What’s In The Location? Everything!

dark store

In the fiercely competitive landscape of quick commerce, the strategic selection of dark store locations emerges as a pivotal determinant of success. Industry giants such as Blinkit, Swiggy Instamart, Zepto, and BigBasket’s BB Now are intensively analyzing various data points to pinpoint optimal locations for their dark stores. Operating for quite some time now, these quick commerce giants sit on a wealth of consumer purchase behavior data.

After all, the shorter the delivery time, the higher the chances of repetitive customers. A good example would be that of consumers preferring Todi Mills over Kamala Mills in Mumbai due to logistical advantages and cost considerations. Also, efficient location strategies have yielded tangible benefits for players like Blinkit, with a significant reduction in the time taken for newly launched stores to achieve profitability.

TK Balakumar (Chief Operating Officer of BigBasket) emphasized the paramount importance of location, rating it a significant nine out of ten in terms of factors influencing turnover at dark stores. Balakumar highlighted the meticulous approach employed by his team, which incorporates external factors like traffic patterns, road conditions, and demographic profiles into their location selection process.

The quick commerce sector in India is experiencing exponential growth. Statista projects a revenue surge to USD 3,349 million by 2024, and a CAGR of 24.33%, which is expected to drive the market volume to USD 9,951 million by 2029.

To meet burgeoning demand, industry leaders are rapidly expanding their network of dark stores. Swiggy Instamart reportedly operates approximately 500 dark stores, with Blinkit and Zepto not far behind at 400 and 340 stores, respectively. Moreover, in addition to primary dark stores, players like Zepto operate secondary stores within close proximity, enabling efficient order distribution based on real-time traffic patterns. The strategic positioning of these facilities hinges heavily on proximity to densely populated urban areas.

According to industry experts, achieving the goal of rapid order fulfillment, often within 15 minutes, necessitates data-driven optimization of warehouse operations and seamless coordination with delivery logistics.

The evolving nature of the quick commerce landscape, marked by the inclusion of non-grocery items, necessitates ample space for expansion within dark stores. While the square footage and SKU count continue to rise, efficient product stacking remains crucial for swift order processing. Factors such as warehousing and delivery costs, influenced by location-dependent variables, also play a crucial role in determining the economic viability of dark store operations.

As the quick commerce sector continues to evolve, the strategic optimization of dark store locations emerges as a cornerstone for sustained growth and competitive advantage in this rapidly expanding market.


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