Quick Commerce Ad Benchmarks India 2026
Last updated: April 2026
Quick Commerce ad benchmarks for India in 2026: the average ROAS across Blinkit, Instamart, and Zepto is 3.5-5x (platform-reported) or 1.3-2.2x (True ROAS after COGS and commissions). Average CPC ranges from ₹6-15 for search ads and ₹2-5 for display, with personal care and health categories commanding the highest bids. The typical D2C brand spends ₹1-5L per month across platforms, with 25-40% of that budget going to waste on zero-conversion keywords, poor dayparting, and match type mismanagement.
These benchmarks are based on aggregated, anonymized data from 200+ Indian D2C brands running ads on Blinkit, Instamart, and Zepto. Updated monthly.
ROAS benchmarks by platform and category
| Category | Blinkit Platform ROAS | Blinkit True ROAS | Instamart Platform ROAS | Instamart True ROAS | Zepto Platform ROAS | Zepto True ROAS |
|---|---|---|---|---|---|---|
| Staples (atta, rice, oil) | 3.0-4.5x | 0.8-1.4x | 3.5-5.0x | 0.7-1.3x | 3.0-4.0x | 0.9-1.5x |
| Snacks & Beverages | 3.5-5.0x | 1.2-2.0x | 3.0-4.5x | 1.0-1.8x | 3.5-4.5x | 1.3-2.1x |
| Personal Care | 4.0-6.0x | 1.8-3.0x | 4.0-5.5x | 1.5-2.5x | 4.5-6.5x | 2.0-3.2x |
| Health & Nutrition | 3.0-4.5x | 1.5-2.5x | 2.5-4.0x | 1.2-2.2x | 3.0-4.5x | 1.5-2.6x |
| Home Care | 3.5-5.0x | 1.0-1.8x | 3.0-4.5x | 0.9-1.6x | 3.5-4.5x | 1.1-1.9x |
| Baby Care | 4.0-5.5x | 1.5-2.4x | 3.5-5.0x | 1.3-2.2x | 4.0-5.5x | 1.6-2.5x |
Key insight: Zepto delivers the best True ROAS in most categories because of its lower commission rate (10-18% vs. Instamart's 15-25%). However, Zepto's higher CPC volatility means brands need tighter bid management to maintain these returns consistently.
CPC benchmarks by platform
| Placement | Blinkit CPC | Instamart CPC | Zepto CPC |
|---|---|---|---|
| Top-of-search (position 1-2) | ₹12-25 | ₹10-20 | ₹8-18 |
| Mid-search (position 3-6) | ₹6-12 | ₹5-10 | ₹4-9 |
| Bottom-search (position 7+) | ₹3-6 | ₹2-5 | ₹2-5 |
| Category banner/display | ₹2-5 | ₹2-4 | ₹1-3 |
| Homepage banner | ₹4-8 | ₹3-6 | ₹3-5 |
Key insight: Blinkit has the highest CPCs because it has the most mature and competitive ad platform. New brands should consider starting on Zepto where CPCs are 30-40% lower for similar search intent.
CPC benchmarks by category
| Category | Average Search CPC | Top-of-search CPC | Display CPC |
|---|---|---|---|
| Snacks & Beverages | ₹8-14 | ₹15-30 | ₹2-4 |
| Personal Care | ₹10-18 | ₹18-40 | ₹3-6 |
| Health & Nutrition | ₹12-22 | ₹20-45 | ₹4-7 |
| Staples | ₹5-10 | ₹10-18 | ₹1-3 |
| Home Care | ₹6-11 | ₹12-20 | ₹2-4 |
| Baby Care | ₹9-16 | ₹15-35 | ₹3-5 |
Personal care and health categories are the most expensive because of higher margins attracting more competition.
ACOS benchmarks by category
ACOS (Advertising Cost of Sales) is ad spend as a percentage of revenue. Lower is better. If ACOS exceeds your gross margin, every ad-driven sale loses money.
| Category | Benchmark ACOS | "Healthy" ACOS | "Waste zone" ACOS | Gross Margin |
|---|---|---|---|---|
| Staples | 15-22% | Below 18% | Above 25% | 18-25% |
| Snacks & Beverages | 10-16% | Below 14% | Above 20% | 30-40% |
| Personal Care | 8-14% | Below 12% | Above 18% | 45-60% |
| Health & Nutrition | 12-20% | Below 16% | Above 22% | 50-65% |
| Home Care | 10-15% | Below 12% | Above 18% | 25-35% |
| Baby Care | 10-16% | Below 14% | Above 20% | 35-50% |
Key insight: Staples brands operate with the thinnest margins. A "normal" 20% ACOS can already be above the gross margin threshold, meaning every ad-driven sale is a net loss. See our detailed breakdown in Why Your Instamart ROAS Is Lying.
Ad waste benchmarks
| Waste metric | Blinkit | Instamart | Zepto | All platforms average |
|---|---|---|---|---|
| Average total waste rate | 20-28% | 25-32% | 28-35% | 25-32% |
| Zero-conversion keyword waste | 12-18% | 10-15% | 14-20% | 12-17% |
| Dayparting waste | 5-8% | 8-12% | 8-12% | 7-10% |
| Keyword duplication waste | 5-8% | 4-6% | 6-9% | 5-7% |
| Branded over-bidding waste | 4-6% | 3-5% | 5-7% | 4-6% |
| Match type waste | 5-7% | 6-8% | 5-7% | 5-7% |
For platform-specific waste reduction strategies, see our guides on reducing Instamart ad waste and reducing Zepto ad waste.
Conversion rate benchmarks
| Category | Blinkit CVR | Instamart CVR | Zepto CVR |
|---|---|---|---|
| Staples | 8-14% | 7-12% | 7-11% |
| Snacks & Beverages | 6-10% | 5-9% | 5-8% |
| Personal Care | 4-8% | 3-7% | 4-7% |
| Health & Nutrition | 3-6% | 2-5% | 3-6% |
| Home Care | 5-9% | 4-8% | 4-7% |
| Baby Care | 5-8% | 4-7% | 4-7% |
Blinkit's higher conversion rates reflect its more mature platform and larger user base, not necessarily better ad performance. Higher CVR at higher CPC can still deliver worse ROAS than lower CVR at lower CPC (as seen on Zepto).
Commission rate comparison
These commissions directly affect True ROAS — higher commissions mean lower margins, widening the gap between platform-reported ROAS and actual profitability.
| Platform | Commission range | Typical commission (FMCG) | Typical commission (D2C Premium) |
|---|---|---|---|
| Blinkit | 12-20% | 15% | 18% |
| Instamart | 15-25% | 20% | 22% |
| Zepto | 10-18% | 12% | 15% |
Key insight: Instamart's higher commissions mean a campaign that's profitable on Zepto or Blinkit at the same CPC may be unprofitable on Instamart. Always calculate True ROAS per platform, not as a blended average.
Monthly spend benchmarks
| Brand size | Monthly Q-Com ad spend | Typical platform split |
|---|---|---|
| Emerging D2C (1-5 SKUs) | ₹50K-1.5L | 1 platform focus |
| Growing D2C (5-20 SKUs) | ₹1.5L-5L | 2 platforms, 60/40 split |
| Established D2C (20+ SKUs) | ₹5L-20L | All 3 platforms, proportional to revenue |
| Enterprise FMCG | ₹20L-1Cr+ | All 3 platforms + sponsored banners |
How to use these benchmarks
- Compare your ACOS to category benchmarks — if yours is 50%+ above the benchmark, you have a waste problem
- Calculate True ROAS, not just platform ROAS — subtract COGS, commissions, logistics, and GST
- Benchmark CPC by position — if you're paying top-of-search CPC for mid-search positions, your quality score needs work
- Track waste rate monthly — below 15% is good, 15-25% is average, above 25% is urgent
- Compare across platforms — the same product can have dramatically different ROAS on each platform due to commission and CPC differences
These benchmarks are updated monthly. For the latest data and a personalized benchmark comparison for your brand, get a free audit from Ladya →
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