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Udaan is an Indian business-to-business (B2B) wholesale and supply-chain platform founded in 2016. It lets verified retailers and other commercial buyers source goods from suppliers, brands and manufacturers, then combines ordering with logistics, payment processing, buyer protection and optional working-capital finance. Sellers use Udaan for catalog management, trade terms, shipping, settlement, compliance and sales analytics. It began as a broad digital marketplace but has moved toward a more controlled, regional supply-chain model.
What is Udaan?
Udaan operates an eB2B marketplace for commercial resale and distribution in India. Its customers are businesses such as neighborhood retailers, wholesalers, restaurants, hotels, caterers and other institutional buyers, rather than consumers shopping for personal use. The platform connects those buyers with product suppliers, manufacturers and brands, and supports the operational work that follows an order.
The marketplace covers categories including fast-moving consumer goods (FMCG), staples, fruits and vegetables, pharmaceuticals and private-label products. Udaan’s About page describes the company as India’s largest eB2B platform and claims approximately 70% market share. That percentage is a company statement, not an independently audited market statistic, so it should be read as Udaan’s own position claim.
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How the Udaan marketplace works
1. Business registration and verification
Udaan’s terms require an account and business information before commercial purchasing. Typical details include a GSTIN, PAN, business address and other information requested during onboarding. The exact checks can vary by account, category and location. Purchases must be intended for resale or distribution; using the service for personal consumption does not fit the stated business purpose.
2. Product discovery and sourcing
After registration, buyers search catalogs supplied by sellers and source from wholesale or manufacturing centers. Listings can show seller credentials, references from buyers and trade information. Udaan also supports smaller lots and samples, which can help a retailer test demand without committing to a large wholesale shipment.
Price visibility is designed to separate the main components of a purchase. A buyer may see the product price, applicable tax and logistics charges instead of one unexplained total. The relevant figure for a resale decision is the landed cost after those components, not merely the headline unit price.
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3. Ordering and payment
The buyer places an order through the platform. Udaan’s service description covers product discovery, ordering, shipment tracking, payment processing and optional credit or financing. Available payment methods and any credit offer depend on the buyer’s account and transaction. Sellers may define minimum quantities, assortments and payment terms for their catalogs.
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4. Pickup, transport and delivery
Udaan or a logistics partner can coordinate pickup, packaging, transport and delivery. The buyer proposition includes doorstep delivery, while seller tools include dispatch cut-off times, handling instructions, compliance information and shipment visibility. Actual coverage and delivery timing are account- and location-specific; Udaan does not publish one universal nationwide service-level promise.
5. Protection, refunds and settlement
Buyer protection described by Udaan includes escrow-style protection and refunds for qualifying cases such as non-delivery, damage or goods that are materially not as described. The conditions, evidence requirements and time limits apply to the specific order, so a buyer should read the order’s protection terms before accepting delivery.
On the seller side, Udaan describes secure payment flows through nodal accounts operated under Reserve Bank of India guidelines, followed by settlement cycles. This structure separates the buyer’s payment from the seller’s eventual settlement and gives both sides transaction records.
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6. Post-order operations
Once an order is completed, sellers can use reports and analytics covering sales, returns and inventory. These tools are intended to support replenishment and reconciliation rather than merely show a list of past orders. Udaan’s terms also allow commissions or transaction fees to be communicated before a service is used.
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How to buy wholesale products on Udaan
The following workflow reflects what a retailer should prepare and check before committing inventory capital.
- Confirm that your use is commercial. Plan to resell or distribute the goods. Personal-use purchases do not match the platform’s stated B2B terms.
- Prepare business documents. Have your GSTIN, PAN, legal or trading name, business address and any additional identity or compliance information requested during registration.
- Complete account verification. Submit the requested details and wait for the account features available to your business. Some categories or services may be restricted until additional checks are complete.
- Search by product and pack size. Compare brand, specification, expiry or freshness information where relevant, pack configuration, minimum order quantity and seller location. A low unit price may not be the lowest cost if the lot is too large or transport charges are high.
- Check the seller and landed price. Review available credentials or buyer references, then add product price, tax and logistics charges. Confirm whether the listing is a sample, a smaller lot or a full case quantity.
- Review trade terms before checkout. Check payment due dates, assortment rules, minimum basket requirements, dispatch cut-off and the order’s protection or return conditions.
- Place and monitor the order. Submit the order in the platform, retain the order and invoice records, and use shipment tracking to follow dispatch and delivery.
- Inspect on arrival. Check quantity, packaging, damage, product description and any date-sensitive condition promptly. If a qualifying problem exists, use the platform’s stated reporting process within its required window and keep photographs or other evidence.
How sellers list and operate on Udaan
Catalog creation
Sellers can register and create catalogs for branded goods or their own products. Catalog information needs to be usable for a wholesale buyer: product identity, pack or assortment, price, taxes, minimum quantity and applicable trade terms should be clear. Udaan advertises tools for managing these details rather than requiring every seller to build a separate commerce system.
Trade constructs and order rules
A seller can define basket-size minimum order quantities, assortments and payment terms. These controls let a manufacturer or distributor protect its economics while still offering different pack combinations to retailers. They also tell a buyer why an apparently inexpensive item may require a larger basket or a particular mix of products.
Fulfillment and compliance
Partner logistics can support pickup and delivery, while seller-facing features include cut-off times, handling, compliance and shipment visibility. The seller remains responsible for accurate product and regulatory information; operational support does not remove the need to meet applicable tax, labeling or category rules.
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Settlement, returns and reconciliation
Udaan describes settlement support, returns handling, accounting and reconciliation assistance. Secure payment processing and scheduled settlement can reduce manual collection work, but the seller should examine the account-specific settlement cycle, deductions and dispute process before pricing products for the platform.
Analytics and seller support
Reports on sales, returns and inventory help sellers decide what to replenish, discontinue or promote. Seller support and analytics are part of the service layer around the marketplace, alongside logistics and payment operations.
Working-capital access
Udaan also offers working-capital finance through udaanCapital. Finance availability, limits, pricing and eligibility are not presented as one universal schedule; they depend on the business and the relevant offer. Treat financing as an optional facility, not an automatic feature of every account.
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Udaan combines marketplace functions with managed supply-chain operations. Its digital layer allows multiple suppliers and brands to present products to business buyers, which is characteristic of a marketplace. At the same time, Udaan supports sourcing, pickup, transport, settlement, protection and finance, activities commonly associated with a distributor or buying network.
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The balance has changed over time. According to a 2025 Business Standard profile, management shifted during 2021–22 from a broad marketplace approach toward a controlled supply-chain model. Co-founder and chief executive Vaibhav Gupta described the change this way: "It was the only way to ensure reliability, availability, and cost efficiency for B2B customers." The implication is that current operations are more managed and cluster-based than an entirely open national listing exchange.
Udaan’s June 2025 announcement of a USD 114 million Series G financing, led by M&G Investments and Lightspeed, said the funding would support FMCG, HoReCa and private-label staples and described a regional, cluster-led operating model. A regional cluster can improve replenishment and delivery economics in its coverage area, but it also means that assortment and service availability may differ substantially between cities or business accounts.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What buyers and sellers should compare before using it
| Decision area | What a buyer should check | What a seller should check |
|---|---|---|
| Eligibility | Required GSTIN, PAN, address and any category-specific verification | Business registration, product compliance and account approval |
| Assortment | Category depth, brands, pack sizes, freshness or expiry details and local availability | Catalog fields, own-brand support and ability to update stock |
| Lot economics | Minimum order, sample option, assortment rules and landed cost | Basket minimums, case quantities and payment terms you can sustain |
| Fulfillment | Delivery coverage, cut-off time, tracking and expected handling | Pickup process, packaging, compliance and return handling |
| Money movement | Payment methods, tax invoice, protection and refund conditions | Fees disclosed in advance, nodal-account flow and settlement cycle |
| Operating model | Whether the listing is supplied directly by a seller or through a managed regional network | How much control Udaan exercises over sourcing, logistics and service access |
Payments, fees and credit: what is and is not universal
There is no single public commission table, credit limit, delivery service-level agreement or nationwide availability map that applies to every Udaan account. Udaan’s terms say applicable commissions or transaction fees may be communicated in advance, and access to particular services may be restricted. Therefore, verify the commercial terms shown for your account, category, city and order rather than relying on a general percentage.
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For buyers, the practical cost is the landed amount: merchandise plus tax and logistics charges, adjusted for any permitted credit or payment terms. For sellers, the relevant calculation includes platform or transaction charges, logistics or handling deductions where applicable, returns and the timing of settlement. Keep the invoice, fee disclosure and settlement report together so the gross sale can be reconciled with the net amount received.
Credit through udaanCapital can help a qualifying business purchase inventory before its own sales are collected. It also creates a repayment obligation and financing cost. Review the offer’s tenure, total payable amount, late-payment consequences and whether the credit is tied to particular purchases before accepting it.
Eligibility, availability and common pitfalls
- Incomplete verification: Missing tax or address information can delay account activation or limit categories. Submit consistent legal and business details.
- Confusing retail and wholesale prices: Compare the full landed price and required lot, not just the displayed unit price.
- Ignoring minimums: A seller’s basket-size or assortment rule can leave a small retailer with excess stock. Confirm the minimum before ordering.
- Assuming national coverage: The cluster-led model means products, delivery and finance may vary by location. Check your exact delivery address and account.
- Missing a protection deadline: Inspect shipments promptly and follow the stated process for damage, non-delivery or goods not as described.
- Overlooking settlement timing: Sellers should price for the actual settlement cycle and account for returns or deductions rather than treating the order value as immediate cash.
- Treating credit as guaranteed: Finance is optional and eligibility-specific; do not build a purchasing plan around an unapproved limit.
How Udaan makes money
Udaan’s published terms allow it to charge commissions or transaction fees and state that applicable charges can be communicated before use. The platform also operates logistics, payment, settlement, analytics and financing services around the commerce transaction. Public information does not provide one complete, universal revenue schedule, so it would be inaccurate to assign a single take rate or assume that every seller pays the same amount. The reliable way to determine the cost is to review the fee disclosure and settlement statement attached to the specific account and service.
Bottom line for a retailer or supplier
Choose Udaan when you need a business-only sourcing channel that combines wholesale discovery with smaller-lot options, transparent product-tax-logistics pricing, delivery coordination, payment processing and stated buyer protection. As a seller, its value is the operational layer around a catalog: trade controls, logistics, settlement, returns, analytics and possible working-capital access. Evaluate the exact city, category, lot size, fee disclosure, delivery expectation and protection terms because Udaan’s managed regional model does not make every offer or service universal.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
