Zomato-owned quick commerce platform Blinkit launches its seller program called Seller Hub on the lines of ecommerce giant Amazon's FBA (fulfilled by Amazon), says, the company's chief technology officer Sajal Gupta.

The Blinkit Seller Hub will allow brands and sellers to use quick commerce platforms without intermediaries, offering services such as inventory tracking, dark inventory status by store, catalog and price management, and advertising.

As quick commerce platforms, including Blinkit and rivals Swiggy Instamart and Zepto, began to record high user numbers and order frequencies, brands in sectors such as beauty and personal care, health, and consumer goods (FMCG) began to spend large fees and advertising dollars to increase their visibility.

The listing process is months long for most small brands and often results in failures, while personal referrals are becoming increasingly essential to break through the crowd, citing more than half a dozen direct-to-consumer (D2C) startup founders across segments.

“We want to create a seller program in quick commerce which is significantly better than any other and our benchmark has always been FBA,” says Sajal.

“To that end, we have launched Blinkit Seller Hub to make selling via Blinkit completely self-serve for brands, without a need to interface with any intermediary or with us,” says Sajal, adding that over 200 brands have already been boarded on the Seller Hub with more expected to join.

In the July-September quarter, Blinkit delivered 92.9 million orders, recording a gross order value (GOV) of more than Rs 6,000 crore. The company is currently present in more than 40 markets – but almost 40 percent of the Gurugram-based company’s business comes from its home market of Delhi-NCR.