BigBasket, the top online grocery store in India, is changing into a full-fledged platform for fast commerce, with an exclusive emphasis on delivery made in 10 to 30 minutes via its BB Now service. This strategic move, which accounts for more than 50% of the company's sales, indicates the increasing desire for deliveries that happen more quickly. BigBasket, which was established in 2011, is eschewing its conventional slotted delivery methodology in order to maintain its competitiveness in the rapidly changing e-commerce market. The move, which represents a substantial shift in the company's business strategy, will be finished in the upcoming weeks, according to founders Hari Menon and Vipul Parekh.
Tata-owned BigBasket, the largest e-grocer in India, is transitioning fully into the quick commerce sector as demand for rapid deliveries continues to grow. Known initially for its slotted delivery model, BigBasket is making a significant strategic shift, driven by the rising popularity of its BB Now service, which currently accounts for over 50% of the company's sales. This shift highlights the growing trend in the e-commerce industry towards faster delivery times, often referred to as quick commerce, where groceries and other essentials are delivered within 10 to 30 minutes.
Founded in 2011,the company has witnessed numerous changes in the grocery delivery landscape over the past decade. Various business models have emerged, with some focusing on hyperlocal deliveries while others have emphasised broader e-commerce capabilities. Despite being a relatively recent entrant in the quick commerce market, BB Now has rapidly gained traction, prompting the company to focus more intensively on this sector over the past year.
BigBasket is completely embracing the rapid commerce model, which is different from traditional e-commerce in that it places an emphasis on speed and convenience and aims to deliver things quickly. This strategy has been gaining traction, particularly in cities where customers value speedy delivery of their items. The decision by BigBasket to completely embrace this approach is in keeping with an industry trend where traditional e-commerce and rapid commerce are becoming more and more entangled.
BigBasket's founders, Hari Menon and Vipul Parekh, revealed that the company is nearing the end of its transition in an interview with The Economic Times. BigBasket will phase out its conventional slotted delivery approach in the upcoming weeks and only provide the 10-30 minute delivery service through BB Now. This change demonstrates the company's commitment to satisfying the changing needs of its customers, who are looking for quicker and more convenient ways to shop.
BB Now, which has been operational for about two and a half years, initially served as an additional service within BigBasket's broader offering. However, as consumer preferences shifted towards quicker delivery times, the service has become a central focus for the company. The Bengaluru-based firm has been steadily refining its operations to cater to this growing market segment, ensuring that it can deliver a wide range of products quickly and efficiently.
This shift is not just a response to consumer demand but also a strategic move to stay competitive in the rapidly evolving e-commerce landscape. As other players in the market, including horizontal e-commerce platforms, increasingly offer quick delivery options, BigBasket's decision to focus entirely on quick commerce is a way to differentiate itself and maintain its leadership position in the grocery delivery space.Moreover, this transition aligns with broader industry trends, where convenience and speed are becoming key differentiators for e-commerce platforms. Consumers today are not only looking for a wide range of products but also want them delivered as quickly as possible. BigBasket's move to focus solely on quick commerce is a reflection of this shift in consumer expectations.
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