It appears that the online grocery delivery space is about to take another turn ahead of the holiday season. Late-night deliveries are the latest craze among fast commerce startups such as Swiggy, Instamart, Zepto, Dunzo, and Blinkit. Many of these startups are now reportedly providing services until late at night in certain cities.
According to the Economic Times, Swiggy Instamart, Swiggy’s grocery delivery arm, has recently texted customers that it is now open until 3 a.m. The most recent development has occurred as a result of the failure of quick commerce startups’ 10-minute delivery strategy. Online grocery platforms were attempting to entice customers in late 2021 and early 2022 by promising 10-minute deliveries to their doorsteps.