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All Journal Winter Journal: IMWI Student Research Journal Journal Research of Social Science, Economics, and Management
Briliandaru Mahardhiyasa Pribadi
Institut Teknologi Bandung
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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From Two Hours to Thirty Minutes: Coverage, Courier Economics and Break-Even Density in an Indonesian E-Grocery Transition to Quick Commerce Briliandaru Mahardhiyasa Pribadi; Liane Okdinawati
Winter Journal: IMWI Student Research Journal Vol. 7 No. 2 (2026): Winter Journal: IMWI Student Research Journal
Publisher : Institut Manajemen Wiyata Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/wt.v7i2.124

Abstract

The rapid transition from traditional e-grocery services to quick commerce has created significant operational challenges, particularly in achieving short delivery windows while maintaining economic viability. This study examined the transformation of an Indonesian e-grocery company from a two-hour delivery model to a 30-minute quick-commerce model by evaluating service coverage, courier economics, and break-even conditions. The objective of this research was to determine the operational requirements and financial constraints necessary to support a sustainable quick-commerce network. A mixed-method single-firm case study was conducted using transactional data from 406,021 delivered orders between July 2024 and June 2025, supported by semi-structured interviews with operational stakeholders. The analysis applied road-network-based isochrone mapping, maximal covering location modeling, courier cost simulation, and allowable-cost analysis. The results showed that the existing seven dark stores covered only 23.1% of demand within the 30-minute delivery target, while achieving broader coverage required approximately 10–22 strategically located stores. Dedicated rider-partners improved delivery reliability compared with on-demand couriers; however, courier costs remained above the allowable margin under the current order density conditions. Break-even analysis indicated that profitability required simultaneous improvements in supplier margins, pick-and-pack productivity, and store density. This study concludes that quick-commerce sustainability depends not only on delivery speed but also on integrated decisions regarding network design, operational efficiency, and economic scalability.
From Supermarket Shelves to Dark Stores: Sequencing E-Grocery Transformation in Jabodetabek Briliandaru Mahardhiyasa Pribadi; Prabandaru Nurizza Daksa Buwana
Journal Research of Social Science, Economics, and Management Vol. 6 No. 2 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v6i2.1745

Abstract

Indonesian e-grocery platforms built on supermarket shelves and ride-hailing courier networks now face a market environment that expects 30-minute delivery, while modern grocery retail growth has slowed. This study examined how an Indonesian online grocery platform restructured its Jabodetabek operations from 2024 to 2025, identified the remaining operational constraints, and determined the sequence in which improvement levers should be deployed. A single-case mixed-methods design was employed, combining twelve months of transactional records (406,021 delivered orders across 19 stores), ten semi-structured interviews involving five operational roles analyzed through thematic coding, and structured diagnostics using PESTEL analysis, competitor benchmarking, value chain analysis, Business Model Canvas, and SWOT analysis. The regional exit strategy was justified based on order density, basket size, delivery distance, and contribution margin considerations. Consolidation into seven dark stores reduced fulfillment time by 59% and order-to-door time by 35%; however, it shifted the primary operational constraint toward travel distance. Practitioners identified the remaining constraints as store layout, information latency, and courier handover processes rather than traffic conditions. Five improvement levers were sequenced based on executability and reversibility: courier contracts, margin architecture, handover discipline, tiered delivery promises, and a density-gated network strategy. Per-order contribution improved from approximately negative Rp 10,633 to negative Rp 5,894 before any additional lease investments were made. The study concludes that a trigger-based roadmap should replace fixed launch schedules, with network expansion capital committed only after operational thresholds are achieved.
Co-Authors Liane Okdinawati Prabandaru Nurizza Daksa Buwana