How to Start Selling Online in India in 2026 - Complete Beginner's Guide
If you have ever thought about selling online in India, there has never been a better time than right now.
India's e-commerce market hit $65–66 billion in GMV in 2025 and is growing at 23–25% in early 2026, one of the fastest rates ever recorded. The country now has 290–300 million online shoppers, making it the third-largest online shopper base in the world after China and the US. By 2030, that number is expected to double.
What does this mean for you as a seller? It means the buyer base is massive, the infrastructure is world-class, and the platforms are actively competing to onboard more sellers, often with zero registration fees and zero commission models.
Here is everything you need to know to go from zero to your first online sale in India in 2026.
The State of E-Commerce in India: 2026 Market Snapshot
Before you start, understand the market you are entering.
Key Stats for 2026:
India's e-retail market: $65–66 billion GMV (2025), growing at 19–21% CAGR
Q1 2026 growth: 23–25%, fastest pace in recent years
Online shoppers: 290–300 million (doubled in 5 years)
Active sellers on Flipkart + Amazon combined: 1.5 million+
D2C brands selling online: 10,000+ active brands
UPI transactions: 18.4 billion/month (February 2026, highest ever globally)
Quick commerce (10-min delivery) GMV: $10–11 billion in 2025
Tier 2+ cities: contribute ~50% of incremental e-commerce orders
Gen Z: 40–45% of all e-retail shoppers
Platform Market Share (GMV, 2026):
Flipkart: 48–50%
Amazon India: 28–32%
Meesho: High volume, lower GMV (₹200–500 avg. order value)
Myntra: 65–68% of online fashion market
What this means for sellers: Tier 2 and Tier 3 cities are booming. Gen Z buyers want affordable, trendy products. Mobile-first shopping is the default. And the government is actively building new infrastructure (ONDC) to reduce your dependence on big platforms.
Step 1, Decide What to Sell
This is the most important decision you will make. A good product in a bad niche will lose to a mediocre product in a great niche.
Top Selling Categories in India (2026)
How to Find a Winning Product
1. Use marketplace search tools: Search "best sellers" or "trending" on Amazon, Flipkart, and Meesho. Look for products with 100+ reviews but limited sellers, that is an underserved niche.
2. Analyze return rates: Fashion has the highest return rates in India (25–30%). Electronics is much lower (5–8%). If you are a beginner, start with low-return categories.
3. Check the price-sweet-spot: Meesho's average order is ₹200–₹500. Amazon's premium buyers spend more. Match your product price to your chosen platform's buyer psychology.
4. Start with what you know: Thousands of D2C brands in India started because a founder solved their own problem. Ethnic wear sellers, home décor artisans, local food brands, authenticity sells in 2026.
2026 Trending Niches to Consider
Sustainable / eco-friendly products
Regional and ethnic food (mithai, pickles, masalas)
Handmade jewelry and accessories
Print-on-demand T-shirts and apparel
Pet care products (fastest-growing sub-category in 2025–26)
Ayurvedic and herbal personal care
Stationery and desk accessories for WFH/students
Step 2, Choose Your Business Model
There are five main ways to sell online in India:
1. Marketplace Seller (Recommended for Beginners)
List your products on Amazon, Flipkart, or Meesho. The platform handles payments, some logistics, and brings the traffic. You handle inventory and shipping (or let the platform do it for a fee).
Best for: Anyone starting out. Low risk, fast to launch.
2. D2C (Direct-to-Consumer) via Your Own Website
You build and own your storefront on Shopify, WooCommerce, or a similar platform. You control pricing, branding, and customer data.
Best for: Established sellers, brand-builders, premium products.
3. Dropshipping
You take orders and pass them to a supplier who ships directly to the customer. You never hold inventory.
Best for: Testing product demand without capital. Margins are thin.
4. ONDC Seller
Sell through India's Open Network for Digital Commerce, the government's open e-commerce protocol. ONDC crossed 10 million transactions/month in 2026 and charges commissions near 3% vs. 15–25% on big marketplaces.
Best for: Small manufacturers, MSMEs, local retailers wanting national reach at low cost.
5. Social Commerce (WhatsApp / Instagram)
Sell directly via Instagram DMs, WhatsApp Business, or Facebook Shops. Many small sellers in India run six-figure businesses entirely through social channels.
Best for: Fashion, food, handmade goods, personal brands.
Step 3, Complete the Legal and Compliance Setup
This is where most beginners get confused. Here is a simple breakdown.
GST Registration (Mandatory for Most Online Sellers)
If you are selling on Amazon, Flipkart, or Myntra, GST registration is mandatory, regardless of your turnover.
These platforms deduct TCS (Tax Collected at Source) on each sale, and you can only claim it back with a valid GSTIN. Without GST, your seller account will either be rejected or penalized.
How to register:
Visit gst.gov.in
Registration is 100% free
Processing time: 2–6 working days
You will receive a 15-digit GSTIN
Documents needed:
Aadhaar card
PAN card
Bank account details
Business address proof
Photograph
Note: Some resellers on Meesho operating in specific models may not require GST initially, but it is strongly recommended for long-term growth and legal protection. Non-compliance can attract a penalty of ₹10,000 or 10% of tax due.
MSME / Udyam Registration (Free, Optional but Very Useful)
MSME registration on the Udyam portal is completely free and takes minutes. It unlocks:
Subsidized loans through SIDBI
Mudra Loans (up to ₹10 lakh for micro businesses)
Priority access to government schemes
Under Section 43B(h) of the Income Tax Act, B2B buyers must pay MSME sellers within 45 days, protecting your cash flow
Documents needed: Aadhaar, PAN, bank details, GSTIN
PAN Card
Mandatory for all business transactions and tax filings.
Business Bank Account
Open a current account in your business name. Most platforms require it for seller payouts.
IEC (Import Export Code)
Only needed if you plan to sell internationally or import goods. It is a 10-digit code from the DGFT.
Trademark (Optional but Smart)
If you are building a brand, register your logo and brand name early via the IP India portal (ipindia.gov.in). Fee starts at ₹4,500 for MSMEs.
Step 4, Choose Your Selling Platform
Here is a detailed breakdown of every major platform and who it works best for.
Amazon India
Market share: 28–32% of India's GMV Best for: Premium buyers, branded goods, international-minded sellers Commission: 5–25% depending on category Effective total cost (after all fees): 12–26% of order value Key feature: FBA (Fulfillment by Amazon), you send stock to Amazon's warehouse; they handle delivery, returns, and customer service Seller registration: seller.amazon.in, free to register
Amazon fee breakdown:
Referral fee: 0% (some fashion) to 22% (luxury)
Closing fee: ₹9–₹30 per order
Weight handling (shipping): starts ~₹45 for 500g local delivery
FBA storage fees: charged by space used
Best product types for Amazon India: Electronics, books, premium fashion, health supplements, branded goods
Flipkart
Market share: 48–50% of India's GMV, India's #1 marketplace Best for: Electronics, fashion, value-for-money products, Tier 2 reach Commission: 3–25% (varies by category; 3% for mobiles, up to 25% for fashion jewelry) Effective total cost: 14–28% of order value Key feature: Ekart logistics network; Flipkart Shopsy for social commerce (160 million+ users) Seller registration: seller.flipkart.com, free to register
Flipkart fee breakdown:
Commission: 3–15% for most categories
Fixed closing fee: ₹5–₹50 per order
Shipping: charged per weight/zone
Best product types for Flipkart: Mobiles, electronics, fashion, appliances, everyday products
Meesho
Market share: Highest daily order volume in India; low average order value (₹200–₹500) Best for: Unbranded, value products, Tier 3–6 city buyers, first-time sellers Commission: 0% on most categories (structural advantage) Actual total cost: 10–15% when you factor in shipping and other charges Key feature: Strong social sharing tools; targets first-time internet buyers Seller registration: supplier.meesho.com, free, no onboarding fees
Meesho is ideal if you are:
Selling fashion, accessories, home décor in the ₹200–₹800 range
A beginner with limited capital who wants to validate product-market fit
Targeting Tier 2/3 city women buyers
Watch out for: Higher return rates; thin margins; need for volume to be profitable
Myntra
Market share: 65–68% of India's online fashion market Best for: Fashion, ethnic wear, sportswear, lifestyle brands Commission: Category-dependent (fashion-specific) Key feature: Premium buyer base; strong app experience; trend-led discovery Seller registration: myntra.com/seller, requires brand registration process
Nykaa
Best for: Beauty, skincare, personal care, wellness Model: Prefers established brands; harder for new sellers to list Best approach: Build your brand on Amazon/Meesho first, then approach Nykaa
JioMart
Key feature: Zero onboarding fees; O2O (offline-to-online) model connecting kirana stores Best for: MSMEs, retailers, FMCG products Commission: Competitive; zero registration fee Seller registration: jiomart.com/p/sell-on-jiomart
ONDC (Open Network for Digital Commerce)
ONDC is India's biggest e-commerce disruption in years. Backed by the government, it is an open protocol, think of it as the UPI of e-commerce. It crossed 10 million transactions/month in 2026 and has 700,000+ vendors already on board.
Why ONDC matters for small sellers:
Commission: ~3% (vs. 15–25% on big marketplaces)
Sellers report 15–20% lower customer acquisition costs
No single platform lock-in
Accessible through apps like Paytm, PhonePe, ONDC-enabled buyer apps
How to join: Connect via ONDC seller apps like Fynd, eSamudaay, or MyStore. Registration is free.
Platform Comparison Summary
Step 5, Set Up Your Seller Account
Regardless of platform, the registration process is broadly similar.
Documents Required (Universal)
GSTIN (mandatory for Amazon, Flipkart, Myntra)
PAN card
Bank account with cancelled cheque
Address proof
Business name / trade name
Aadhaar (for identity verification)
Step-by-Step: Registering on Amazon India
Go to seller.amazon.in
Click "Start Selling"
Enter your email and set a password
Enter your business name, address, and phone
Upload PAN and GST documents
Add bank account details
Wait for account verification (usually 1–3 days)
List your first product
Step-by-Step: Registering on Flipkart
Go to seller.flipkart.com
Enter mobile number and email
Fill in GST, PAN, and business details
Upload bank details
Sign the seller agreement
Complete store setup and list products
Step-by-Step: Registering on Meesho
Go to supplier.meesho.com
Enter mobile number
Upload GSTIN (required for most categories) and PAN
Add bank account for payments
Start listing products, no approval delay in most cases
Pro Tip: Register on all three platforms simultaneously. Use different SKU strategies on each: premium pricing on Amazon, standard pricing on Flipkart, competitive pricing on Meesho.
Step 6, Create Listings That Actually Sell
Your product listing is your storefront. A bad listing will kill even a great product.
The Perfect Product Listing Formula
Title (Most Important): Follow this structure: [Brand] + [Product Type] + [Key Feature] + [Size/Color/Variant] + [Target Use Case]
Example: "NaturBrew Organic Darjeeling Green Tea | 100g | First Flush 2026 | For Immunity & Energy"
Insert your primary keyword + one secondary keyword naturally in the title.
Bullet Points / Key Features:
Lead with the biggest benefit, not a feature
Address the top buyer concern (durability, safety, size accuracy, etc.)
Include keywords naturally, don't stuff
Use specific numbers: "30-day supply," "200 thread count," "500ml BPA-free bottle"
Product Description: Write for the buyer, not the algorithm. Tell a story. Explain the problem your product solves. Include long-tail keywords like "best green tea for weight loss India" or "affordable ethnic saree for women under 500."
Images (Critical):
Minimum 6 images per listing
White background main image (required by Amazon/Flipkart)
Lifestyle shots showing product in use
Size/dimension infographic
Ingredient/material close-up
Comparison image if relevant
Price: Research the top 10 competitors in your category. Price 5–10% lower when starting out to build reviews and velocity. Once you have 20+ reviews, normalize pricing.
SEO Keywords to Embed in Your Listings
Use these naturally across titles, bullets, and descriptions based on category:
Fashion: "ethnic wear women," "kurti for office," "affordable saree online," "plus size dress India"
Electronics accessories: "fast charging cable," "Type-C cable for Android," "earphones under 500"
Home decor: "wall art for living room," "bedroom decor items," "handmade wooden shelf"
Beauty: "natural face wash for oily skin," "paraben-free moisturizer India," "best serum under 300"
Kitchen: "stainless steel lunch box," "BPA-free water bottle," "non-stick kadai with lid"
Step 7, Handle Logistics and Shipping
Shipping is where sellers lose money silently. Understand your options.
Option 1: Platform Fulfillment (Recommended for Beginners)
FBA (Amazon) / Flipkart Fulfillment / Meesho Fulfillment: You send your inventory to the platform's warehouse. They pick, pack, ship, and handle returns.
Pros: Faster delivery (Prime badge on Amazon), higher visibility, less operational headache Cons: Warehouse fees, higher logistics cost, minimum inventory requirements
Option 2: Self-Ship
You pack and hand over orders to a courier partner (Delhivery, Ekart, Shadowfax, Bluedart, etc.) or use platform Easy Ship.
Pros: Full control, lower cost for low-volume sellers Cons: You handle returns, delays affect your seller rating
Option 3: Third-Party Logistics (3PL)
Use a 3PL provider like iThink Logistics, Shiprocket, or Pickrr who aggregate rates across multiple couriers.
Best for: Sellers running their own website (D2C) or multi-platform sellers
Shipping Cost Benchmark (2026)
Local (same city), 500g: ~₹45–₹60
Regional (within zone), 500g: ~₹65–₹85
National, 500g: ~₹90–₹130
COD handling charge: ₹25–₹40 additional
Returns Reality Check: India's average e-commerce return rate is 15–20%. Fashion returns run 25–30%. Budget for this upfront, return shipping comes out of your margin.
Step 8, Pricing for Profit (Not Just Revenue)
This is where beginners make the most catastrophic mistakes.
The Full Cost Formula
Before setting your price, calculate your true unit economics:
Selling Price
– Platform Commission (12–26%)
– Shipping Cost (₹45–₹130)
– Packaging Cost (₹8–₹25)
– GST Liability
– Return Provision (15–20% of revenue)
– Advertising Spend (5–15% recommended)
= NET PROFIT
A ₹500 product can easily net you ₹40–₹80 after all costs if you are not careful. Build your price backwards from your target margin, not from your cost.
Pricing Strategies for 2026
Cost-plus: Add 40–60% margin to your landed cost before applying the formula above
Competitive anchor: Price within 10% of the top 3 sellers in your category at launch
Bundle pricing: Offer 2-packs or combo bundles to raise average order value without competing on per-unit price
COD (Cash on Delivery): Still accounts for 25–30% of Indian e-commerce orders. Charge ₹20–₹30 COD fee or bake it into your price to protect margins
Step 9, Drive Traffic and Get Your First Sales
Even on a marketplace, visibility is not automatic. Here is how to get your first 100 orders.
Platform Advertising
Amazon Sponsored Products: Start with ₹200–₹500/day budget. Target competitor ASINs and exact-match keywords. Expect ACOS (Advertising Cost of Sale) of 20–35% initially.
Flipkart Smart ROI Campaigns: Similar PPC model. Start small, analyze, scale what works.
Meesho Sponsored Tags: Even Meesho now requires some ad spend for visibility. Budget ₹100–₹300/day to start.
External Traffic Strategies (Free + Paid)
Instagram Reels and Shorts: Short-form video is the highest-ROI channel for Indian D2C sellers right now. A 30-second product demo or "before/after" video can go viral for zero cost. Post 3–5 Reels/week for your first 90 days.
WhatsApp Business: Build a broadcast list. Share new products, deals, and restocks. WhatsApp has 500 million+ users in India and conversion rates 5–8x higher than email.
Influencer Marketing (Micro-Influencers): Indian nano-influencers (10k–100k followers) charge ₹2,000–₹15,000 per post. For product-gifting niches like beauty, food, and fashion, a single viral reel can generate 200–500 orders. Reach out via Instagram DMs.
SEO for Your Own Store: If you have a D2C website, content marketing is your long-game. Write product-specific blogs. Example: "Best ethnic wear for Navratri 2026" or "How to choose the right Ayurvedic face wash for Indian skin."
Getting Your First Reviews (Crucial)
New Amazon and Flipkart listings with zero reviews get zero organic traffic. Strategies to bootstrap reviews:
Sell to friends and family first and ask for honest reviews
Use Amazon's "Request a Review" button after every order
Include a physical thank-you card in packaging with a QR code linking to your review page
Enroll in Flipkart's Brand Story program if you have 10+ reviews
Step 10, Scale Your Online Selling Business
Once you have your first 50-100 orders and a validated product, here is how to scale.
Multi-Platform Strategy (The 2026 Way)
The smartest sellers in India run all three major platforms simultaneously with different positioning:
Meesho: High volume, low margin, validate demand and build sales history
Flipkart: Mid-market volume, especially strong in electronics and fashion
Amazon: Premium pricing, build reviews, brand authority, and better margins
Own website: For repeat buyers, subscriptions, and reducing platform dependency
Use a multi-channel order management tool like Unicommerce, Vinculum, or Shiprocket to manage inventory and orders across all platforms from one dashboard.
Build a Brand, Not Just a Listing
India's D2C segment is valued at $108.76 billion in 2026 and growing at 24.3% CAGR. The biggest opportunity is not in being one of 1.5 million marketplace sellers, it is in building a brand that buyers seek out by name.
Steps to brand-building:
Register your trademark early
Build an Instagram and YouTube presence
Create a D2C website on Shopify India (plans start at ~₹1,994/month)
Collect email and WhatsApp customer data from day one
Offer a loyalty program or subscription to retain buyers
ONDC, The Opportunity Most Sellers Are Missing
If you are paying 15–25% commission to marketplaces, ONDC is worth exploring seriously. With ~3% commission and government backing, it is rapidly becoming viable for small sellers. Over 700,000 vendors have already joined. The buyer apps are improving fast. Get on ONDC before your competitors do.
Costs to Start Selling Online in India (2026 Reality Check)
You can realistically start selling on Meesho or Amazon India with as little as ₹10,000–₹15,000 in total capital.
Common Mistakes Beginners Make (And How to Avoid Them)
1. Not doing GST registration before starting Platforms will block your payouts or suspend your account if your GST is missing or incorrect. Do this first.
2. Ignoring unit economics Chasing revenue instead of profit is the fastest way to go broke while looking successful. Know your exact margin on every SKU before scaling.
3. Competing only on price You cannot win a price war against aggregators with 10,000 SKUs. Win on product quality, photography, description, and customer service.
4. Neglecting returns A 25% return rate in fashion means 1 in 4 orders costs you money. Invest in better sizing guides, accurate photos, and clear product descriptions to reduce returns.
5. Over-relying on one platform Platform policy changes, fee hikes, and sudden account suspensions happen. Always be building your customer list and diversifying across 2–3 channels.
6. Skipping trademark registration Once you have a selling brand name, someone else will copy it. Register your trademark early (₹4,500 for MSMEs via IP India).
7. Ignoring GST return filings Getting the GSTIN is only step one. You must file GSTR-1 and GSTR-3B returns monthly/quarterly. Use a CA or platforms like ClearTax to stay compliant.
2026 Trends Every Seller Should Know
1. Quick Commerce for Sellers
Blinkit, Zepto, and Swiggy Instamart are viable sales channels for FMCG, grocery, and daily essentials sellers. Supply to local dark stores. Commissions are 15–25%, but the volume is enormous, 2.5 million daily orders across platforms.
2. Conversational Commerce (AI Shopping)
GenAI shopping assistants are reaching 50 million monthly active users in India faster than any prior digital innovation. Optimize your product descriptions for conversational queries, not just keywords.
3. Social Commerce via Flipkart Shopsy
Shopsy has crossed 160 million users and is enabling rural, social-media-driven discovery. If your products target women in Tier 2–3 cities, list on Shopsy immediately.
4. Video Commerce
Amazon Live, Flipkart Video, and Instagram Shopping are merging entertainment with buying. Sellers who invest in short-form video content now will have a significant edge by 2027.
5. B2B E-Commerce
GeM (Government e-Marketplace) has 70 lakh+ registered sellers and annual transactions exceeding ₹3 lakh crore. If you are an MSME making products, selling to the government is one of the most stable revenue streams available.
Quick-Start Checklist: Your First 30 Days
Week 1, Foundation
Decide your niche and source your first 20–50 units
Apply for GSTIN (gst.gov.in)
Register on Udyam portal (udyamregistration.gov.in)
Open a business bank account
Set up seller accounts on Amazon, Flipkart, and Meesho
Week 2, Listing and Setup
Photograph your products (natural light, white background)
Write SEO-optimized titles, bullet points, and descriptions
Price your products after calculating full unit economics
Set up Easy Ship or send first FBA inventory
Week 3, First Sales
Start low-budget sponsored ads on Amazon/Flipkart (₹200–₹500/day)
Share products via WhatsApp and Instagram
Process first orders carefully; package professionally
Request reviews from early buyers
Week 4, Optimize and Scale
Analyze which products, platforms, and keywords are converting best
Pause ads with ACOS > 40%; double down on what works
Register on ONDC via a seller app
Start collecting customer WhatsApp numbers for direct marketing
Frequently Asked Questions
Q: Can I sell online in India without GST?
If you are selling on Amazon, Flipkart, or Myntra, GST is mandatory regardless of turnover. Some Meesho categories may be possible without GST initially, but it is recommended for all serious sellers.
Q: How much money do I need to start selling online in India?
You can start with as little as ₹10,000–₹15,000 to cover initial inventory, packaging, and a small ad budget. GST registration, Udyam registration, and marketplace registration are all free.
Q: Which is the best platform for a beginner seller in India in 2026?
Start with Meesho for zero-commission volume and product validation, then expand to Amazon for higher margins and brand building. Use all three simultaneously once you are ready.
Q: Do I need to register a company to sell online?
No. You can sell as an individual proprietor using your PAN and Aadhaar. However, a Pvt Ltd or LLP structure improves credibility, access to loans, and is required for some advanced seller programs.
Q: What is ONDC and should I sell on it?
ONDC is the government's open e-commerce network. Commission is ~3% vs. 15–25% on big platforms. With 700,000+ sellers and 10 million+ monthly transactions, it is a growing opportunity worth joining early, especially for MSMEs.
Q: How long does it take to get the first sale?
On Meesho, some sellers report first orders within 24–48 hours of listing. On Amazon, it typically takes 1–2 weeks and some initial ad spend. Your first 10–20 sales are the hardest, after that, organic velocity builds.
Final Word: The Opportunity Is Real, And It Is Now
India's e-commerce market is not yet at half its potential. Tier 2 and Tier 3 cities are just coming online. Gen Z buyers are spending more every year. ONDC is democratizing access for small sellers. Payment infrastructure with UPI is the best in the world.
The platforms are actively recruiting sellers. Registration costs are zero. The tools to build a brand, Instagram, WhatsApp, Shopify, are cheap or free.
What you need is a product people want, a disciplined approach to unit economics, and the patience to build reviews and reputation over your first 90 days.
The 1.5 million sellers already on Amazon and Flipkart are not your ceiling, they are your proof that it works.