Using Zero-Commission Programmes to Launch a D2C Brand: Where They Help and Where the Costs Stay

A zero-commission programme lets a new D2C brand test a marketplace without paying the marketplace's cut on each sale, so the first few months cost less. Myntra announced such a model for new homegrown D2C brands in January 2026, and Flipkart introduced zero commission on 14 November 2025 for eligible sellers listing products below Rs 1,000. The catch: commission is only one of several costs, and the terms behind each programme are not fully public.

What do zero-commission programmes actually cover?

A fee guide published in July 2026 says Flipkart removed the Rs 1,000 price ceiling for fashion on 8 July 2026, so fashion carries 0% commission at every price. That is a vendor report. I could not match it to a Flipkart announcement, so confirm it in Seller Hub before using it.

For each programme in detail, read Myntra zero commission for D2C and Flipkart zero commission explained.

What costs stay when commission is zero?

Commission is the visible cost, but a marketplace order carries many more. Expect these to remain until a marketplace says otherwise in writing:

• Shipping and handling, often the largest line for a low-priced product.
• Returns and RTO. Fashion and beauty see high return rates, and a returned order pays shipping twice.
• Collection or payment charges, especially on cash on delivery. See Flipkart COD fee.
• Fixed fees, where the marketplace applies them.
• Advertising and coupons. Without commission, marketplaces expect brands to buy visibility.
• GST and TCS, which affect cash flow, not margin, but must be planned.

The Myntra coverage, for example, mentions only the commission waiver and does not address other charges such as fulfilment, listing or advertising costs.

Should a D2C brand launch on a marketplace at all?

Yes, if you want reach you cannot buy cheaply on your own site. Myntra says its base is more than 75 million monthly active users, with logistics covering 98% of serviceable pin codes. Those are Myntra's own claims as reported. The trade-off is less control of the customer relationship and price, and you share data with the platform.

A zero-commission waiver improves the trade. It does not change the need to know your numbers first.

How do I plan unit economics with a waiver?

Work out contribution margin per SKU twice: once with commission at zero, and once with a normal commission for your category. If the SKU only works at zero, you are renting a subsidy, not building a channel.

Steps:

1. List the price you will actually realise after your planned discounts and coupons.
2. Subtract product cost, packaging, shipping, and the collection or payment fee.
3. Allow for returns: multiply your expected return rate by the cost of a return (shipping plus lost or damaged stock).
4. Subtract advertising per order.
5. Compare the result at zero commission and at a normal rate.

The D2C contribution margin calculator does this by CM1, CM2 and CM3. For Myntra specifically, use the Myntra margin calculator.

For example, a Rs 999 product with Rs 300 product cost and Rs 80 shipping leaves Rs 619 before GST, returns and ads. A 15% commission would take Rs 150 of that. These are made-up numbers to show the method, not marketplace rates.

A worked example with made-up numbers

A brand sells a Rs 999 product (selling price, treat as ex-GST for simplicity). Product cost is Rs 300, packaging Rs 20, shipping Rs 80, ads Rs 100 per order, and one in five orders comes back at a return cost of Rs 150.

The brand still makes Rs 319 at a normal commission, so the SKU is healthy either way. If ads were Rs 250 instead, the commission case drops to Rs 169 and the waiver becomes the difference between a thin and a comfortable margin. That is the test: does the SKU survive without the waiver?

Which SKUs should go on a zero-commission programme first?

• Hero SKUs with proven demand on your own site or Instagram. Marketplaces reward products that convert.
• Items with low return risk. Fashion with size issues returns more than a fixed-size accessory.
• Price points inside the waiver. If the waiver is tied to a price, for example under Rs 1,000 on Flipkart, keep the launch range inside that band.
• Products with healthy gross margin, so that ads and returns do not wipe it out.

Hold back low-margin or high-return items until you have a month or two of marketplace data.

How should I sequence marketplaces?

A common order is to start with one or two platforms that fit your category, not all at once. A fashion or beauty brand may start with Myntra under its Rising Stars waiver and add Flipkart; a value-priced home or accessories brand may look at Flipkart and Meesho. Your own site stays the base. Add Amazon when your catalogue, brand registry and inventory are ready. The Myntra D2C launch checklist and Meesho for D2C brands cover the platform steps.

What if the waiver ends?

Because the Myntra duration was not stated, treat it as temporary until told otherwise. Decide now which SKUs you would keep at normal commission, and which you would drop. Keep your own site's repeat-customer engine running so you are not wholly dependent on a platform. Review each SKU's contribution margin monthly.

What mistakes do D2C brands make with these programmes?

• Treating a news report as a contract. The terms that bind you are in your seller agreement and rate card.
• Launching the full catalogue. Start with a tight range and learn.
• Ignoring returns. A waiver does nothing for a 35% return rate.
• Skipping catalogue quality. Titles, images and size charts decide conversion. See the Myntra catalogue guide.
• No exit plan. If the waiver ends and the SKU loses money, you need to know what you will do.

FAQ

Is zero commission the same as zero fees? No. Zero commission removes only the commission line. Shipping, returns, collection, advertising and tax still apply. Reports on the Myntra and Flipkart programmes talk about the commission waiver and do not say other fees are waived.

Which marketplace has zero commission for D2C brands? Myntra announced a zero-commission model for new homegrown D2C brands in January 2026, Flipkart for eligible products under Rs 1,000 from 14 November 2025, and Meesho has long offered zero-commission selling. Confirm your own eligibility on each.

How long does the Myntra waiver last? Not stated in any report I opened. Ask Myntra for the duration and the commission after it in writing.

Can I use zero commission on Amazon too? Do not assume it. Amazon has its own referral fee programmes with their own conditions. See Amazon zero referral fee explained and check that your category and price qualify.

Should I lower my price because commission is zero? Not automatically. Keep your price consistent across channels unless you have tested elasticity. Use the saving to fund ads, better creative or free returns handling rather than a permanent price cut.

What is the biggest mistake D2C brands make on marketplaces? Pricing from commission alone. Returns and ad spend decide whether a SKU makes money, so model them before you scale.

Next step

If you want a second pair of eyes on SKU choice, pricing and ads across marketplaces, Blooprint's Amazon account management team works across Amazon, Flipkart, Myntra and quick commerce for D2C brands.