Sustainability and Value Creation of Transaction Platforms in Emerging Markets: A Comparative Analysis of On-Demand Grocery Platforms

This study examines the sustainability and value-creation strategies of two leading on-demand grocery platforms in an emerging market context. Using a comparative case study approach, the research investigates how two competing platforms balance operational efficiency, technological integration, and customer engagement while addressing environmental and social sustainability challenges with different models. Data were collected from semi-structured interviews with executives, couriers, franchise owners, and policymakers, supplemented by secondary sources such as industry reports and regulatory documents. The findings reveal that one platform prioritizes speed and logistics efficiency through a dark store model. In contrast, the other leverages its broader e-commerce ecosystem to drive cross-category engagement and economies of scale. Both transaction platforms face sustainability trade-offs, including packaging, food waste, and labor sustainability. This study contributes to value creation and sustainability literature, demonstrating how emerging market conditions shape transaction platforms. The study advances the literature on transaction platforms, sustainability, and value creation in emerging economies by comparing two platforms. The insights provide practical implications for platform managers, emphasizing the need to integrate sustainability-oriented innovations while ensuring economic viability.