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Daybreak
How the unassuming category manager came to rule the world of quick commerce
Dec 18, 2024
Category managers are the new power players in quick commerce, managing coveted shelf space in dark stores. They shape product visibility on major platforms like Instamart and Zepto, leading brands to go to great lengths for their attention. With over 30,000 brand requests each month for just 150 available slots, competition is fierce. This dynamic forces brands to boost their advertising efforts to remain relevant, making these managers critical to success in the fast-evolving e-commerce landscape.
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Quick takeaways
- Category managers have evolved into crucial decision-makers in quick commerce, influencing product visibility and brand investments on platforms like Instamart and Zepto.
- The pressure on brands to cultivate relationships with category managers has escalated, forcing them to increase marketing investments and creatively engage these key influencers.
Deep dives
The Role of Category Managers in Quick Commerce
Category managers play a critical role in the quick commerce industry, holding significant influence over which products are offered on platforms like Swiggy Instamart and Blinkit. They are responsible for not only pricing and product availability, but also for determining which brands fit specific geographic markets. As their duties have expanded, category managers now manage around 20,000 to 25,000 SKUs, reflecting the dramatic increase in the demand for instant delivery services. This evolving role requires them to analyze data continuously to ensure the product mix meets customer preferences and market needs.
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