Shiprocket enters food commerce with direct ordering model using Ola
What happened
Shiprocket has entered food commerce by testing a direct-ordering model with two restaurant chains operated by Vegorama Group: Punjabi Angithi and Bikkgane Biryani. The platform, called fastrr, uses Shiprocket Quick to arrange doorstep deliveries through third-party riders, including Ola. This move aims to help restaurants retain more revenue by offering an alternative to high aggregator commissions.
Why it matters
The direct-ordering model challenges the high commission structure of third-party food aggregators, which saw average rates rise from 9.6% in 2019 to 24.6% in 2023. The platform uses customer data to encourage repeat purchases and recover abandoned orders, allowing brands to build direct customer relationships.
Shiprocket targets Indian merchants with an e-commerce platform.