Instamojo

What Instamojo is

Instamojo describes itself as "India's simplest D2C tech platform". It is an online store builder and payment tool for small sellers: you host an online store, create landing pages or share payment links, and sign up for free. It is written for founders, makers and small teams who want to sell products, courses, workshops or event tickets under their own brand rather than through a marketplace. The home page says "Over 20 Lakh small businesses" use Instamojo to power their online business.

What you build and how

The store. The online store is the main product. The setup path is short: sign in, land on the dashboard and follow the steps to create the store. The sell-courses page adds that no credit card is required. You start from one of "20+" pre-built online store themes, which set the look of the store. The home page says you can showcase products and services on your own store and landing page, and sell on any channel with just your website link. The stores it uses as examples sell art, jewelry and accessories, personal care products, home decor, event tickets, courses, food and plants.

Selling courses and other digital goods. A dedicated page covers selling courses online. The pitch is to sell a collection of courses directly to customers and build a community around your brand, with a payment gateway integrated at checkout. The same store can offer workshops and collect event tickets, according to the home page.

Your own identity. Instead of living inside a marketplace, you buy or connect your own domain and email to the store. The online store page contrasts this with marketplaces, where it says you get less brand recall, less control over shipping and longer payout cycles (an average of 15 days, per the company). Its argument is that with Instamojo you build your own brand and customer base and sell directly.

Shipping. For India, the page lists shipping services reaching "26000+ pin codes". You can schedule courier pickup and manage parcels and shipping charges from a single dashboard. The FAQ says every online store user can ship through direct integrations with Shipway, Shiprocket, Vamaship, Pickrr "and more". The home page promises doorstep pickup and delivery across India.

Payments. The company advertises "100+" online payment modes for checkout. Beyond the store, the payments menu names Smart Pages, a payment gateway, payment links, smart links, an embeddable payment button and faster payouts. A convenience fee option, available on all plans, lets you pass the Instamojo fee on to the customer so that exactly what you charge reaches your bank account.

Marketing and measurement. Marketing tools include SMS and email campaigns, social media links on the store, and running ads on the store. An older Instamojo blog post (last updated September 10, 2020) explains how an Instamojo account can run an email community through Instamojo's MailChimp integration. The store menu also lists analytics and CRM among its areas, and the store page adds discount and sale features for festive sales and repeat customers.

Other surfaces. The feature list names an eCommerce mobile app, an Instamojo App Store, bank transfer and the convenience fee. The resources menu points to a blog, mojoVersity, eBooks, videos, a podcast and business communities.

Support. The home page says the support team will help set up a website from scratch, and offers a "Do-it-for-me" tier with priority support, website customizations, feature recommendations and add-on services to get discovered online. You can book a call, write to support@instamojo.com, or search the Instamojo Support Center.

Customization and developers. Stores are hosted, with what the home page calls "safe hosting" and domain options. Beyond themes, the feature table lists complete CSS customization, JavaScript editing for adding third-party code, custom pages for offers, blogs or events, custom testimonials, a WhatsApp chat widget and a contact form. Product tools include bundles, filters, product videos, custom fields that collect information from buyers, bulk import and editing from a CSV or Excel file, and review management. A webhook can notify a URL of your choice on every successful purchase, and the footer lists API and plugins, documentation, a developers program and a marketplace API.

Customers and selling. Checkout takes cards, netbanking and UPI, plus cash on delivery. Customers can create accounts for faster checkout, and you can tag them into groups, run customer workflows that act automatically, and offer flat or automatic discounts and coupon codes. Products sync to Google Shopping and to a Facebook shop, and advanced shipping options price delivery by area, order amount or product weight.

Plans, fees and limits

The online store page lists 4 plans, with GST charged on top of the stated prices.

• Lite is ₹0 a year, a fully customizable website for businesses just starting out, which the home page calls the "Forever Free" plan. It includes a shopping cart, unlimited products, cash on delivery, shipping integrations, order management, Google Shopping integration, and categories and variants, with 1 theme, 1 banner image and 1 image per product.
• Starter is ₹3,999 a year. It adds custom domain linking, 19+ premium themes, removal of Instamojo branding, and 3 images per product and 3 banner images.
• Growth is ₹9,999 a year, or ₹1,999 a month, with "lower transaction fees and powerful features for a growing business." It adds abandoned cart recovery, discount coupons, WhatsApp integration, 10 images per product and 10 banner images, SEO options, advanced analytics and what the page calls benefits worth ₹2000, including mojoPlus credits for Printo packaging and Shipyaari shipping.
• Do-It-For-Me is priced on request. Instamojo's team sets up the store and gives 12 months of support with a dedicated eCommerce advisor, dashboard training, regular catalog updates, and phone and WhatsApp support for the first 30 days.

Growth and Do-It-For-Me also include a free domain the page values at up to ₹1,000. The company's own line is "Premium online store plans starting at just ₹10/day," or "the cost of a chai and samosa per day."

On fees, the FAQ says the Growth annual plan carries a transaction fee of 2% + ₹3 + GST, while the other plans pay 5% + ₹3 + GST. Digital products are charged 10% + ₹3 on Lite and Starter and 5% + ₹3 on Growth. The page adds that the payment gateway comes integrated with the store, with "No additional charges or plugins required," and that a convenience fee option on all plans lets you pass the fee to the buyer.

The limits that matter for budgeting are generous: every plan lists unlimited products, and the feature table promises unlimited bandwidth and storage, with "No limits on number of visitors and amount of content you can add." Every store gets an automatically configured SSL certificate.

You upgrade from "Subscription Plans" in the dashboard menu. The page advertises a "14-day money-back guarantee": switch to the free or starter plan within 14 days of choosing a premium plan and you get a full refund, while after the 14th day there is no refund on the current subscription. Questions about plans go to storesupport@instamojo.com.

The home page gives the scale claim, "Over 20 Lakh small businesses," which the store page writes as 20,00,000+. Its testimonials come from named founders. Nishant Goodwin of Yazon.in says he found Instamojo "more affordable" and that "with the in-built payment gateway, it becomes very easy for me to sell and collect payments online." Kennady Peter, co-founder of Malanad Plantations, says the company needed "a reliable, easy-to-use online website builder that took care of everything." Jayati Dave of Ae Re Sakhi says the premium store has "a very user friendly set up and layout" and that "In just 3 months, we received an overwhelming response." The site's structured data gives the company's address in Bengaluru.

Who it suits and who it does not

Instamojo suits an Indian maker, coach or small D2C brand that wants its own storefront, its own domain and shipping already wired to Indian couriers, without paying anything to start. The free Lite plan lets you test an idea, and the Do-It-For-Me tier helps someone who would rather not build the store personally. A course seller or a workshop host gets a store, a payment page and a campaign tool in one account.

The caveats are about scope and cost. Everything on these pages is India-first: shipping, pin codes, UPI and rupee pricing, so the product is built for sellers whose buyers are in India. The transaction fee is a percentage plus a flat ₹3 plus GST on every order, which grows with volume, so a store with rising sales should work out whether a higher plan pays for itself. Several of the more useful tools, such as abandoned cart recovery, coupons and SEO options, sit on the Growth plan rather than the cheaper ones.