Quick commerce is changing the way we shop in India. Whether it’s a last-minute grocery run, a spur-of-the-moment beauty purchase, or a last-minute gift idea,  quick commerce channels like Zepto, Blinkit, and Swiggy Instamart have become our go-to options. From metro cities to smaller towns, they’re now a part of everyday life for millions.

But with the convenience of 10-minute deliveries comes a challenge: how do you, as a D2C brand, “get seen” before your competitor does?

Welcome to the world of Share of Search, a powerful lever for visibility, ranking, and ultimately, category dominance on quick commerce platforms.

Why Share of Search Matters in Quick Commerce

In traditional eCommerce, we talk about shelf space. In quick commerce, it’s all about screen space. When a user types "chips" or "cold coffee" on Blinkit, what shows up in those top 4-6 results can make or break your sales for the day.

Share of Search (SoS) tells you what percentage of the top search results (for your key category or keywords) your brand occupies. The higher your share, the more visibility you have, and more visibility often leads to more conversions.

Think of it this way: If your brand doesn’t appear in the first scroll, you're likely missing out on a lot of attention.

Where Most D2C Brands Slip Up

Quick Commerce isn’t like selling on Amazon or Nykaa. These platforms are inventory-light, algorithm-heavy, and extremely time-sensitive. Many D2C brands focus only on supply and pricing, but ignore one crucial piece: Search Visibility.

Here’s what we often see:

• No keyword mapping against quick commerce search terms

• Underutilized product titles and descriptions

• Little to no real-time data tracking

• Minimal promotional support on platform homepages

This leads to lost opportunities, especially when your competitors are actively bidding for better placement and tweaking their listings for visibility.

How to Start Winning the Search Game

Let’s break it down into actionable steps you can take to boost your brand’s Share of Search and dominate your category.

1. Get Specific with Search Terms

Don’t just aim for generic keywords. Yes, "juice" is popular, but so is "cold-pressed orange juice" or "sugar-free apple juice."

Identify:

• High-search volume terms for your category

• Long-tail keywords users are actually typing

• Brand-specific associations (e.g., "baked snack", "protein chips")

Your goal should be to own the search terms that align with both volume and relevance.

2. Optimize Product Titles & Descriptions

The product title is your first shot at showing up in results. Use it wisely.

Instead of: “Choco Energy Bites 200 gm”

Try: “Protein Choco Energy Bites - Healthy Snacks - 200 gm - Sugar Free”

This helps both in algorithmic ranking and in human clicks. Descriptions should include relevant use cases, post-workout snack, mid-meal craving, kids’ tiffin, etc.

3. Use Hero SKUs to Build Momentum

Every brand has a star performer. Use that to your advantage.

• Promote your best SKU more aggressively

• Boost it through paid placement

• Use it to drive visibility to other variants (bundle offers work well here)

A well-performing hero SKU with a high Share of Search can uplift the entire category presence.

Platform-Specific Hacks: Zepto, Blinkit, and Swiggy Instamart

Let’s talk about how to tailor your approach per platform. Each quick commerce player has its own quirks.

🟣 Zepto

• Extremely curated with limited SKUs per category

• Visibility is linked to stock availability + velocity

• Consistent availability can help your product organically climb rankings

• Zepto campaigns work well for impulse categories like snacks, chocolates, and energy drinks
  
  

🟡 Blinkit

• Focused on search personalization

• Brand-led and seasonal promotions can improve Share of Search

• Real-time dashboard tracking helps fine-tune your live visibility

• Great platform to experiment with limited-time offers and exclusives
  
  

🟠 Swiggy Instamart

• Heavily influenced by in-app banners and slotting

• New brands can gain traction quickly with aggressive promos

• Offers strong placement visibility on occasion-led campaigns (e.g., IPL snacks, Rakhi gifts)

• Make sure your products are well-tagged for local relevance
  
  

Beyond Search: Driving Repeat and Loyalty

Improving your Share of Search gets you visibility, but retention keeps your category lead intact.

Here’s how to go beyond the first sale:

• Ensure consistent quality and accurate packaging

• Use promotional visibility during specific seasons and festivals

• Track user reviews and feedback loops

• Identify repeat purchase patterns and plug them into your next campaign
  
  

Turn Visibility into Market Leadership with Tensight QC

Knowing the importance of Share of Search is one thing; acting on it is another. At Tenovia, we help D2C brands move from “invisible to unmissable” on quick commerce channels.

With our proprietary AI platform Tensight QC, we bring structure, speed, and strategy to your quick commerce growth.

One of our five core modules is Share of Voice (SOV), the perfect complement to your SoS strategy. While SoS tells you WHERE you rank, SOV tells you WHY!?!

With SOV, you can:

• Measure the true impact of your marketing spend in real time

• Track performance at a keyword level

• Compare your brand with competitors at a city level

• Bridge the data gap between effort and outcome

From chips to pet food, we’ve helped brands across categories climb rankings, own their niche, and win faster than they imagined possible.

Final Word: The Scroll Is the Shelf. Own It.

In a world where buying decisions are made in seconds, success comes down to how fast you show up, how clearly you understand your customer, and how swiftly you adapt. It’s not enough to simply be listed on Zepto, Blinkit, or Swiggy Instamart, you need to rank high, stay visible, and stay relevant.

And the smartest place to begin? Your Share of Search.

Let Tenovia help you turn visibility into conversions and speed into sustained success.