What's the #1 reason new shops fail in your city — bad location, or bad idea?

I've been building HelloShop (an app that scans real map data to show shop owners exactly where the competition and gaps are before they sign a lease), and one thing keeps coming up in conversations with small business owners here in India: most people pick their shop idea first, then hunt for a location — instead of the other way around.

Curious what others here have seen — is it usually the wrong location, the wrong idea, or something else entirely (timing, pricing, execution) that sinks a new local business in your experience?

Would genuinely love to hear how founders in other countries think about this — is location-first vs. idea-first a universal problem, or is it more specific to dense urban markets like India?