and evolving consumer preferences. Countries like Saudi Arabia, the UAE, and Egypt are witnessing rapid adoption of on-demand delivery, especially in fresh groceries and FMCG (Fast Moving Consumer Goods).
Alignment with ASRS & Warehousing intralogistics
Q-commerce thrives on speed, efficiency, and precision—values that directly align with ASRS and intralogistics systems. By deploying shuttle-based warehouse automation, companies can:
- Maximise storage density in urban fulfillment centers.
- Achieve high throughput to meet delivery time guarantees.
- Integrate seamlessly with last-mile networks.
- Ensure scalability as demand grows.
In MENA, this synergy is particularly critical as governments invest heavily in smart logistics, digital economies, and supply chain modernisation.
Fresh groceries & Q-commerce: Hand in hand
“Fresh groceries are at the heart of q-commerce. Consumers expect not just speed, but also quality and freshness,” adds Saleem. ASRS solutions enable:
- Temperature-controlled automation for perishable goods.
- Seamless stock rotation (FIFO) to guarantee freshness.
- Real-time inventory visibility, reducing waste and out-of-stock incidents.
For grocery players, automation is no longer optional—it is essential for maintaining a competitive advantage.
Case Study A – Leading Chinese retail innovator
Background:
One of China’s largest dataand technology-driven retail platforms, fully integrating online, offline, and modern logistics. Known for its pioneering role in grocery-focused new retail, the company combines big data, IoT (Internet of Things), and automation to optimise the match between people, goods, and demand.
Configuration:
- Multi-level Shuttle Robot ASRS: 7 aisles (5 at 17 layers, 2 at 15 layers), height 7.5 meters, total 25,509 standard totes
- Shuttle Robots: 115
- Goods Lifts: 28
- Efficiency: Shuttle robots 110 boxes/hour/set; Lifts 560 boxes/hour/set
Case Study B – Global fast fashion powerhouse
Background:
Founded in 2008, this leading B2C Internet enterprise focuses on fast fashion, offering cost-effective products to consumers worldwide. With headquarters in China and branches in the US, Belgium, Dubai, and beyond, the company has penetrated North America, Europe, Russia, MENA, and India.
Configuration:
- Multi-level Shuttle Robot ASRS: 6 aisles, 15 layers, height 9 metres, total 28,800 standard totes
- Shuttle Robots: 90 (+1 spare)
- Goods Lifts: 24 (without layer changing)
- Throughput Peak: 12,000 boxes/hour (6,000 inbound + 6,000 outbound).
