In India the category is led by platforms such as Blinkit, Zepto and Swiggy Instamart, with Flipkart Minutes and Amazon Now growing fast. For brands it is both a sales channel and a media channel: the platform owns the shelf, the search results and the checkout, and charges for visibility.
What Blinkit, Zepto, Instamart and other platforms keep from every ₹100 you sell, and your real ROAS after incrementality.
Related terms
- Take rateTake rate is the share of gross merchandise value that a marketplace or platform keeps through commission, advertising and fees.
- Dark storeA dark store is a small warehouse closed to the public, used to fulfil fast online orders for a local area.
- IncrementalityIncrementality is the share of results that would not have happened without a marketing activity.
Where this comes up
Operator's Notes, Issue 01: The storefront is moving, and you won't own itMeta, Google and OpenAI each made a move on who owns the moment someone decides to buy. What the agent race means for brands, the WhatsApp pricing change Indian D2C should act on, and a 60-minute agent-ready feed audit.Part of the growth marketing glossary by Shiva Sharma.