Quick-commerce giant’s privacy-focused update witnesses over 100,000 deletions as platform continues expansion across India’s Tier II markets
In a significant move towards enhancing user privacy and control, Zomato-owned quick-commerce platform Blinkit has introduced a feature allowing users to delete their order history. The update, launched in the last week of December 2024, has already seen remarkable adoption with over 100,000 orders deleted, signaling strong user demand for privacy-focused features in the e-commerce space.
Blinkit Co-founder and CEO Albinder Dhindsa announced the feature through LinkedIn, highlighting its rapid uptake. “You can now delete orders from your Blinkit order history! We rolled out this feature last week, and 1,04,924 orders have already been deleted since then. New year, new order history,” Dhindsa shared in his post.
The introduction of this privacy feature comes at a time when Blinkit is experiencing substantial growth and expansion. The platform’s Q2 FY25 financial results showed impressive performance, with revenue reaching Rs 1,156 crore, marking a 129% year-over-year increase from Rs 505 crore in Q2 FY24. Additionally, the company has significantly improved its operational efficiency, reducing its adjusted EBITDA loss to Rs 8 crore from Rs 125 crore in the previous year.
Karthik Reddy, Managing Partner at Blume Ventures and a prominent voice in India’s startup ecosystem, commented on the development: “Privacy features are becoming increasingly important for Indian consumers. Blinkit’s move to introduce order history deletion shows how domestic startups are maturing in their approach to user experience and data privacy.”
The feature launch is part of Blinkit’s broader strategy to enhance its service offerings and user experience. Throughout 2024, the company has rolled out several innovative initiatives, including:
- The launch of Bistro, its dedicated quick food delivery application
- Introduction of large-order fleets to handle bulk deliveries
- Development of the ‘Blinkit Seller Hub’ to streamline vendor onboarding
- Implementation of returns for clothing and footwear categories
- Quick delivery service for passport-sized photographs
The platform has also been expanding its geographical footprint, recently launching operations in Jammu as part of its strategic push into Tier II cities. This expansion aligns with parent company Zomato’s vision to capture emerging markets beyond metropolitan areas.
“The rapid adoption of the order history deletion feature reflects changing consumer preferences in India’s digital economy,” notes Priya Kumar, Lead Analyst at TechMarket India. “Users are becoming more conscious about their digital footprint, and platforms that offer such control are likely to see increased user trust and engagement.”
For India’s startup ecosystem, Blinkit’s latest feature represents a growing trend of user-centric innovations that go beyond basic service delivery. The quick commerce sector, which is expected to reach $5.5 billion by 2025 according to RedSeer Consulting, is seeing increased competition on user experience and privacy features rather than just delivery speed and pricing.
The success of this feature could potentially influence other players in the e-commerce and quick commerce space to introduce similar privacy-focused options, ultimately benefiting end users who seek greater control over their digital footprints.
