Learn · Glossary
The quick-commerce intelligence glossary.
Plain, quotable definitions of the terms behind how brands rank, advertise and stock on Blinkit, Zepto and Instamart. Category-level; read from the public shelf.
- Dark store
- A small local fulfilment warehouse a quick-commerce platform delivers from, closed to walk-in shoppers. Each dark store serves a specific set of pincodes, and a brand's rank, ads, price and stock are resolved separately in every one. Why this changes your rank →
- Quick commerce (q-commerce)
- On-demand delivery of everyday goods, typically in 10–30 minutes, fulfilled from local dark stores. In India the main platforms are Blinkit, Zepto and Swiggy Instamart.
- Per-dark-store granularity
- Resolving a brand's rank, ads, price and stock to each individual fulfilment store rather than to a national or city average — because quick-commerce shelves are local and differ store to store.
- Brand-term conquest
- A competitor buying sponsored placement on searches for your own brand name, so their ad appears above your listing when a shopper searches specifically for you. How to detect and defend it →
- The share of sponsored placements a brand owns across a set of keywords, measured as slot ownership. Rupee bids are not public, so share-of-voice is measured by placements won, not spend.
- Fill-rate demotion
- The drop in a product's search rank and ad visibility in a dark store's catchment when its fill rate there falls below the platform's threshold — even while national availability looks healthy. How ranking works →
- On-shelf availability (OSA)
- Whether a product is actually in stock and buyable at a given dark store at a given time. On quick commerce, availability drives discovery, rank and repeat purchase at the store level.
- A brand's share of the top organic and sponsored results for a set of category keywords — a proxy for how discoverable it is versus rivals.
- Sales velocity
- The rate at which a listing converts visibility into orders. It is a primary input to organic search rank on quick commerce, and is measured per dark store.
- Sponsored placement (product booster)
- An auction-based paid slot that lifts a product above organic results for chosen keywords or categories. Delivery is inventory-led: it only serves where the product is in stock in the nearest dark store.
- Zero-input intelligence
- A competitive read built entirely from the public shelf, requiring no seller-panel or ad-account connection from the brand being analysed.
- Slot ownership
- Measuring advertising presence by counting the sponsored placements a brand actually wins — used because the underlying rupee bids on quick commerce are not public.
New to this? Start with the field guide — it ties these terms together into how a brand actually wins on the shelf.
Free · zero input
See these concepts on your own brand.
Type your brand and we'll show your rank spread, your ad share-of-voice, and who's conquesting your name — store by store, from public data.