With the rise of hyperlocal delivery platforms like Blinkit and Zepto, sellers are rushing to onboard their products. As a D2C agency, we frequently receive inquiries about listing on Blinkit. However, many business owners hesitate due to high onboarding charges—approximately ₹25,000 per product—and an unclear commission structure. Moreover, Blinkit’s seller support system is not as robust as Amazon or Flipkart, leaving many brands in confusion.
But before deciding whether to list on Blinkit, sellers must evaluate their product type and customer buying behavior. Understanding whether your product falls under impulse buying or planned purchasing can help determine the right sales channel.
Impulse Buying vs. Planned Purchasing
Hyperlocal delivery platforms thrive on impulse buying. Items like snacks, beverages, chocolates, daily essentials, and quick-use personal care products perform exceptionally well. These platforms ensure instant gratification, making them ideal for brands targeting customers who need products urgently.
On the other hand, if your product requires research before purchase—like electronics, fashion, home decor, or high-end beauty products—then Amazon, Flipkart, niche marketplaces, or even direct website promotions would be more effective. These platforms provide better product discovery, customer engagement, and sales conversion opportunities.
The Branding Advantage
Even if Blinkit may not be your primary sales driver, it can be a valuable branding tool. Having your product listed on a hyperlocal platform ensures visibility among local buyers. This can be particularly useful for new brands looking to establish their presence in a competitive market.
The Right Strategy for Your Business
Rather than blindly onboarding with Blinkit, brands must weigh the costs, expected sales volume, and customer behavior. If your product aligns with the impulse-buying nature of hyperlocal platforms, then the investment in Blinkit can yield quick returns. Otherwise, focusing on marketplaces like Amazon and Flipkart or strengthening your direct website presence could be a more profitable approach.
As D2C strategists, we recommend sellers take a calculated approach, ensuring they choose the right sales channel for long-term growth. Need help navigating these platforms? We can guide you in making the best decision for your brand’s success.
