Quick Commerce Ads Explained: How Advertising Works on Blinkit, Zepto and Instamart
On quick commerce apps, shoppers decide in seconds from a small screen. The few slots at the top of a search or category page get most of the attention, and the platforms sell them. Here's how advertising works on Blinkit, Zepto and Swiggy Instamart, and how to tell whether it's paying off.
Why quick commerce ads matter
Advertising is now a large business for the platforms. Zepto's updated IPO filing shows advertising revenue of ₹49 crore in FY24, ₹651.2 crore in FY25 and ₹1,635.7 crore in FY26 (IndianTelevision). That was about 7.2% of Zepto's FY26 operating revenue (Inc42). For brands, this means the visible shelf is increasingly paid shelf.
The main ad formats
The platforms don't publish standard rate cards, and they rename formats often. Agency guides describe these broad types:
| Format type | Where it appears | Typical pricing (as described in guides) |
|---|---|---|
| Sponsored product listings | In search results and category listings | Mostly cost per click (CPC) |
| Banners | Home page, category pages | Cost per thousand impressions (CPM) or fixed placements |
| Brand stores and spotlights | A brand page or carousel of your products | Varies; often in packages |
| Recommendation and cart ads | Suggestions while browsing or when a shopper adds a product | Varies |
| Push notifications and event placements | Notifications and sale events | Varies |
Unicommerce's Blinkit guide (March 2026) lists Sponsored Product Ads, Brand Spotlight, Display Ads, Awareness Boosters (such as push notifications) and Recommendation Ads, with keyword and category targeting and negative keywords. Format names on Zepto and Instamart differ; check what's currently offered with your account manager or the brand portal.
How bidding works
- Sponsored listings are sold by auction: higher bids generally win better placement, along with relevance (Unicommerce).
- You target keywords (what shoppers type) and categories (where they browse).
- Set an overall budget and a daily cap, so spend doesn't run out early in the day.
- Use negative keywords to stop paying for irrelevant searches.
Measuring whether ads pay
Unicommerce notes that Blinkit's performance reports include impressions, add-to-carts, sales, return on ad spend (ROAS) and new users. Platform ROAS divides ad-attributed sales by ad spend. It doesn't account for your margin. Work out the real return:
- Take the ad-attributed sales at the price you actually receive, not MRP.
- Subtract your cost of goods and the platform's margin, fees and other deductions.
- Compare the remaining contribution with the ad spend (plus GST on ads, if you can't claim it back).
- Check whether total sales rose, or whether ads just captured sales you'd have got anyway.
Our guide to ACoS vs TACoS explains the same idea for Amazon: track ad spend against total sales, not only ad sales.
Before you spend
- Be in stock first. An ad for a product that's out of stock in a dark store is wasted. Check availability by city before you raise bids.
- Fix your content. Clear pack shots and accurate titles improve both ad and organic performance.
- Start narrow. A few hero products, in a few cities, on your best keywords.
- Review weekly, by city and product, and move budget to what's actually profitable.
Frequently asked questions
What ad formats does Blinkit offer?+
Agency guides list sponsored product ads in search and categories, brand spotlight carousels, display banners, push-notification boosters and recommendation ads. Formats change, so confirm what's available on your account.
Are Blinkit, Zepto and Instamart ads CPC or CPM?+
Sponsored listings are mostly cost per click; banners are usually CPM or fixed placements. The platforms don't publish standard rate cards.
How big is Zepto's advertising business?+
Zepto's updated IPO filing shows advertising revenue of ₹1,635.7 crore in FY26, up from ₹651.2 crore in FY25.
Is a 3x ROAS on quick commerce profitable?+
It depends on your margin. Platform ROAS ignores cost of goods and platform deductions. Calculate contribution after those costs and compare it with ad spend.
Sources
- IndianTelevision: Zepto's ad business doubles as quick commerce races towards IPO — Jul 2026; DRHP ad revenue
- Inc42: Can Zepto's revenue engine outrun quick commerce costs? — Aug 2026; ad share of revenue
- Unicommerce: Blinkit advertising guide — Mar 2026; formats, bidding, metrics
- Blooprint: Blinkit, Zepto and Instamart ads guide — Sep 2026; format types; notes no published rate cards
We manage purchase orders, dark-store operations and ads on quick-commerce apps for brands, so you grow without losing margin.