Quick commerce has emerged as a dominant model in the retail landscape, characterized by the promise of ultra-fast delivery of essential goods. While this model offers significant convenience and meets the immediate needs of consumers, it also presents substantial challenges related to customer acquisition costs and their impact on overall profitability.

This study aims to examine the dynamics between customer acquisition strategies and profitability within the quick commerce sector, with particular emphasis on whether aggressive growth tactics are sustainable or detrimental to financial health. The research adopts a descriptive research design and utilizes both primary and secondary data. Primary data were collected through a structured questionnaire administered to 127 respondents during the period from October to December 2025, while secondary data were obtained from journals, research articles, and published reports.

The study seeks to assess the effectiveness of various acquisition channels, the associated costs, and their direct influence on the profitability metrics of quick commerce firms. The findings are expected to offer valuable insights into how companies can optimize their growth strategies to achieve a sustainable balance between market expansion and financial viability.

Keywords: Quick Commerce, Customer Acquisition, Profitability, Customer Lifetime Value, Growth Strategy