Flipkart Minutes eyes profitability, higher order value via broader product mix
Flipkart Minutes
, the
quick commerce
arm of Walmart-owned Flipkart, is looking to drive higher
average order values
(AOVs) and profitability by tapping into the parent platform's wider product catalogue, two senior company executives told ETtech.
The service currently operates 400
dark stores
across 17 cities, and aims to scale that to 800 by the end of this year, as Flipkart group CEO
Kalyan Krishnamurthy
indicated in April. 'Every category on the Flipkart Minutes is capable of being delivered within 10 minutes,' said Kabeer Biswas, vice president at Flipkart Minutes and founder of hyperlocal logistics startup Dunzo.
'The size and shape of each category differs, but most can be fulfilled within 10 minutes as consumer behaviour shifts,' he said. Biswas, who joined the company in January, after the cash-strapped Dunzo stopped operations, explained that delivery timelines vary by category definition.
Kanchan Mishra, vice president at Flipkart, added that essentials like vegetables and dairy are low-value, and the platform's push into long-tail categories is key to improving margins. 'Profitability comes when your AOV hits a sweet spot, backed by strong daily order volumes per store. Long-tail items help lift AOVs and play a big role in customer retention and frequency,' she said.
On May 13, ETtech reported that Flipkart is capping Minutes' rollout to the top 8–10 cities to rein in cash burn. However, the rapid scale-up to 800 dark stores is among the fastest in India's quick commerce space, where rivals include
Blinkit
(Eternal),
Swiggy Instamart
, Zepto, and Tata Digital-backed
BigBasket
.
Biswas said the service is also seeing traction in tier-II and tier-III cities, with expansion plans being evaluated on a quarterly basis. 'The plan is to reach 800 stores in relevant cities based on existing demand and to recalibrate every quarter. The ambition is larger, and right now we're doubling daily order volumes every 45 days,' he said.
Flipkart rival
Amazon
has also begun piloting quick commerce services in Bengaluru via Amazon Now, as reported by ETtech.
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