11 Dec , 2024 By : Debdeep Gupta
Replicating Zomato’s cost-advantage model is challenging for competitors, especially given its market share and higher advertisement revenues, said Ambit Asset Managers in its monthly newsletter to its shareholders while retaining Zomato as its core holding in its portfolios in December.
It stated that while many competitors resort to cash-burning strategies and heavy discounting, these approaches are unsustainable, and Zomato’s model, with its cost advantages and market leadership, makes imitation difficult for other players.
The reason? Zomato has a high average order value in food delivery as well as quick commerce. Competitors who try to copy the business model of Zomato can only partially imitate this, says the asset manager as increasing average order value requires innovation and superior customer insights.
Also, competitors chasing unprofitable market segments just to boost average order value can derail its business model if it goes behind unprofitable segments like bulk groceries or low-margin electronics.
The asset manager says that Zomato is a leader in advertising because of its 58 percent market share in food delivery, which gives it an edge over competitors and this advantage is likely to last. It further adds that a player with more than 50 percent market share will invariably have a relatively much higher share of the industry's advertisement income.
While all players are now trying to increase their advertisement income, it will remain a sustainable competitive advantage for the leader which is Zomato, said the asset manager.
Interestingly, the newsletter further states that Zomato's 58 percent market share in food delivery is expected to grow beyond 60 percent in the next few years and, more importantly, Zomato is likely to capture over 75 percent of the industry’s profits, giving it an edge over Swiggy.
Zepto, with about 28 percent market share in quick commerce, has been very aggressive with discounts to attract customers. However, it faces disadvantages compared to Zomato, which has a 45 percent market share in quick commerce, and Swiggy, which has a 25 percent market share. The disadvantages include higher customer acquisition costs, lack of synergy, and smaller scale.
In the case of Dmart Ready, the management plans to stick to delivering large baskets, and slotted deliveries and does not intend to compete in the quick commerce convenience segment.
In contrast, BigBasket (with its three formats: BigBasket, BBNow, and Neuflash) is reportedly aiming to compete in the quick commerce convenience space by reducing delivery times. However, monthly bulk purchases are unlikely to succeed in this model due to high costs and operational challenges, they stated in the newsletter.
Amazon and Walmart are stepping into the quick commerce space because their traditional e-commerce business models are facing disruption. Both companies already operate loss-making businesses in e-commerce, and expanding into quick commerce - another challenging segment—will likely deepen their financial losses, the newsletter says.
Additionally, as foreign-owned companies, they are more exposed to regulatory risks, since retail rules in India are stricter for foreign players compared to domestic ones, added the newsletter.
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