In the rapidly evolving landscape of quick commerce (Q-commerce), many direct-to-consumer (D2C) brands are navigating the challenges and opportunities presented by platforms like Zepto, Blinkit, and Instamart. A recent discussion among members of The eCom Mafia community provided valuable insights into the realities of working with these platforms.

The Zepto Experience: High Investment, Mixed Results

One founder shared her challenging experience with Zepto, describing it as a "black hole" for her brand. While the initial onboarding process was smooth, she encountered significant issues afterward:

• Frequent changes in point of contact (POC)

• Heavy upfront marketing costs before products reached the warehouse

• No access to the Zepto dashboard

• Difficulty establishing consistent communication with a dedicated POC

The most striking revelation was Zepto's marketing expectations. According to the founder, they initially requested a monthly marketing budget of 15 lakhs (approximately $18,000), which was eventually negotiated down to 5 lakhs ($6,000). This substantial investment is expected to generate less than 1 ROAS (Return on Ad Spend) for at least the first three months.

Industry Perspective: The Reality of Quick Commerce Partnerships

Other community members confirmed that this experience aligns with the current state of Q-commerce partnerships. As one member noted, "The burning money part in the first 3 months holds true with any qcom right now. Unless you are a known brand already."

Another entrepreneur offered context: "Whole world is after them to get listed... They can't dedicate a POC for everyone now. Unfortunate but that's how it works."

The competitive environment has created a seller's market for platforms like Zepto, with brands competing intensely for limited shelf space in the virtual quick commerce ecosystem.

Negotiation Strategies for Q-Commerce Success

Experienced community members shared advice for navigating these partnerships:

1. Understand what you're getting into: "It's like we should know we are not making a deal with Manappattil Chandy but with Devil himself."

2. Focus on revenue share: Negotiate based on selling price rather than MRP

3. Set clear expectations: Discuss marketing budgets upfront

4. Maintain engagement: Regular communication with platform representatives is essential

Alternative Platforms: Blinkit and Instamart

The conversation wasn't all negative. Several members mentioned positive experiences with other quick commerce platforms, particularly Blinkit and Instamart.

One brand that found success with Instamart shared their journey, noting they hadn't spent directly on platform marketing. Their success factors included:

• Established brand presence in their home region (Kerala)

• Previous retail audit performance

• Offline advertising through newspaper campaigns

• Strong retail offtake metrics

The founder also mentioned that Instamart appears to be exploring a dual warehouse model for some cases, potentially expanding beyond the strict 10-minute delivery constraint.

The Future of Q-Commerce for D2C Brands

The consensus among community members suggests that while quick commerce platforms present significant opportunities for D2C brands, they require substantial investment and strategic planning. The relationship demands careful negotiation, consistent communication, and realistic expectations about initial returns.

As one member noted, eventually more brands will likely gain access as the platforms expand their infrastructure and warehouse capacity. However, in the current competitive environment, brands must be prepared for the financial and operational challenges of quick commerce partnerships.

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Connect with fellow founders who understand your challenges and can provide valuable insights based on their own journeys. Whether you're considering a partnership with Zepto, Blinkit, Instamart, or other platforms, our community can help you make informed decisions.

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