D2C companies cough up 30-45% cut for a spot on quick-commerce sites

economictimes.indiatimes.com:

commission on sales, besides shelling out on advertising and discounting on the apps.

This is in stark contrast to the 10-20% commission that large, more established, FMCG companies pay quick-commerce companies like Blinkit, Zepto and Swiggy Instamart, reflecting the intense competition for visibility on these platforms.

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The listing process itself is months long for most small brands and often results in failures, while personal referrals are becoming increasingly essential to break through the crowd, more than half a dozen D2C startup founders across segments told ET. They acknowledged the rush to get listed on these platforms due to the traffic they were driving, leading to the discovery of new brands.

These people requested anonymity as they are in commercial agreements with the platforms. Blinkit, Zepto and Swiggy Instamart did not reply to requests for comment.

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A brand's scale and comparison with competitors are crucial considerations when it comes to new listings, senior executives at quick-commerce firms told ET. “Even for legacy brands, terms are revised semi-annually or yearly,” said one of the executives. “Factors such as what people are searching for, sales