Blinkit Expands Quick Commerce to Include Sports and Fitness Essentials

Blinkit, Zomato’s quick commerce platform, has launched a new vertical offering sports and fitness essentials from premium brands such as Adidas, Boldfit, Cosco, Yonex, boAt, and The Whole Truth.

This new service is now live on the Blinkit app and is available in select cities, including Delhi NCR, Mumbai, Kolkata, Chennai, Pune, Jaipur, Kanpur, Ludhiana, Chandigarh, Vadodara, and Meerut.

The Sports Essentials vertical on the Blinkit app features a wide range of products across six segments: outdoor and indoor sports and games, swimming, yoga and gym, health supplements, clothing and accessories, and energy and hydration drinks. The price range for these sports essentials varies between INR 50 and INR 3,000. To mark this launch, Blinkit has revamped its app’s splash screen to attract user attention.

The launch of the sports vertical is another strategic move by Blinkit to deepen its presence in the ecommerce space and increase its average order value and gross volumes. Blinkit’s gross order value surged 97% YoY to INR 4,027 crore in Q4 FY24, with over 65.3 million orders processed during the quarter. However, the average order value slightly decreased to INR 617 from INR 635 in Q3 FY24.

Originally started as an online grocery delivery platform named Grofers, Blinkit has significantly diversified its product offerings since its acquisition by Zomato in 2022. The platform now includes high-value non-grocery items in its catalogue. Earlier this year, Blinkit began delivering electronics, including Samsung and Apple smartphones, in under 10 minutes in cities like Delhi-NCR, Mumbai, and Bengaluru. In April, it started offering 10-minute delivery of eyewear products from Lenskart in select cities and began selling PlayStation 5 consoles.

Blinkit’s expansion into new categories reflects the intensifying competition in the quick commerce market, which saw a 77% YoY growth to reach $2.8 billion in gross merchandise value (GMV) in 2023. This is significantly higher compared to the 13-14% average growth of the e-commerce market. Rivals like Zepto and Swiggy’s Instamart have also broadened their offerings, and Walmart-backed Flipkart and Tata Digital-owned BBnow are set to make significant investments in this space in 2024.

Blinkit’s founder, Nitish Mittersain, highlighted that key initiatives from FY24 are poised to yield substantial results in the coming year, including new publishing units, game launches, and IP partnerships. The platform’s strategic moves underscore its commitment to becoming a comprehensive quick commerce solution, catering to a wide array of consumer needs.

Disclaimer: This information is covered based on the latest research and development available. However, it may not fully reflect all current aspects of the subject matter.

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