For most brands the order is Blinkit first, because it has had self-serve ads since December 2022 and the deepest reporting; Zepto second, because its clicks and commission are lower and its true ROAS the best in Ladya's benchmark; Instamart last, unless your category overlaps Swiggy's audience or your stock is strongest in its cities. Run one app profitably before splitting budget.
Blooprint's comparison of the three apps for brands covers listing, margins and dark-store reach; this page is only about where the ad money goes first.
| Factor | Blinkit | Zepto | Swiggy Instamart |
|---|---|---|---|
| Self-serve ads | Yes, Brand Central, since Dec 2022 | Sponsored products on Jarvis; banners via brand team | Sponsored listings in partner portal; banners and packs via brand solutions |
| Search CPC (Ladya) | ₹6 to ₹25 | ₹4 to ₹18 | ₹5 to ₹20 |
| Commission (Ladya) | 12% to 20% | 10% to 18% | 15% to 25% |
| True ROAS (Ladya) | 1.2x to 2x | 1.3x to 2.5x | 1x to 2x |
| Reporting | Keyword insights before launch, SKU and city reports | Reports plus paid Atom analytics | Portal reports; pack reports from Swiggy |
| Unique formats | Recommendation ads, Bid Booster | Swap and Save, order-screen ads | Push notifications |
| Minimum to test | ₹25,000 to ₹50,000 a month | ₹1,500 to ₹3,000 a day | Packs from ₹4.5 lakh a quarter; listings lower |
Blinkit has the most mature self-serve stack, keyword search-volume and conversion data before launch, and reporting by SKU and city. That makes it the cheapest place to learn which SKUs, keywords and cities convert, even though its clicks cost the most. Agency guidance, repeated in Blooprint's quick commerce ads guide, is to begin there and carry the learning to the other two.
Three ₹30,000 campaigns on three apps learn nothing; one ₹90,000 campaign on one app learns enough to scale. The same discipline applies on marketplaces.
Blinkit, or Zepto if the points above apply. Brand defence plus three to five hero SKUs, cities with stock only. Record cost per order, ATC rate and fill rate weekly.
Cut SKUs and cities below break-even on selling price. If the first app is positive, add the second with the same SKUs and keywords.
Add Instamart only if both earlier apps hold. Otherwise put the money into the SKUs and cities already working.
BlooprintAI does not manage Blinkit, Zepto or Swiggy Instamart ads yet; all three are marked coming soon. Amazon and Flipkart ads are live today.
Create PLA campaigns in bulk, filter FSNs and keywords by ROI, CPC and spend, and update bids and budgets in one go. ₹12,999 per month, 7-day free trial.
Learn more →The add-to-cart metric quick commerce apps report between clicks and orders, and what a good ATC rate looks like.
Learn more →Click prices, entry costs and a same-budget worked comparison across the three apps.
Learn more →Where to start: access, dashboard and reports on Blinkit.
Learn more →Blinkit for most brands, because its self-serve ads and reporting are the most mature. Start on Zepto instead if your stock or margin fits it better.
Cheaper per click and lower commission, so often better true ROAS in Ladya's benchmark. Blinkit is more self-serve and gives more data before launch.
Once Blinkit or Zepto is profitable, and first if your category overlaps Swiggy's food audience or your stock is strongest in its cities. Recompute its ROAS on selling price.
You can, but splitting a small budget three ways means none of the campaigns gets enough clicks to learn. Get one app profitable first.
Agency guides suggest ₹25,000 to ₹50,000 a month on Blinkit or ₹1,500 to ₹3,000 a day on Zepto for a small range. Instamart packs start higher; sponsored listings can start lower.
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