Quick commerce platforms are pivoting from a relentless dark store expansion race to a sharper focus on assortment, with stock keeping units (SKUs) and category depth emerging as the next battleground to drive growth and retention.
While players such as Zepto are estimated to offer nearly 40,000 SKUs, rivals Blinkit and Swiggy Instamart have not disclosed exact SKU counts in their latest filings. However, investor commentary and quarterly disclosures indicate a clear shift toward expanding non-grocery categories and deepening selection.
Swiggy’s Q3 filings show non-grocery already accounts for 32 per cent of Instamart’s order value, up from 26 per cent in the previous quarter, underscoring a rapid expansion beyond core grocery. Categories such as electronics, home essentials, toys and accessories are seeing increased traction, reflecting a broader push into general merchandise.
“While neither Blinkit nor Instamart have disclosed SKU count, it’s clear that all companies are expanding their non-grocery mix for a higher AOV,” said an investor who did not wish to be named.
Another investor noted that the earlier phase of aggressive dark store rollout is beginning to stabilise. “Dark store expansion has rationalised, but companies now need non-grocery mix to rise. Grocery is still what is driving up sales, but firms are expanding categories to cater to niche audiences. That’s why we are seeing mobile phones and electronics gain prominence,” he said.
Commentary points
For Eternal-owned Blinkit, recent commentary points to a growing focus on “long-tail categories”, signalling deeper SKU additions across niche and less frequently purchased items. Similarly, Instamart has highlighted “assortment expansion” as a key lever for growth.
Industry executives say a wider selection not only increases average order values but also improves customer retention, as users gravitate toward platforms that combine convenience with breadth of choice. As quick commerce matures, the ability to offer depth—rather than just speed—is fast becoming the defining competitive edge.