Blinkit, Zepto, Instamart, Flipkart Minutes or Amazon Now: Where Should Your Brand Launch First?
Two years ago, a brand entering quick commerce had three platforms to think about. Now there are five: Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes and Amazon Now. Each has a different reach and a different way of working with brands. Here's how they compare, using the latest published figures, and how to decide where to start.
The platforms at a glance
| Platform | Owner | Store network (as reported) | Reported as of |
|---|---|---|---|
| Blinkit | Eternal (formerly Zomato) | 2,751 stores; 308 added in the quarter | Quarter to September 2026 |
| Swiggy Instamart | Swiggy | 1,171 dark stores in 131 cities | Quarter to June 2026 |
| Zepto | Zepto | 1,139 dark stores | June 2026 |
| Flipkart Minutes | Flipkart (Walmart) | 1,000+ micro-fulfilment centres in 130+ cities and 8,000 pincodes; target 1,500 by end-2026 | June 2026 |
| Amazon Now | Amazon | 500+ micro-fulfilment centres in 15+ cities; target 100 cities and 1,000+ centres | June 2026 |
Bernstein estimates India has more than 5,500 dark stores in total (TechCrunch, June 2026). Figures are from different dates, so treat the table as a snapshot.
How each platform works with brands
The biggest difference for a brand is who owns the stock. In an inventory-led model, the platform (or its buying entity) purchases your goods against purchase orders. In a marketplace model, sellers list stock and the platform charges commission and fees.
- Blinkit has moved to an inventory-led model: about 80% of its business was inventory-led by the September 2025 quarter (MediaNama). For most brands this means supplying against purchase orders.
- Zepto moved to a marketplace model in January 2025, with merchants paying an agreed commission. Its FY26 filings still show most revenue from the sale of goods, plus fees brands pay for warehousing, packaging and last-mile delivery, and advertising (Inc42).
- Swiggy Instamart mainly books commissions and fees, rather than full sale value (Inc42).
- Flipkart Minutes and Amazon Now build on their parents' marketplaces. Amazon Now's 10-minute tier covers groceries, essentials, personal care, beauty, pet supplies, small appliances and electronic accessories (Storyboard18, September 2025). See our guide to Flipkart Minutes and Amazon Now for brands.
How to choose where to start
- Start where your customers are. Check which platforms are strongest in the cities where you already sell. Instamart and Flipkart Minutes report wide city coverage; Amazon Now is in fewer cities.
- Match the model to your operations. If you can reliably fulfil purchase orders city by city, an inventory-led platform works. If you'd rather control stock and pricing, look at marketplace-led options.
- Check your category fit. Fast-moving, repeat-purchase products in compact packs suit 10-minute delivery best.
- Model profit per unit on each platform before committing. See our guide to quick commerce margins and fees.
- Get your documents ready once, for all platforms. See our compliance checklist.
- Launch in a few cities, then expand. Keeping a few cities fully stocked beats being thin in many.
Frequently asked questions
Which quick commerce platform has the most dark stores in India?+
Blinkit, with 2,751 stores at the end of the September 2026 quarter. Instamart reported 1,171 in June 2026, Zepto 1,139 and Flipkart Minutes more than 1,000 as of June 2026.
Does Blinkit buy stock from brands?+
Largely yes. About 80% of Blinkit's business was inventory-led by the September 2025 quarter, so most brands supply against purchase orders.
Should a new brand launch on all quick commerce platforms at once?+
Usually not. Start on the platform strongest in your key cities, keep those cities fully stocked, and add platforms once your supply and margins work.
What commission do Blinkit, Zepto and Instamart charge?+
The platforms don't publish standard rates. Terms are negotiated by category and model, so get them in writing for each platform.
Sources
- Kotak Neo: Eternal Q2 FY27 results; Blinkit adds 308 stores — 21 Oct 2026
- Inc42: Swiggy's Instamart hits contribution margin breakeven in Q1 FY27 — 30 Jul 2026; stores and cities
- Apparel Resources: Flipkart Minutes, Amazon Now accelerate expansion — 24 Jun 2026; Zepto store count
- TechCrunch: Flipkart expands quick commerce push as Amazon ramps up — 23 Jun 2026
- MediaNama: Blinkit growth, Eternal Q2 FY26 — Oct 2025; inventory-led share
- Inc42: Can Zepto's revenue engine outrun quick commerce costs? — 14 Aug 2026; business models
- Storyboard18: Amazon expands Amazon Now to Mumbai — 11 Sep 2025; categories
We manage purchase orders, dark-store operations and ads on quick-commerce apps for brands, so you grow without losing margin.