If the pilot project of Blinkit’s large order fleet service becomes successful it may significantly disrupt the landscape dominated by Amazon and Flipkart.
Quick-commerce platform Blinkit has initiated a pilot program in Delhi NCR to deliver larger items such as luggage, gaming consoles, and home appliances, marking a significant expansion beyond its traditional focus on quick delivery of groceries and daily essentials. This strategic shift could present a new challenge to established e-commerce giants like Amazon and Flipkart, potentially intensifying competition in the market.
Blinkit Expansion Plan
According to reports from Inc42, Blinkit, owned by Zomato, is testing a specialized fleet dedicated to handling bulkier products like air purifiers, PlayStation consoles, and air fryers. This move aligns with the company’s plans to develop express dark stores capable of delivering high-value items within 30 minutes.
The quick-commerce industry is focusing on boosting Average Order Values (AOV), and this initiative could help Blinkit enhance its AOV, which currently stands at Rs 660, up by 8% from Rs 607 in the same quarter last year.
Growing Competition in Quick Commerce
Blinkit’s expansion into larger product categories comes after rising competition in the quick-commerce sector. Swiggy Instamart, one of Blinkit’s main competitors, is also exploring new categories but is focusing on kitchen appliances with a separate infrastructure for extended delivery timelines.
According to Swiggy’s CFO, Rahul Bothra, the company is not venturing into large white goods but will emphasize variable categories like kitchen gadgets. The success of Blinkit’s pilot in Delhi NCR could pave the way for a broader rollout in other metropolitan cities where the platform operates.
Quick Commerce Players Next Plans
As competition heats up, companies in the quick-commerce space are aggressively expanding their service offerings. Swiggy recently raised $1.3 billion through an IPO to strengthen its quick-commerce business, while Zepto, led by Aadit Palicha, has garnered nearly $1 billion in funding across multiple rounds.
Meanwhile, Blinkit has been innovating to maintain its 40% market share in the fiercely competitive quick-commerce sector, which has seen the entry of new players like Flipkart’s Minute, BigBasket, and Nykaa.
Blinkit’s Recent Initiatives
In recent months, Blinkit has introduced several new services to enhance its offerings like EMI options for high-value purchases to attract budget-conscious customers. The launch of Blinkit Seller Hub, enabling brands to list their products on the platform for direct sales. 10-minute passport photo delivery service, initially available in the Delhi NCR region.
These innovations underscore Blinkit’s commitment to diversifying its portfolio and staying ahead in a rapidly evolving market.
As the quick-commerce sector continues to expand, Blinkit’s new focus on larger items could set it apart from rivals, potentially capturing a broader customer base and increasing revenue streams.