Blinkit adds sporting goods and sportswear to your quick shopping cart

SUMMARY

Blinkit delivers sports and fitness items from premium brands such as Adidas, Boldfit, Cosco, Yonex, boAt and more in several cities

The launch of the sports division is another step Blinkit has taken into the e-commerce space as the company looks to increase average order value and gross volume

Blinkit’s gross order value increased 97% year-on-year to INR 4,027 in Q4FY24, but average order value declined to INR 617 from INR 635 in Q3FY24

Expanding its product catalog, fast trading platform Zomato Blinkit has launched a new vertical with sports and fitness items from premium brands such as Adidas, Boldfit, Cosco, Yonex, boAt and The Whole Truth.

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

The Sports Essentials industry, promoted at the top of the Blinkit app, includes a wide range of products in six segments such as outdoor and indoor sports and games, swimming, yoga and gym, health supplements, clothing and accessories, as well as energy products and hydration drinks . The price range of these sports items ranges from INR 50 to INR 3,000.

Blinkit has also revamped the splash screen of its smartphone app in line with the new launch to attract users’ attention.

Blinkit: It’s not just about grocery delivery anymore

The launch of the sports division is another step that Blinkit has taken towards the e-commerce space, as the company wants to increase the average order value and gross volumes.

Gross value of the Blinkit order grew 97% YoY to INR 4,027 in the quarter4FY24. In the quarter, it completed over 65.3 million orders. Most importantly, Blinkit’s average order value declined to INR 617 in Q4 from INR 635 in Q3FY24.

While Blinkit started as an online grocery delivery platform (called Grofers), it added a range of non-food products to its offering after its acquisition by Zomato in 2022. In particular, it adds high-value products to the catalog.

Earlier this year, Blinkit began shipping electronics, including Samsung and smartphones Applein less than 10 minutes in Delhi-NCR, Mumbai and Bengaluru, among others.

In April, Blinkit announced that it would offer 10-minute delivery of Lenskart glasses in select cities. The fast trading company has also started selling PlayStation 5 consoles on its platform.

To coincide with the start of summer this year, Blinkit has even added third-party air coolers and devices such as fans and AC remotes.

Basically, Blinkit has come a long way since the days of grocery delivery.

Indeed, last year Blinkit announced that it would offer home repairs and other handyman services which would put him against Urban Company. However, the plan has not yet been implemented.

Its main rivals Zepto and Instamart Swiggy have also expanded their offerings amid a surge in demand for fast delivery of everyday items, including delivery of packaged food and drinks.

And competition will intensify with Walmart’s support Flipkart ready to launch quick trade offers in Delhi, Mumbai and Bengaluru, while Tata Digital’s BBnow is also eyeing a major investment in this space for 2024.

Notably, the Indian fast commerce market has grown on average 77% year-on-year, reaching gross merchandise value (GMV) of $2.8 billion in 2023. In comparison, the e-commerce market is growing at an average rate of 13-14%.