India’s food delivery battle is set to get intense as Flipkart is set to launch its food delivery app in Bengaluru reportedly as soon as around August 15. This launch will mark Flipkart’s official entry into a market long dominated by just Zomato and Swiggy apart from Rapido’s recent food delivery platform-Ownly. Experts believe Flipkart’s entry into the food delivery segment could redefine competition given Flipkart’s significant customer base and reach across India.
Some analysts believe the company is likely to pitch a lower commission rate compared to what is typically charged by Zomato and Swiggy, in a bid to attract more restaurant partners. Sources believe Flipkart’s aim could be to charge roughly around 10 percent to undercut rivals like Zomato and Swiggy (who charge around 16-30 percent). While the expectation is that Flipkart’s food delivery app launch will see a fresh battle for customers, restaurants and delivery partners, sources have told Times Now Digital, that “India’s digital commerce landscape is increasingly converging, with consumers expecting a single platform to meet multiple daily needs, from groceries and meals to retail purchases and financial services.” In fact sources also believe that success in this evolving ecosystem will now depend less on scale alone and more on execution, including fulfilment reliability, customer experience, hyperlocal partnerships and sustained unit economics.
In an exclusive interaction with Times Now Digital, sources said “as convenience becomes a defining consumer expectation, businesses must also ensure transparency around pricing, manufacturing and expiry information through stronger digital disclosures and platform governance. Going forward, the boundaries between e-commerce, quick commerce and food delivery are likely to become increasingly blurred, creating integrated consumer ecosystems centred on convenience and trust rather than standalone service categories.”
Industry experts believe Flipkart’s biggest opportunity could be in offering restaurants more competitive commission rates while leveraging on Flipkart’s existing customer base. However, experts believe lower commissions will need to be complemented with delivery reliability and execution to ensure Flipkart can challenge established players in the food delivery sector.
Coming Soon: Flipkart’s Food Delivery App-What We Know So Far
