Impulse, not research
Nobody reads bullets on Blinkit. The decision happens on a thumbnail, a price and a position in the category list. That means pack-forward imagery, a title that reads at thumbnail size, and ruthless attention to where you sit in the listing — because position three and position eleven are different businesses.
Dayparting is real money
Demand on quick commerce swings hard by hour and by city. Bidding flat across a 24-hour day quietly donates budget to the dead hours. We shape spend around the windows where your category actually converts, by city, and revisit it as the data thickens.
Assortment decides the ceiling
Not every SKU belongs in a dark store. Pack sizes, price points and category fit determine whether a listing can win at all. Part of the work is telling you which products to push and which to leave on the marketplace — a conversation most agencies skip because it shrinks the scope.