How to sell on Blinkit & Zepto: the D2C brand's guide.
The documents, the registration, the fees — and the part nobody warns you about: getting listed is the easy 20%. Winning the shelf, store by store, is the other 80%.
New to the platform? The Blinkit seller guideZepto seller guide covers who can register, what onboarding involves, and what decides sales once you are listed.
To sell on Blinkit or Zepto you register on the platform's seller/vendor portal with your GST, FSSAI (for food), trademark and bank details, get category-manager approval, and set up supply to their stores. That gets you listed. Whether you get found is a separate game decided per dark store — and it's the one that actually moves orders.
1. What you need before you start
Requirements vary by category and change over time, but a brand typically needs: a GSTIN; an FSSAI licence for food or grocery products; a trademark certificate or brand-authorisation letter; and active business bank details. If you own (or have applied for) your brand's trademark, you can usually list as a brand directly — keeping control of listings, pricing and inventory — without going through a distributor.
2. Registering as a seller
Blinkit — apply through the Blinkit seller portal, complete business verification, and get your products approved by a category manager. You'll set up supply (an additional place of business / APOB for warehousing) and then fulfil purchase orders into their dark stores.
Zepto — register through Zepto's vendor hub and follow a similar verification and category-approval flow. Instamart follows the same shape. Timelines and exact steps differ platform to platform and change often, so treat the portal as the source of truth.
3. The fees to plan for
The platforms don't publish fixed pricing, and terms move — so treat any number as indicative and confirm in the portal. Two costs sellers commonly report: a per-SKU, per-state listing fee (widely cited around ₹25,000, often credited to an ad wallet with an expiry), and advertising spend on an auction basis (sponsored placements / product boosters, roughly ₹5–50 per click depending on category and city). Budget for both listing and a test ad wallet before you expect meaningful velocity.
Being listed on Blinkit “nationally” means nothing to a shopper standing in a store where you're out of stock or unranked. Discovery is resolved per dark store: your rank, your ads and your stock are computed for each store separately. You can be top-3 in one part of a city and absent a few kilometres away, on the same day. That's the real game.
4. Getting found once you're listed
Three levers decide whether a listing converts into orders, and all three play out store by store:
Availability. A stockout in a dark store doesn't just lose that sale — it demotes your rank in that store's catchment. See how organic rank actually works.
Rank spread. Your one dashboard number hides a distribution. Read it store by store: where you're #1–3, where you're buried, where you're absent. See why your rank differs in every dark store.
Defence. Your highest-intent keyword is your own brand name — and a rival can advertise on it. See brand-term conquest.
New to the vocabulary? The glossary defines dark store, share of voice, fill-rate demotion and the rest in a line each.
Common questions
What documents do I need to sell on Blinkit or Zepto?
Is there a listing fee to sell on Blinkit?
How long does approval take?
Once I'm listed, will I sell?
Listed, but invisible in half your stores?
Type your brand — we read the public shelf and show your rank, your rivals' ads and your stock across each dark store. Nothing to connect.